| Characteristic | Integrated-tech | Mainstream-tech | Basic-tech |
|---|---|---|---|
| - | - | - | - |
| - | - | - | - |
| - | - | - | - |
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Source
Source
In cooperation with
PYMNTS
Release date
July 2022
More information
Region
Worldwide
Survey time period
January 11 to 31, 2022
Number of respondents
7,304 respondents
Special properties
survey conducted among consumers in four leading global markets: Australia, Germany, the United Kingdom, and United States; respondents interested in having a single online app or website
Supplementary notes
Consumers who would be very or extremely worried about selected concerns in using super apps.
The source identified three different consumers personas, based on the number of devices owned and the level of technology engagement:
Basic-tech consumers "primarily use computers or smartphones and exhibit low overall ownership of devices, possessing one or two devices on average. They represent 28% of respondents or an estimated 107 million consumers. This persona is composed mainly of baby boomers and seniors (41%) and low-income consumers (48%)."
Mainstream-tech consumers "use computers, smartphones, tablets, smart TVs and gaming consoles and own four devices on average. This persona represents 60% of respondents or an estimated 234 million consumers and is dominated by baby boomers and seniors (36%), Generation X consumers (27%), and millennials (27%). Its members are evenly distributed by income."
Integrated-tech consumers "have all the devices used by mainstream-tech users but also incorporate smart home and activity-tracking devices into their ecosystems. They own seven to eight devices on average and represent 12% of respondents or an estimated 48 million consumers. They are mainly millennials (42%) and high-income consumers (50%)."
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