Americans Want a Super App — Some More Than Others

The more digital activities consumers perform online, the more they desire a way to consolidate their digital lives into one, integrated user interface, otherwise known as a super app.

It’s something that a lot of Americans want, although the popularity of this idea seems to change from region to region.

For example, there’s the Pacific region, home to the most digitally engaged consumers in the country, with the average consumer engaging in 46% of all their routine activities online, PYMNTS found.

They are also the second-most likely to want to combine their digital activities into a super app, with 64% of them wishing to use such an app.

Meanwhile, consumers in the South Atlantic are a close second to Pacific consumers in terms of digital engagement, performing an average of 41% of their routine activities online. However, these people are a bit more interested in a super app than residents of the Pacific states, although just barely as 65% of South Atlantic consumers said they want to be able to consolidate their digital activities into a super app.

The Midwest and Mountain states are on the opposite end of the spectrum in terms of digital engagement and interest in using a super app. Consumers in the Midwest perform 33% of their routine activities online, while Mountain state residents carry out 36% of these activities online. And 59% of consumers in both regions reported they’d like to use a super app.

PYMNTS research also showed the Mountain and Pacific regions are home to the nation’s most “integrated-tech” consumers. These people own tablets, smartphones, laptops, desktop computers and smart televisions, along with smart-home devices and activity trackers.

Seventeen percent of consumers in the Mountain region and 16% of consumers in the Pacific region fall into this category of integrated-tech consumers, most of them highly concentrated in the most densely populated urban areas, especially in the Pacific.

To find out more about how the Connected Economy varies from region to region, download the latest edition of PYMNTS’ Connected Economy Monthly Report.