Italy and Spain Lead European Demand for All-in-One App

Consumers’ appetites for an all-in-one app are growing, with nearly 4 in 10 European consumers craving a single app to manage their everyday digital activities. PYMNTS’ latest research shows this trend is particularly popular among consumers in Italy and Spain.

This growing sentiment is detailed in “The Global Appeal of an Everyday App: Focus on Europe,” an independently produced PYMNTS study. The report examines the demand for integrated everyday apps among consumers across key global markets, particularly Europe, and draws on insights from a survey of 10,885 consumers conducted from May 1 to May 19.

Other key findings from the report include:

Italy and Spain lead in their desire for digital convenience and corresponding interest in an everyday app for digital activities.

In Europe, Italy and Spain lead the pack in wanting digital convenience, with 42% of consumers in Italy and 44% of their counterparts in Spain showing high interest in an everyday app. This demand is prominent among the lucrative groups of millennials and high-income earners, indicating a robust market for streamlined and integrated digital experiences.

Developers of an everyday app for digital activities need to be laser-focused on security.

Security is a top concern for consumers when it comes to everyday apps. Nearly one-third of European users would prioritize robust security features, with 33% of consumers in the U.K. choosing two-factor authentication or passkey for login. Region-specific preferences, such as the emphasis on encrypted data in Germany, underscore the need for market-specific tailored security frameworks in these apps.

The app provider’s reputation is crucial in whether consumers would sign up.

The reputation of an everyday app’s provider would significantly impact the app’s acceptance among consumers. PYMNTS’ data shows that 31% of European consumers consider a provider’s reputation critically important — especially for effective data security and fraud prevention. This underscores the pivotal role trust would play in adopting an all-in-one app.

As interest in an everyday app grows, providers must know what features consumers want to see and the factors that would influence their adoption. Download the report to learn more about what an integrated everyday app needs to draw consumers in.