FROM AWARENESS TO ADOPTION: INSIGHTS INTO THE USAGE AND BENEFITS OF DIGITAL FINANCIAL SERVICES

The rapid growth of Digital Financial Services (DFS) has transformed financial access and inclusion, yet disparities in awareness, usage, and perceived benefits persist among users. This study aims to examine the awareness, usage patterns, and perceived advantages of DFS among individuals engaged in digital financial activities. A structured questionnaire was administered to 492 respondents, and data were analysed using descriptive statistics, including mean, standard deviation, and Cronbach’s Alpha for reliability assessment. Results indicate that respondents are highly aware of basic DFS tools such as ATMs and debit cards, moderately aware of investment-related services, and reasonably knowledgeable about government initiatives. Usage is highest for convenience-driven services such as fund transfers, online shopping, and account balance enquiries, while investment and insurance services are less frequently used. Functional benefits, usability, and value-added incentives were identified as key motivators for DFS adoption. The study highlights the need to enhance digital financial literacy, targeted awareness programs, and user-friendly platforms to improve adoption and strengthen financial inclusion.