Active online consumers want a great app
The Pacific and South Atlantic regions of the United States have the highest levels of digital engagement as well as the highest levels of interest in a “super app” – a tool to integrate all aspects of their digital lives in a single, central location.
Conversely, the Midwest and Mountain regions have the lowest levels of numerical engagement and interest in a super app.
When six U.S. regions are compared to each other, the level of digital engagement correlates quite well with the level of interest in a super app, according to PYMNTS’ latest edition of The ConnectedEconomy™ monthly report, which is based on a survey of of approximately 2,500 American consumers.
Get the report: ConnectedEconomy™ monthly report
The Pacific is the US region with the highest digital engagement, with consumers using the ConnectedEconomy™ online for 46% of their routine activities.
This is followed by the South Atlantic, a region in which consumers conduct 41% of their routine activities online.
The Midwest is where digital engagement is lowest. There, the use of the ConnectedEconomy™ by consumers is estimated at 33%.
The second lowest level of numerical engagement – 36% – is found in the Mountains region.
Consumer interest in using a super app is highest in the South Atlantic region, where 65% of consumers say they have some level of interest in a super app.
Not far behind is the Pacific, where consumer interest in a super app stands at 64%.
Consumer interest in using a super app is lowest in the Mountains region, where 59% of consumers say they have some level of interest in a super app.
The second lowest level of interest – 60% – is in the Midwest.
Consumer demand for digital consolidation aligns pretty well with what they do online – the more digital activities consumers do online, the more they want a single, integrated user interface.