Most data gets stuck in categories. E-commerce in one report, travel in another. Food delivery, demat, OTT -- all tracked separately, neatly labeled.
But people don’t live like that.
Someone who just booked a business hotel in Mumbai might also be ordering whey protein on Blinkit. A person binge-watching Netflix all weekend might be the same one trading stocks at 9:15 AM on Monday. These aren’t edge cases -- they’re just real people doing real things.
And every once in a while, we get a view that cuts across all of it.
People don’t live in categories -- they live across them We often think of users as “Zomato users” or “Swiggy users,” “frequent fliers” or “long-term investors.” But the overlaps tell a more interesting story.
When you piece together behaviors across platforms -- say, by observing the trail of confirmations and receipts that land in inboxes -- a few curious patterns start to emerge.
Here are a few that stood out: People shopping from luxury or premium e-commerce platforms often show up in full-service flight and hotel bookings. Think last-minute weekend trips, business class upgrades, and 4-star stays. The spending isn’t just about products -- it’s a broader lifestyle.
Heavy OTT users (especially those on higher-tier plans) tend to be late-night shoppers on quick commerce apps. Binge a few episodes at night, and a snack order isn’t far behind. The connection is casual, but consistent.
Active demat users -- the kind making frequent trades -- also have high weekday food delivery activity. Midday orders, same restaurants, repeat behavior. Feels like the lunch routine of WFH investors tracking the market.
Frequent fliers often show ride-hailing activity clustered around airports -- not surprising, but the extent of loyalty to one ride app or one airline program is something you only notice in the aggregate.
Why it’s worth paying attention Most platforms only see one part of the user. But if you can step back and look across categories, the picture sharpens. It’s not just “what someone bought,” it’s how they live.
For brands, this opens up smarter ways to design offers, predict needs, or even just understand what else might matter to their customer. A trader who orders Zomato daily might respond better to cashback than lower brokerage. A luxury shopper who flies frequently might care more about loyalty than discounts.
This kind of context isn’t always obvious. But it shows up -- quietly -- in the patterns.
You don’t need a survey to see how someone lives. Their inbox already knows.
Explore how Vumonic’s email receipt data can uncover the hidden truths in your market. Contact us to know more!