U.S. consumer persona super app interest 2021| ��ƽ��

Consumers in the United States interested in integrating multiple digital experiences in one comprehensive super app as of November 2021, by type

Characteristic	Share of respondents
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Source

Release date

December 2021

More information

Region

United States

Survey time period

October 27 to November 8, 2021

Number of respondents

3,166 respondents

Supplementary notes

The source identifies "Financial wellness seekers" as users who are interested in a comprehensive channel for online banking and payment services. "Information seekers" are identified as users that expressed a preference for using a single super app integrating digital services for banking, entertainment, retail, shopping, and travel. "Convenience seekers" are identified by their interest in using a comprehensive super app for "restaurant orders, groceries, health, work, social relationships and the home."

Citation formats

As of November 2021, around ** percent of consumers in the United States reported being interested in integrating multiple digital experiences in one super app. Of these, percent of respondents were identified as "information seekers," or users who would be interested in integrating their online experiences in one single super app in order to access online shopping, travel, entertainment services, as well as banking services. Respondents who expressed an interest in accessing integrated platforms offering banking and payment services, identified by the source as "financial wellness seekers," were more than ** percent.

Super apps are mobile apps integrating different digital services in one all-encompassing unified ecosystem. With its integration of social channels, e-commerce programs, and payment features all in one app, the Chinese WeChat is often considered the first example of super app.