What is a super app?
A super app is an all-in-one mobile application that provides a wide range of services and features, allowing users to perform various tasks within the app instead of using multiple separate apps.
Super apps often have a wide range and can include functions such as social networks, e-commerce, banking, transport payments and more. Designed to be practical and efficient, they provide users with a one-stop solution for many of their daily needs. Due to their broad scope of services, these apps often have large user bases.
Such platforms are popular in Asia. Examples include WeChat in China and Gojek in Indonesia, both of which are poised to expand into other markets.
As much as is made of the super app phenomenon in markets where they are already in high use, like China, some still struggle with the basic idea of one app to rule them all.
According to a survey of nearly 10,000 consumers in the US, UK, Australia and Germany for PYMNTS and PayPal’s report, “Super Apps For The Super Connected”, an estimated 96 million people in these markets are attracted to the idea of a centralized user interface where they can perform their online activities.
The findings also indicate that those most interested in a super app option are millennials, bridge millennials and Generation Z consumers, the generations that grew up on smartphones and tend to be most comfortable with app-based shopping, payments, messaging and media.
Of the three personas we identified, it is the group called “technology-driven” that shows the most interest, and the study shows that this group owns seven to eight digital devices on average and represents 12% of respondents, which equates to approximately 48 million consumers. They are primarily millennials, at 42%, and high-income consumers, at 50%.
Get the study: Super Apps For The Super Connected
Super App Security Concerns
A previous study in the PYMNTS and PayPal series, “The Super App Shift: How Consumers Want To Save, Shop And Spend In The Connected Economy,” noted that one of the few barriers to uptake is fear of data security.
“Prospective users’ concerns tend to focus on data security and data management,” we wrote. “Our research shows that 45% of consumers would remain ‘very concerned’ about being hacked if they used a super app, and 38% were concerned about how much data they would have to share to access its features. This concern is almost universal, and 5% more German consumers show concern than other groups.”
Read the report: The Super App Shift: How Consumers Want To Save, Shop, And Spend In The Connected Economy
As with any software application, the security of a superapp depends on a number of factors, including the security measures implemented by the developers and the user’s own security practices. Some super apps have been criticized for data collection and privacy practices, so it’s important for users to be aware of these issues and make informed decisions about the apps they use.
To ensure the security of your personal information, it is always a good idea to research the app before downloading it, read reviews and user comments, and pay attention to any warnings or messages from your device’s operating system. It is also important to use strong passwords and enable two-factor authentication whenever possible, and to be careful when entering sensitive information such as financial or personal information.
It is difficult to predict the future of super apps with certainty as it depends on a number of factors such as market demand, technological advances and the actions of individual companies. However, it is likely that super apps will continue to evolve and become more sophisticated over time, incorporating new features and services as they become available.
A trend that may continue is the integration of artificial intelligence and machine learning into these platforms, which may enable them to offer more personalized and efficient services to users. It is also possible that these apps will expand to include more sectors and industries, potentially becoming an even more integrated part of people’s daily lives.
Ultimately, the future of super apps will be shaped by consumer needs and preferences, as well as developers’ efforts to create innovative and useful apps.