US consumers are interested in bundling digital activities

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December 18, 2021

Study shows strong super-app demand in the US, vindicating providers' bundling trend

A sizable majority of US consumers want to use a super app to house their digital activities in one place, per a new study from PYMNTS.

The study found that 67% of respondents would like to see at least two of their activities integrated in one place, while around 11% would like one app for managing their entire digital lives.

The demand for integrated digital routines is also consistent with what venture capitalist and internet pioneer Marc Andreessen has posited about business demand cycles: That vacillating user needs lead to repeated bundling and unbundling of products.

The interest in super apps demonstrates that consumers may view their current experience as too fragmented and complicated, and would prefer bundling their digital activities instead of conducting them separately.

Insider Intelligence's Tom Auchterlonie has the full story.

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