U.S. consumer persona interest in using a single super app 2021

As of November 2021, around 67 percent of consumers in the United States reported being interested in integrating multiple digital experiences in one super app. Of these, 20.38 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 18 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.

截至2021年11月，美国消费者中约有67%表示对整合多种数字体验至一款超级应用表现出浓厚兴趣。其中，20.38%的受访者被认定为‘信息搜寻者’，即那些希望将在线体验整合至单一超级应用以访问在线购物、旅行、娱乐服务以及银行服务的用户。对获取提供银行和支付服务整合平台的用户表现出兴趣的受访者，即所谓的‘财务健康追求者’，占比超过18%。超级应用是指将多种数字服务整合至一个全面统一的生态系统中的移动应用。以集成社交渠道、电子商务程序和支付功能于一体，中国的微信常被视为超级应用的典范。