Consumer engagement in the connected economy continues to gain ground, as new PYMNTS research found that the use of apps and platforms saw double-digit growth in January.
According to a survey of over 2,700 US consumers for the ConnectedEconomy™ Monthly Report: Digitally Divided – Work, Health and the Income Gap, 14% growth in travel and transportation-related usage led.
There were different usage patterns in both the types of apps most used, and a growing gap in the income levels of those who use apps and websites to buy and pay for goods and services. With travel one of the few winners in a tumultuous 2022, the rise in travel app usage isn’t entirely unexpected.
“The most significant growth we’ve seen is in the percentage of consumers using digital to support their travel and travel needs, using apps, aggregators and platforms to help them do everything from travel to travel to planning of holidays,” says the study. “On average, 14% more consumers reported using these types of digital tools in January 2023 than a year ago.”
Consumers also used more of these tools to plan and book vacations, as the data showed that “16% more consumers are checking travel information online and the share of purchasing airline tickets online also increased 16% year-on-year.” year”.
Also seeing an increase is the use of apps to find the best gas prices, which remains elevated despite falling from the national average of $5 a gallon in June.
“The use of apps to track and locate gas stations has grown the most,” the study found. “The proportion of consumers using petrol station tracking apps has increased by 18% year-on-year – perhaps reflecting a drive to find cheaper petrol prices [in the] area.”
Furthermore, the use of social networking applications saw significant year-over-year growth.
“In total, 59% of US adults posted on social media during January 2023, and 74% browsed on social media,” the study found. “These shares have increased from last year, to 54% and 70%, respectively.“
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