Why are Indian Consumers Slow to Adopt Digital Financial Services?
Omidyar Network’s new report “Currency of Trust” surfaces 10 key behavioral insights that answer this question. The report highlights the current context and behaviors of a diverse sample of Indian consumers — covering 30 communities across urban, semi-urban, and rural areas — regarding their digital consumption and readiness for digital financial services on key issues such as ease of use, trust, and social collaboration.
Leveraging in-depth interviews with consumers and human-centered design prototyping sessions, the report also sheds light on five key “consumer personas” — consumer groups with similar personality traits, socioeconomic status, and access to technology, that offer a pathway through which providers can initiate or increase engagement with their digital financial services.
Learn more about the Currency of Trust report here.