Digital Payments, Food delivery, and Grocery delivery top India’s priorities on smartphones, finds CMR

Prabhu Ram, Head - Industry Intelligence Group

Prabhu Ram, Head - Industry Intelligence Group

  • On average, each smartphone user is using 7 mobile apps
  • 60+ brands, cutting across 15 diverse categories, find a place in the CMR Alpha Brands list.

24 November 2023 | NEW DELHI. Convenience has emerged as a top priority for Indian consumers, driving a surge in the use of mobile applications. A recent study by CyberMedia Research (CMR) reveals that the average smartphone user in India is using seven mobile apps, with digital payments, food delivery, and grocery delivery topping the list of preferred services.

The study, titled “CMR Alpha Brands 2023,” surveyed over 3,000 consumers across seven major Indian cities. Consumers are increasingly turning to mobile apps for their daily needs, seeking a combination of convenience, reliability, and trust in the brands they choose.

“Consumers demand a trifecta: credibility, reliability, and convenience in every purchase,” said Prabhu Ram, Head-Industry Intelligence Group at CMR. “The Alpha Brands study illuminates a critical truth: resilient brands are the ones that have nurtured profound emotional connections with their consumers.”

The Alpha Brands have been arrived at on the basis of their performance across major components, including brand’s users, key decision makers, NPS score, level of satisfaction and the overall brand trust quotient. The brand trust quotient was arrived on the basis of consumer satisfaction and brand advocacy.

Here are some key highlights from the Alpha Brands 2023:

  • Digital payments: Amazon Pay has most satisfied users (48%), ahead of Paytm (35%), Google Pay (33%) and Phonepe (27%). Consumers prioritized safety, security as well as convenience in choosing their digital wallet.
  • Over the Top Online Entertainment (OTT): Amazon Prime Video is the clear leader, followed by Disney Hotstar at a distant second position. In terms of advocacy, Amazon Prime Video (65%) consumers are ahead in advocating for the brand than Disney Hotstar (37%).
  • Grocery Delivery: Amazon Fresh is leading the charge in terms of both satisfaction (36%) & advocacy (60%) among consumers followed by Blinkit in terms of satisfaction (19%) and advocacy (53%).
  • Salon at Home: Urban Company has the highest customer satisfaction rate at (38%) and holds the top position in advocacy with an impressive (65%).

“Convenience coupled with trust is not just a winning formula; it’s the lifeline of modern businesses,” said Sugandha Srivastava, Senior Manager-Industry Consulting Group at CMR. “Mobile app-based brands have rewritten the narrative, reshaping how consumers perceive and interact with products and services.”

 Note for Editors:

The CMR Alpha Brands 2023 is based on a comprehensive digital survey covering 3000+ respondents across top seven cities of India, namely New Delhi, Mumbai, Kolkata, Chennai, Hyderabad, Bangalore and Ahmedabad. The Alpha Brands 2023 delved into the connections that consumers have with brands across fifteen different verticals, including Digital Payment, Food delivery, Grocery delivery, Clothes & Accessories delivery, Ride booking services, Electronics delivery, Hospitality & Travel, OTT Subscriptions, Health & Pharma, Online Marketplace, Social Commerce, Online learning platform, Salon Services at home, Furniture delivery, and Meat delivery.

 Study Citation Disclaimer:

 The findings presented in this study are the intellectual property of CyberMedia Research (CMR). Unauthorized use, reproduction, or dissemination of these findings, in whole or in part, without proper citation is strictly prohibited. Consumer tech brands and any other entities interested in citing or utilizing these findings are required to obtain a valid license by contacting  Failure to comply with these terms will result in legal action.