How We Will Pay, Brief 1: Bridge Millennials, Superconnecteds Lead In Digital-First Living

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Who are the superconnected super-consumers going boldly into the digital domain first, for almost everything in life, and without a second thought? You get two guesses.

How We Will Pay, a PYMNTS and Visa collaboration, surveyed a census-balanced sample of nearly 9,600 consumers on how they browse and shop for groceries and other goods, and found while the pandemic affects everyone, “no one has changed quite as much as the two most connected consumer groups of all: bridge millennials and superconnected consumers.”

As the report found, some 30 percent more bridge millennials and superconnected consumers are interested in new types of digital experiences than other consumers.

According to How We Will Pay, “Bridge millennial consumers, on average, own one more connected device than the average consumer, and superconnected consumers own four more than the average. They also tend to use those devices more than other consumers to engage with retailers through apps — and their app usage has increased during the course of the pandemic.”

Fully 6 in 10 bridge millennials and superconnecteds are using marketplace apps like Amazon and Walmart more now than pre-COVID, “compared to 55 percent of other consumers.”

We’ve gotten to know the bridge millennials pretty well, but the superconnected consumer is a fascinating new commercial lifeform who overlaps key cohort behaviors and adding their own.

“Superconnected consumers include those who own six or more devices and naturally have a greater interest in engaging in connected experiences,” according to the How We Will Pay findings. “These consumers not only tend to be more educated but also earn more than the average consumer. Superconnected consumers are, on average, 45 years old, 40 percent have college degrees, and nearly half of them earn more than $100,000 in annual income.”

Read full the full report by clicking here.