Visa, the global leader in digital payments technology, announced an independent study, conducted in collaboration with YouGov, examining the consumer sentiment around digital payments in Bangladesh. The study observed high inclination amongst consumers (65%) in favor of adopting newer modes of digital payments, indicating increased awareness, acceptance, and adoption of digital forms of payments among Bangladeshi consumers.
One of the factors that surfaced as the key drivers of this adoption includes the ease of transition to digital form factors of payments, as stated by 74% respondents. Amongst those who have used less-cash currently than before, 54% state that the main reason to transit away from cash include – convenience while 40% vouched for efficiency and speed of transaction offered by digital modes.
Visa credit cards are seen in this picture illustration
This survey was aimed at understanding the pulse of the Bangladeshi consumer and their views towards the transition to a digital economy. The study indicates that amongst people for whom this adoption was tough:
Significantly, over half of the consumers (55%) value security more than convenience when it comes to making payments online. This is similar to the board – gender, ages, household income and even education levels.
The survey, which was conducted across three countries – Bangladesh, India, and Sri Lanka – also shows that millennials are more likely to use digital payments for everyday essentials like shopping at supermarkets, online, department stores, fast food restaurants, taxis/cabs etc. than other generations. The study also shows that the inclination towards embracing digital payments is higher amongst those from a higher income household.
Unveiling the findings, TR Ramachandran, Group Country Manager, Visa, India & South Asia, said, “More and more consumers are becoming digital natives, expecting a differentiated experience, oriented towards convenience and practical usability. IoT, contactless payment technology, enabling simplified, secure and faster eCommerce experience are some of the trends defining the next wave of the future of payments. The study shows that while consumers are steadily embracing digital payments, they are also seeking secure payment forms. At Visa, we constantly innovate and evolve to provide seamless and secure digital payment options that will make the transition to a digital economy a frictionless and trusted process.”
According to the survey, cash usage continues to show a steady decline from over 52% last year, to 49% currently and is expected to come down further to around 46% over next 12 months. On the contrary, preference for digital payment instruments such as cards continues to be on the rise, with over 32% respondents opting for these currently as against 29% a year back.
While there is a visible shift in consumer spend pattern from cash to digital modes, there is also a clear and willing adoption of this transition among consumers today. People across geographies realize the benefits of adopting digital modes of payment and are open to experimenting with the newer form factor of payments. Some of the biggest challenges inhibiting this transition are the lack of availability of the acceptance infrastructure and the promise of security. There is a slow but steady change in the consumer mindset paving the way to a digitally enabled economy.
The study, which sampled people in India, Bangladesh and Sri Lanka this October, was conducted by market researchers YouGov on behalf of Visa using active sampling, a method that focuses on ensuring the quality of the sample, rather than the quantity of the respondents.
The research probed over 2000 people across the Indian Subcontinent. Commissioned by Visa, the online survey was conducted independently by YouGov to find out the sentiment of the consumer adoption of digital payments and user habits in the region.