A data profile of the people who buy, follow and care about Mobile payment in India — modelled from more than twelve digital signal sources. Mobile payment has an estimated audience of 4,552,947 people in India.
The average Mobile payment fan in India is 30.1 years old, more male, and lives primarily in Maharashtra.
The audience is concentrated in Maharashtra, Uttar Pradesh, West Bengal.
Top brand affinities include Compass , Contactless payment, Electronic funds transfer, with strongest over-indexing on Compass (8.4× the country average).
Demographically, the Mobile payment audience skews more male with an average age of 30.1, and over-indexes on personality traits such as Need for Security, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 29 regions tracked by Rascasse.
The typical Mobile payment fan in India is more male, around 30.1 years old, with strong Need for Security tendencies and a notable affinity for Compass .
The key figures that characterise the Mobile payment profile in India.
20.9% are female, 79.1% are male, average age 30.1.
| Metric | Value |
|---|---|
| Female | 20.9% |
| Male | 79.1% |
| Average age | 30.1 |
| Estimated audience size | 4,552,947 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 36% | |
| 20-29 | 33% | |
| 30-39 | 19% | |
| 40-49 | 6% | |
| 50+ | 5% |
of the worldwide Mobile payment audience comes from India.
| Country | Share |
|---|---|
| United States | 14.5% |
| India | 6.7% |
| Italy | 6.1% |
Where the Mobile payment audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sikkim | ~3K | 1.40× | |
| 02 | Arunachal Pradesh | ~3K | 1.19× | |
| 03 | Nagaland | ~4K | 1.16× | |
| 04 | Mizoram | ~4K | 1.16× | |
| 05 | Manipur | ~6K | 1.08× | |
| 06 | Meghalaya | ~5K | 1.07× | |
| 07 | Goa | ~5K | 1.00× | |
| 08 | Tripura | ~6K | 0.99× | |
| 09 | Himachal Pradesh | ~20K | 0.94× | |
| 10 | Chhattisgarh | ~30K | 0.93× | |
| 11 | Uttarakhand | ~20K | 0.93× | |
| 12 | Jammu and Kashmir | ~20K | 0.92× | |
| 13 | Jharkhand | ~40K | 0.91× | |
| 14 | Assam | ~40K | 0.87× | |
| 15 | Madhya Pradesh | ~70K | 0.85× | |
| 16 | Odisha | ~40K | 0.85× | |
| 17 | Punjab (region) | ~50K | 0.84× | |
| 18 | Andhra Pradesh | ~50K | 0.84× | |
| 19 | Tamil Nadu | ~90K | 0.83× | |
| 20 | Bihar | ~70K | 0.82× | |
| 21 | Haryana | ~50K | 0.82× | |
| 22 | Maharashtra | ~200K | 0.80× | |
| 23 | Telangana | ~50K | 0.80× | |
| 24 | Rajasthan | ~80K | 0.79× | |
| 25 | Karnataka | ~90K | 0.78× | |
| 26 | Kerala | ~50K | 0.78× | |
| 27 | Gujarat | ~100K | 0.76× | |
| 28 | West Bengal | ~100K | 0.74× | |
| 29 | Uttar Pradesh | ~200K | 0.72× |
The strongest cross-interests of the Mobile payment audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Contactless payment | Business & Career | 9.30× | ||
| 02 | Compass | Business & Career | 8.40× | ||
| 03 | Google Docs | Internet & Social Media | 5.46× | ||
| 04 | Electronic funds transfer | Business & Career | 5.13× | ||
| 05 | OLX | Shopping | 4.90× | ||
| 06 | Payment system | Shopping | 4.89× | ||
| 07 | Mahjong | Games | 4.63× | ||
| 08 | Digital wallet | Internet & Social Media | 4.28× | ||
| 09 | Payment | Business & Career | 2.64× | ||
| 10 | Ishan Kishan | Sports | 2.58× | ||
| 11 | Financial plan | Movies & TV | 2.31× | ||
| 12 | TradingView | Business & Career | 1.95× | ||
| 13 | Rummy | Games | 1.93× | ||
| 14 | Fantasy sport | Sports | 1.77× | ||
| 15 | International Chamber of Commerce | Business & Career | 1.74× | ||
| 16 | Option (finance) | Business & Career | 1.70× | ||
| 17 | Dharmendra | Movies & TV | 1.64× | ||
| 18 | Financial services | Business & Career | 1.60× | ||
| 19 | Gemini | Technology & Electronics | 1.56× | ||
| 20 | Money | Business & Career | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.46× | |
| Patriotism | CONSERVATISM | 1.23× | |
| Career Orientation | POWER | 1.22× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.61× | |
| Indulgence | JOY | 0.70× | |
| Pet Ownership | JOY | 0.70× |
Mobile payment has an estimated audience of 4,552,947 people in India, concentrated in Maharashtra and Uttar Pradesh.
20.9% of Mobile payment fans are female, 79.1% are male, with an average age of 30.1 years.
Mobile payment fans show strongest brand affinity for Compass (8.4×), Contactless payment (9.3×), and Electronic funds transfer (5.13×) over the country average.
Mobile payment fans in India are most concentrated in Maharashtra (reach ~200K), Uttar Pradesh (reach ~200K), and West Bengal (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Mobile payment itself, the audience over-indexes on Contactless payment (9.3×), Electronic funds transfer (5.13×), Payment system (4.89×), and Google Docs (5.46×) compared to the India average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in India who actively search for Mobile payment. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across India. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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