Mumbai: ZEE5, India’s homegrown video streaming platform and multilingual storyteller for entertainment seekers, launched the fifth edition of its knowledge series, ZEE5 Intelligence Monitor, deep diving into the trends and consumption patterns of digital payments.

The digital payments industry edition sheds light on how its entire ecosystem has evolved in recent years and where it is headed. It highlights how the adoption of digital payments has gathered critical mass in India especially due to the democratisation of affordable smartphones and the proliferation of Internet and connectivity.

It also calls attention to women feeling empowered with digital payments as it gives them a sense of being independent and tech savvy. The survey also accentuates how digital payments are becoming omnipresent in India, as people are not only using more than one app to pay digitally but have also found multiple use cases to pay through their phones.

Launching the report, ZEE Entertainment Enterprises Ltd. COO Rajiv Bakshi said, "The ZEE5 Intelligence Monitor digital payments report unravels the key trends of the digital payments sector which has become ubiquitous across regions with increase in adoption of a digital first lifestyle. ZEE5, with its strong presence in both metros and non-metro cities, has a significant access to monitor, map and access data in determining consumption habits, purchase behaviour and consumption patterns. As a consumer first brand, we invest in identifying audience’s preferences to cater to them more efficiently, alongside empowering the marketers to tap into the audience base to edge a better connect and expand their products’ reach. We discovered interesting insights which brand marketers can use at their advantage; some findings that also challenge conventional notions of digital behaviour with respect to personal finance."