Google unveiled a survey at App Summit, a mountain view of the app industry giant that highlights trends in the app industry, especially 'super apps' that bring together multiple services on a single platform and are now a trend. global.
This concept is still distant from most Brazilians who, when presented, reveal a desire to try it. According to the Google report, 80% of respondents do not know what super apps are, but 45.8% would be willing to download such an app, and 20.3% would do so immediately.
The great advantage pointed out by the survey participants is the saving of space in the smartphone's internal memory, with 30.1% of the votes. The idea of the super app is to bring together, in the same environment, services such as messaging, shopping, food delivery and shared ride, to be an example.
Exchanging messages was voted the top among the functions that cannot be missed in a super app, with 44.8% of the votes. Purchases and delivery services followed, with a preference of 30.3% and 29.2%, respectively. Then general services – air ticket purchase, average consultations and other services – mobility and financial services round out the favorites list.
According to Google, the survey heard 500 people during the month of August. The company understands that super apps represent another option to serve a new generation of consumers, who seek agility in the palm of the hand.
The challenge lies not only in acquiring these users, but in maintaining a fixed and engaged base. It takes value to stay relevant in this market. ”
Ligia Cano, Head of Google's Fast Growing Customer Apps
For retailers, a super app represents new possibilities to reach and retain customers with promotions and advantages, as well as a faster shopping experience for the consumer.
Expanding service offerings on the same platform tends to increase the frequency of use of an app by the value generated for the user. Delivering maximum convenience should be the ultimate goal. ”
Maíra Ramos, Head of Apps for Large Business at Google Brazil.
The event also featured figures from leading application analytics company AppAnnie. According to the company, there is an increase in online sales proportional to the use of apps between 2014 and 2018, with $ 5 billion spent on Black Friday and Cyber Monday weeks for Android device apps last year in the US alone.