Insights into Usage Trends, Demographics, and Emerging Opportunities in the Digital Realm
A recent report on internet usage in India has uncovered some intriguing insights, shedding light on the evolving digital habits of the nation’s populace. With 86% of internet users indulging in Over-The-Top (OTT) audio and video services, the landscape of digital entertainment is undergoing a significant transformation. But that’s just the tip of the iceberg.
The rise of non-traditional devices like smart TVs and speakers has played a pivotal role in this paradigm shift, fostering a 58% growth between 2021-23. This surge is largely fueled by the emergence of a new breed of consumers termed ‘cordcutters’, who prefer internet-based content consumption over conventional television.
Here are seven captivating revelations from the report:
- Diverse Internet Usage: Apart from OTT services, internet users in India are heavily engaged in communications (621 million users) and social media (575 million users), underlining the multifaceted nature of online activities.
- Rural Driving Force: Surprisingly, users from rural India constitute over 50% of the user base across all major internet use-cases, indicating a significant shift in digital adoption patterns.
- Milestone Internet Penetration: India has crossed the 800 million internet user milestone, with a growth rate of 8% year-on-year. Rural areas, with 442 million users, contribute significantly to this figure.
- Gender Parity: The report highlights a narrowing gender gap in internet usage, with the male-female ratio improving from 71:29 in 2015 to 54:46 recently.
- Decelerated Growth: While the overall growth rate has slowed down, rural areas continue to exhibit substantial expansion rates, albeit at a reduced pace.
- Indic Language Preference: A promising trend is the growing preference for Indic languages, with 57% of users opting for content in languages such as Tamil, Telugu, and Malayalam.
- Optimistic Outlook: States with lower internet penetration, like Jharkhand and Bihar, are witnessing above-average growth rates, signaling a broadening digital footprint across the country.
The ‘Internet in India’ report, compiled by the Internet and Mobile Association of India (IAMAI) and KANTAR, draws insights from the ICUBE 2023 study, encompassing over 90,000 households across all Indian states and Union Territories (excluding Lakshadweep). This annual report serves as a comprehensive barometer of the nation’s internet landscape, offering invaluable insights for policymakers and industry stakeholders alike.
