Digital Payment Adoption in India: Insights from Twitter Analytics

Abstract : Ever since demonetization happened in India on November 8, 2016, there has been a steady improvement in the use of digital payments. The usage trend has become exponential in the last 15 months across the digital payment methods (DPMs) in India. Government of India is promoting this landmark change of Indian financial system through Digital India initiative. Both national and international corporates, established as well as startups are investing heavily in DPMs to promote their products and services among Indian consumers. The promotion of DPMs also includes the use of social media marketing. Social media (especially Twitter) is being extensively used by companies to make the consumer aware about their services and promote themselves. The consumers do get motivated to try and use their services but they also share their grudges on Twitter. This paper aims to analyze DPMs adoption in India using Twitter as a tool. This study collected 172996 tweets over a period of four months and analyzed using a mix of conventional as well novel social media analytics techniques. Our analysis highlights the critical factors that drive and inhibit the use of DPMs in India. Further, our state wise analysis clearly differentiates about DPM adoption rate from high to low in all states of India.