The landscape of Asian super apps is witnessing a notable shift. Despite maintaining a stronghold in the market, recent research indicates that growth rates are declining. According to a report from SplitMetrics, while Asian super apps contribute significantly to global user acquisition, their rapid expansion appears to be plateauing.
Super apps in Asia, which include giants like WeChat, Alipay, and Grab, account for an impressive 80% of user growth among the top 15 global super apps, which together boast a staggering 3.7 billion Android users. However, this growth has shown signs of slowing down. In 2024, the top 15 super apps have collectively added 370 million new users, a slight decrease compared to the 371 million added in 2023 and a significantly lower figure than the 404 million recorded in 2022.
The projected total user growth for 2024 is set at 499 million, matching the figures from the previous year but falling 9% short of the 548 million reached in 2022. This decline raises questions about the sustainability of the super app model. Consumers seem to be shifting towards specialized applications that cater to specific needs, such as TikTok for entertainment, Sina Weibo for social networking, and Tencent QQ for messaging.
Supporting evidence from Ekimetrics and Statista further highlights this trend. These reports indicate that users are not equally utilizing all bundled services within super apps. This uneven usage points to a growing preference for apps that focus on particular functionalities. As consumers become more discerning, the allure of comprehensive services integrated into a single app may diminish.
The top contenders among Asian super apps include well-known names such as LINE, Uber, PhonePe, Paytm, WeChat, Kakao, Zalo, Gojek, Rappi, Tata Neu, Careem, Revolut, and Alipay. Among these, apps like Revolut, Alipay, WeChat, KakaoTalk, and PhonePe have experienced the most significant growth in 2024. Interestingly, LINE stands out with a whopping 996 million lifetime downloads, followed closely by Uber with 906 million and PhonePe at 669 million.
According to Thomas Kriebernegg, General Manager at SplitMetrics Agency, super apps serve as entire ecosystems. He emphasizes their critical role in reshaping user expectations around seamless experiences. “The perception of acquiring 499 million new users this year may suggest a booming market. However, historical growth trends show that we are witnessing a slowdown, indicating a potential saturation point for the super app model,” he remarks.
Kriebernegg views the future of super apps optimistically, noting a rising demand for all-in-one solutions in Western markets as well, with companies like Uber and Revolut leading the charge. Today’s users no longer accept fragmented experiences; they look for smooth transitions between platforms—mobile, web, and wearable devices. This expectation necessitates that super apps adapt to remain competitive.
The slowing growth of super apps in Asia serves as a crucial reminder for marketers and developers. It underscores the importance of focusing on user experience and the need to innovate rather than just rely on existing models. As consumers seek more tailored experiences, the challenge will be to balance the convenience of bundled services with the demand for specialized functionalities.
In conclusion, while the dominance of Asian super apps is undeniable, the shifting dynamics of user preferences illustrate the need for evolution in their offerings. They must not only retain their vast user base but also adapt to changing consumer behaviors. With market saturation on the horizon, super apps must refocus their strategies to thrive in a more competitive and diverse app ecosystem.
