Analysing Digital Transaction Awareness and Usage Pattern in Itanagar, Arunachal Pradesh

Abstract

This study explores consumer awareness and usage patterns of digital transactions in Itanagar, Arunachal Pradesh, focusing on differences across urban and rural populations and between genders. It examines how aware people are of digital transaction modes, identifies key sources of awareness, assesses how often different payment methods are used, and compares digital transaction usage across various domains. The findings show that urban residents and men are more aware of digital transactions than rural residents and women. UPI, mobile banking, and debit cards are among the most used digital transaction modes. Digital transactions are widely used for fund transfers, mobile recharges, online shopping, and retail payments, but urban respondents use them more frequently, especially in savings and investments. A significant association was found between place of residence and the use of digital transactions in the saving & investment domain, with urban respondents engaging more. The results highlight the need for greater digital financial literacy in rural areas, particularly in promoting awareness of digital transactions and their role in savings and investments.