Helping Touch ’n Go Digital Deepen Understanding of E-Wallet Behaviour in Malaysia

As e-wallet adoption grows in Malaysia, usage patterns are becoming more complex.

While many consumers have adopted e-wallets, not all use them in the same way. Some rely on them daily, while others use them occasionally or only in specific situations.

For Touch ’n Go Digital, understanding these differences was key to strengthening engagement and improving how their ecosystem serves different user groups.

Moving Beyond Adoption to Usage Behaviour

The objective of the study was not simply to measure adoption, but to understand how and why consumers use e-wallets differently.

In particular, the focus was on comparing:

  • Regular users who frequently rely on e-wallets
  • Irregular users who engage more selectively

This distinction is important.

Two users may both have the app installed, but their behaviours, expectations, and barriers can differ significantly.

A Combined Quantitative and Qualitative Approach

To capture both scale and depth, the study was designed using a mixed-method approach.

This included:

  • A quantitative online survey with 700 respondents
  • Four focus group discussions to explore deeper motivations and attitudes

The quantitative component provided a clear view of usage patterns and segmentation.

The qualitative sessions helped uncover the underlying reasons behind those patterns, including:

  • Perceived benefits and limitations
  • Situational triggers for usage
  • Frictions that prevent more frequent engagement

Together, this created a more complete picture of user behaviour.

Understanding the Gap Between Regular and Irregular Users

The study revealed clear differences between user groups.

Regular users tended to:

  • Integrate e-wallets into their daily routines
  • Be more familiar with available features
  • Use the platform across multiple use cases

Irregular users, on the other hand, showed more conditional behaviour.

Their usage was often:

  • Triggered by specific promotions or needs
  • Limited to certain transactions
  • Influenced by habit or familiarity with alternative payment methods

This gap highlighted that increasing adoption alone is not enough. The challenge lies in increasing depth of usage.

Translating Insights Into Product and Experience Improvements

The findings provided actionable direction for how the platform could evolve.

From a product and experience perspective, the insights supported:

  • Structuring the app in a way that better aligns with how users navigate and prioritise features
  • Reducing friction points that discourage more frequent usage
  • Highlighting relevant services based on different user behaviours

This helps ensure that the app experience feels intuitive for both regular and less frequent users.

Strengthening Targeting and Communication

Beyond product design, the study also informed how Touch ’n Go Digital could engage users more effectively.

With clearer segmentation, communication strategies could be refined to:

  • Address specific needs of different user groups
  • Encourage progression from irregular to more regular usage
  • Reinforce value propositions that resonate with each segment

Rather than applying a single message across all users, engagement could be more targeted and relevant.

Supporting Loyalty and Long-Term Engagement

One of the key outcomes of the study was a better understanding of what drives continued usage.

This enabled Touch ’n Go Digital to:

  • Identify factors that encourage repeat behaviour
  • Strengthen loyalty mechanisms within the platform
  • Create more consistent user engagement over time

By focusing on behaviour rather than just adoption, the platform is better positioned to build long-term relationships with its users.

Closing Thoughts

In a fast-evolving digital payments landscape, understanding user behaviour at a deeper level is essential.

For Touch ’n Go Digital, this study provided clarity on how different users interact with the platform, and where opportunities exist to improve both experience and engagement.

By combining quantitative scale with qualitative depth, the research enabled more informed decisions across product, communication, and loyalty strategies.

This reflects a broader principle.

The more clearly a brand understands how its users behave, the better it can design experiences that fit naturally into their everyday lives.

About Central Force International Sdn Bhd

Central Force International (CFI) is Malaysia’s leading homegrown market research agency, specialising in comprehensive data collection services since 1996. As a trusted partner and member to global organisations such as ESOMAR and WAPOR, we are dedicated to delivering high-quality, ethical, and impactful research insights. With in-house teams for data processing, quality control, and research, CFI ensures every project meets the highest standards of excellence. Guided by our core values—Ethics, Quality, Care—we empower clients with reliable data to drive informed decisions across diverse industries. Visit us at www.cforce-int.com to learn more.