Abstract: The rapid expansion of digital banking infrastructure in India, particularly through Unified Payments Interface (UPI), mobile banking, and internet banking platforms, has significantly enhanced consumer awareness of e-banking services. However, increased awareness has not uniformly translated into proportional usage, especially in emerging and semi-urban regions such as Madhya Pradesh. This study investigates the gap between consumer awareness and actual usage of e-banking services, with a specific focus on identifying the behavioral, technological, and perceptual factors influencing this divergence.

    The study adopts a quantitative research design using primary data collected from consumers across selected urban and semi-urban areas of Madhya Pradesh. Statistical tools such as descriptive analysis, correlation, and regression modeling were utilized to examine the relationship between awareness and usage behavior.

    The study contributes to the existing literature by shifting the focus from awareness measurement to behavioral conversion dynamics in digital banking adoption. It offers practical implications for policymakers, banking institutions, and fintech stakeholders to design targeted interventions aimed at enhancing not only awareness but also trust, usability, and digital confidence among consumers.

Keywords: E-Banking Services, Consumer Awareness, Usage Behavior, Digital Banking Adoption, Perceived Risk, Trust, Financial Inclusion, Madhya Pradesh.