Buy Now Pay Later (BNPL) Usage Survey
Map how active BNPL users evaluate repayment terms, compare providers, and choose instalment options across purchase categories, so you can sharpen acquisition targeting, fix conversion drop-offs, and benchmark pricing against willingness to pay.
CONTEXT & RELEVANCE
Why run this survey now
Most BNPL providers don't lose active users purely on credit limits. They lose them due to checkout friction, unclear repayment terms, trust deficits at onboarding, merchant category misalignment, and competing installment offers, none of which fully show up in transaction logs or default rate reports.
If you are...
- BNPL product or credit head
- Fintech vs bank BNPL rivalry
- Merchant partnership growth lead
- Risk and underwriting strategy lead
- Revenue and monetization head
You're likely facing...
- Checkout abandonment: approval vs trust
- BNPL = risky/impulse-spend perception
- Repayment confusion: tenure vs fee
- Merchant fit gaps: category vs user intent
- Multi-provider switching at renewal
This will help answer...
- Adoption drivers beyond credit limit
- Drop-off stage: onboarding vs checkout
- Segment preference: fintech vs bank
- Fee tolerance and tenure sensitivity
- Switching triggers and loyalty signals
RESEARCH THEMES
What This Survey Investigates
Eight interconnected research themes that map the complete BNPL user journey from first checkout to repeat repayment.
Discovery & Awareness
- First BNPL touchpoint, channel
- Merchant embed vs. standalone app
Preference Drivers
- Provider selection criteria, ranked
- Instalment tenure preference by category
Onboarding & Activation
- KYC friction, approval speed
- Credit limit communication at signup
Journey Friction
- Checkout drop-off triggers
- Repayment reminder gaps, missed dues
Pricing & WTP
- Fee tolerance by instalment count
- Late fee perception vs. credit card
Usage & Stickiness
- Transaction frequency, basket size
- Multi-provider usage, switching triggers
Trust & Risk
- Data privacy concerns, consent clarity
- Credit score impact awareness
Competitive Positioning
- BNPL vs. credit card substitution rate
- Provider NPS, advocacy likelihood
SAMPLING STRATEGY
Tell us about your ideal sample
Help us understand your target respondent profile. Select what applies, we'll design the optimal sample plan based on your inputs.
METHODOLOGY
Survey approach
For the Buy Now Pay Later (BNPL) Usage Survey, we recommend a quant-first design with flexible data-collection modes to balance reach, depth, and verification across BNPL user and non-user segments.
EXECUTION PROCESS
How we execute
A proven 9-step process from scoping to delivery, designed to ensure quality, speed, and actionable insights.
Define the decision frame
Confirm objectives, target cohorts, geographies, and reporting cuts
Define the decision frame
Design the instrument
Build workstream modules mapped to outputs (drivers, friction, pricing, retention, trust)
Design the instrument
Lock the questionnaire
Review wording, sequencing, LOI, and competitive context; approve final version
Lock the questionnaire
Pilot and calibrate
Test comprehension and ease quality; refine quotas and remove friction where needed
Pilot and calibrate
Run fieldwork
Execute collection with active quota management and feasibility controls
Run fieldwork
Assure quality
Dedupe, attention checks, speed/consistency rules, removals with audit trail
Assure quality
Prepare the dataset
Clean data and deliver codebook/variable definitions
Prepare the dataset
Analyse and synthesise
Driver ranking, leakage diagnostics, pricing bands, segment insights
Analyse and synthesise
Deliver and align
Executive deck (optional dashboard) and leadership readout with recommendations
Deliver and align
COMMERCIAL TERMS
Request a Commercial Proposal
Pricing depends on cohort, geography, sample size, approach, LOI, and deliverables. Configure below for an indicative estimate.
Select Sample Size
Geography
Select Mode of Survey
Length of the Interview
$0.00
+ applicable taxes
Cost Breakdown
Note: Estimate is indicative only. Final pricing is subject to scope finalization after discovery call.
REFERENCE CASELETS
Reference
Real-world examples of survey work in the consumer credit and fintech payments space.
Instalment credit adoption & drop-off triggers among urban millennials (India)
OBJECTIVE
WHAT WE DID
DELIVERED
Instalment credit adoption & drop-off triggers among urban millennials (India)
Merchant-side BNPL positioning & onboarding friction audit (Southeast Asia)
Instalment credit adoption & drop-off triggers among urban millennials (India)
OBJECTIVE
A digital-first NBFC needed to isolate why first-time instalment credit users abandoned checkout before completing a split-payment transaction, and how trust signals and fee transparency shaped that decision across metro and tier-2 cities.
WHAT WE DID
Ran a structured quant survey across 600 respondents in 8 cities, capturing checkout abandonment triggers , fee comprehension scores , preferred repayment cadence , and the specific screen or step where intent collapsed for each user segment.
DELIVERED
A drop-off friction map by city tier, a ranked list of trust barriers at each checkout stage, and a fee communication corridor showing the disclosure formats that held or lost user confidence at the point of commitment.
FREQUENTLY ASKED QUESTIONS
Common Questions
Answers to frequently asked questions about this survey mandate.
What decisions will this survey enable?
Who is the buyer vs who are the respondents?
Can we see differences between first-time BNPL users, repeat BNPL users and multi-provider users?
How will you measure BNPL provider preference beyond simple ratings?
Will the survey map the full BNPL checkout journey and drop-offs?
Can this survey inform product and pricing strategy?
How will findings improve our merchant partnership and acquisition strategy?
Still have questions?
Schedule a discovery call to discuss your specific needs and get a custom quote.