Digital Payments Changed Consumer Behavior: Kearney

Digital Payments Changed Consumer Behavior: Kearney

The surge in digital payments for online purchases has led to a permanent shift in the behaviour of consumers, a report by Kearney observed in its report titled, " How Urban India Pays," adding that it is also influencing offline transactions.

ANIUpdated: Wednesday, July 10, 2024, 04:04 PM IST
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The surge in digital payments for online purchases has led to a permanent shift in the behaviour of consumers, a report by Kearney observed in its report titled, " How Urban India Pays," adding that it is also influencing offline transactions.

Prefer digital payments

According to the observations made by the report, a significant 90 per cent said that they prefer digital payments for online shopping. Similarly, about 50 consumers were found using online payment methods during their offline purchases.

More than 85 per cent of the respondents indicated a strong preference for digital payments for discretionary spending, such as electronics, clothes, and footwear, as per the report.

It further added that millennials and Gen X are at the forefront of adopting digital payment instruments, though boomers also exhibit significant usage, particularly with cards and digital wallets.

Notably, both men and women utilise digital payments in about 72 per cent of their transactions, underscoring gender parity in digital payment adoption, as per the report.

Reasons behind choosing digital payments

About 60 per cent people who participated in the survey highlighted convenience as the primary reason behind their choice of digital payments.

Additionally, consumers are also influenced by the rewards or incentives for digital payments, with 49 per cent of consumers choosing it for online purchases and 34 per cent for offline transactions, as per the report.

Digital payments penetration

Digital payments have penetrated small towns, with respondents in these areas highlighting that 65 per cent of their transactions are digital, while respondents in larger cities cited this ratio to be 75 per cent, it added.

Interestingly, some cities like Lucknow, Patna, Bhopal, Jaipur, Bhubaneswar, Indore, Ahmedabad, and Pune show a high degree of digital payment usage (DDPU) comparable to metro cities, despite having lower retail potential, as the report highlighted.

BNPL and wearable payments

The use of co-branded credit cards is also gaining popularity in the country, as per the report. It further highlights that buy now, pay later (BNPL), wearable payments, and voice-assisted payments are making significant strides, with 87 per cent awareness among respondents and 34 per cent having already used it.

The digital modes constitute approximately 69 per cent of total transaction volumes for merchants, as per the report

Highlighting the widespread adoption, the report observed that even street vendors, including paan shops, fruit and flower sellers, food stalls, and Kirana stores, are swiftly adopting digital payments, receiving an average of 46 per cent of their payments digitally.

The survey also underscores the challenges facing both consumers and merchants. It adds that both are facing similar challenges, including financial fraud, connectivity issues, and building trust in digital transactions.

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