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.

Figure 1

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.

Figure 2

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.

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NEW PYMNTS DATA: 57% OF CONSUMERS PREFER ADVANCED IDENTITY VERIFICATION AFTER TRIING IT

On:Fifty-seven percent of consumers who used advanced identity verification methods such as voice recognition when contacting customer service say they would do it again. The Consumer Authentication Experiences report surveyed nearly 3,800 US consumers to find out how delivering innovative verification experiences helps businesses deliver superior customer service across all channels.

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