1 min read.Updated: 07 Dec 2016, 12:56 PM ISTLivemint
Although all mobile wallets have been helped greatly by demonetisation, Paytm has benefited somewhat disproportionately in terms of volumes
Mint and digital analytics firm Kalagato bring you exclusive and proprietary market intelligence based on actual customer behaviour and transactions. In this first edition, we present a special data panel on demonetisation and its effect on mobile wallet market share, average transaction values and average refill sizes.
Although all mobile wallets have been helped greatly by demonetisation, Paytm has benefited somewhat disproportionately in terms of volumes. We suspect this is because of its massive and relentless advertising campaign in recent weeks. Average refill values for wallets are up across the board.
We will keep track of this data over the next few months to see whether the wallets will be able to sustain and expand these numbers or if this is a temporary phenomenon that will fade as cash circulation increases.
We present reach data for a number of key digital sectors. These show indicative magnitude rather than exact figures; the trends are much more revealing than any specific reading. In some cases, as with Amazon’s rise, they provide quantitative confirmation and relative magnitude for what has been widely reported. In other cases, like OLX and Quikr, we believe we are presenting relative magnitudes for the first time.
The data can also help reveal the strategic rationale for actions such as the MakeMyTrip- Ibibo merger, which has created the clear leader in travel. Similarly, the data hint that Myntra-Jabong is now the clear fashion leader. We will be bringing you this data on a regular basis.