Global consumers want a super app, according to “The Super App Shift,” a PYMNTS and PayPal collaboration based on a survey of 9,904 consumers in Australia, Germany, the U.K. and the U.S.
Get the report: The Super App Shift
A super app provides a user interface through which consumers can shop, order food, check social media, bank and so on — all within a single solution.
The survey found that 72% of the global consumers surveyed are interested in using such an app, with 25% saying they are very or extremely interested and another 47% saying they are slightly or somewhat interested.
Super app interest varies by country but the share of consumers expressing interest is no lower than two-thirds in each of the four countries included in the survey.
The share of consumers interested in using a super app is 74% in the U.K., 72% in the U.S., 70% in Germany and 66% in Australia.
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The key benefits they believe a super app can provide vary depending on their level of interest in using a super app.
Among consumers who are very or extremely interested, the top six benefits they value are minimizing the risk of losing sensitive information (57%), allowing them to coordinate different areas of their life in one place (57%), enabling them to use different payment methods across spending categories (55%), minimizing the need for many security measures (55%), minimizing trust concerns (55%) and minimizing the need to localize the right app (54%).
Those who are slightly or somewhat interested in using a super app have some of those benefits as well as some different ones in their top six: minimizing the risk of losing sensitive information (39%), minimizing trust concerns (35%), minimizing the need for many security measures (33%), minimizing the need to repeat information (33%), getting access to a greater range of products and services (29%) and minimizing the need to remember passwords (29%).
As consumers continue to warm to the idea of a super app, the onus will be on providers to develop the secure, frictionless experience consumers want.
