UPI In-App Advertising Survey

A0

Eligibility Screener

Two quick questions to check if you qualify for this survey.

1

Do you currently use any of the following apps for digital payments? *

Select all that apply.

2

How long have you been using UPI-based payment apps? *

a

Less than 6 months

b

6 months – 1 year

c

1–3 years

d

More than 3 years

3

In the past 30 days, have you seen any advertisement, promotional offer, or branded content inside a UPI or fintech payment app? *

a

Yes

b

No

c

Not sure

✅

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A1

About You

Basic demographic information. All responses are anonymous.

5

What is your gender? *

a

Male

b

Female

c

Other – please specify

d

Prefer not to say

7

What is your highest level of education completed? *

a

Undergraduate

B.A., B.Sc., B.Com., B.Tech., BBA, BCA, or equivalent – pursuing or completed

b

Postgraduate

M.A., M.Sc., M.Com., M.Tech., MBA, PGDM, Post-Graduate Diploma, or equivalent

c

Doctoral

Ph.D., D.Phil., or equivalent research degree

d

Other

8

What is your current occupation? *

a

Student

b

Salaried – private sector

c

Salaried – government / PSU

d

Self-employed / Business owner

e

Freelancer / Independent contractor

f

Currently not employed

g

Other

9

Approximate monthly personal income or allowance *

10

Which UPI or fintech app do you use most frequently? *

Select one. This anchors your answers to the trust questions in Part C.

11

Approximately how many UPI transactions do you make per month? *

a

1–5

b

6–15

c

16–30

d

More than 30

12

Do you have an active CRED account? *

a

Yes

b

No

B

Ad Exposure & Behaviour

How you encounter and interact with advertising on these apps.

13

Which types of in-app advertising have you encountered on a UPI or fintech app in the past 30 days? * *

Select all that apply.

a

Banner ad at the top or bottom of the screen

b

Full-screen interstitial ad appearing between actions

c

Native or sponsored offer card on the home screen

d

Reward or cashback offer linked to a brand

e

Scratch card promotion (GPay, PhonePe rewards, etc.)

f

Push notification from a brand via the app

g

In-app brand store or marketplace listing

h

None of the above

Banner ad

Interstitial

Native card

Scratch card / Reward

14

At what point during app usage do you most often notice advertisements? * *

Select all that apply.

a

On the home or dashboard screen

b

While initiating or completing a payment

c

On the post-payment confirmation screen

d

While browsing Offers, Rewards, or Cashback sections

e

While checking transaction history

f

Via a push notification bringing me into the app

15

How often do you actively engage with (tap or interact with) ads or branded offers on UPI or fintech apps? *

NeverVery often

NeverRarelySometimesOftenVery often

16

When you see a branded offer or advertisement on a UPI app, what do you typically do? * *

Select all that apply.

a

Ignore it completely

b

Glance at it but take no action

c

Read it fully but take no action

d

Tap to learn more

e

Redeem the offer or cashback

f

Screenshot it to use or share later

g

Other

C

Attitudes Towards In-App Advertising

Rate your agreement with each statement. All items in this section are required (*).

Scale for all questions in this section: 1 Strongly disagree · 2 Disagree · 3 Neutral · 4 Agree · 5 Strongly agree

C1 – Ad Relevance

Strongly disagree

12345

Strongly agree

LIKERT_C1

C2 – Ad Intrusiveness

Strongly disagree

12345

Strongly agree

LIKERT_C2

C3 – Platform Trust

Answer based on the app you selected as your primary app in Q10.

Strongly disagree

12345

Strongly agree

LIKERT_C3

C4 – Entertainment Value

Strongly disagree

12345

Strongly agree

LIKERT_C4

C5 – Personalisation

Strongly disagree

12345

Strongly agree

LIKERT_C5

D

CRED & Reward-Linked Advertising

Questions about your experience with reward-linked brand promotions. All items required (*).

CRED Store

42

How frequently do you browse the CRED Store, Offers, or Rewards section? *

a

Never

b

Rarely (once a month or less)

c

Occasionally (2–3 times a month)

d

Frequently (weekly)

e

Very frequently (daily or near-daily)

43

Have you ever redeemed CRED coins or rewards for a brand offer? *

a

Yes

b

No

Scale: 1 Strongly disagree · 3 Neutral · 5 Strongly agree

Strongly disagree

12345

Strongly agree

LIKERT_D

48

Have you discovered a brand through a reward-linked offer (CRED, GPay Offers, etc.) that you later purchased outside the app? *

a

Yes

b

No

c

Not sure

E

Brand Engagement

Think of a specific brand you have seen advertised on a UPI or fintech app. Keep that brand in mind. All scale items are required (*).

Please keep this brand and advertisement in mind while answering all questions in this section.

–

Which brand are you thinking of? (optional)

Which app did you most recently see this brand advertised on?

Scale for all questions below: 1 Strongly disagree · 3 Neutral · 5 Strongly agree

E1 – Cognitive Engagement

Strongly disagree

12345

Strongly agree

LIKERT_E1

E2 – Emotional Engagement

Strongly disagree

12345

Strongly agree

LIKERT_E2

E3 – Behavioural Engagement

Strongly disagree

12345

Strongly agree

LIKERT_E3

F

Ad Avoidance

Scale: 1 Strongly disagree · 3 Neutral · 5 Strongly agree

Strongly disagree

12345

Strongly agree

LIKERT_F

65

I would pay a small monthly subscription fee for an ad-free version of my primary payment app. *

Definitely notDefinitely yes

Definitely notProbably notNeutralProbably yesDefinitely yes

G

Open-Ended

Optional – skip any or all.

66

In your own words, how do you feel about seeing advertisements inside a payment app?

Optional

67

Compared to ads on social media (Instagram, YouTube), how would you rate ads on UPI apps?

68

Which platform shows the most relevant and well-designed advertising?

69

If you could change one thing about how UPI apps show you advertising, what would it be?

Optional

✅

Thank you!

Your responses have been recorded. This research will contribute to understanding how in-app advertising on UPI platforms shapes brand engagement among urban Indian consumers.

Your participation is greatly appreciated.

Consumer Attitudes Towards In-App Advertising on UPI Platforms

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