India's internet landscape is set for a remarkable transformation, with projections indicating a user base exceeding 900 million by 2025. This growth is largely fueled by expanding internet access in rural areas, as highlighted in the Kantar and IAMAI's Internet in India 2024 report.
The study reveals significant usage patterns and regional disparities, showing that rural India accounts for 55% of the 886 million active internet users in 2024. While rural segments are growing faster than their urban counterparts, challenges persist, with 41% of the population still lacking internet access primarily due to inadequate infrastructure and awareness.
On average, Indians spend 91 minutes online daily, with urban users spending more time than rural ones. The gender gap is narrowing, with females comprising 47% of the user base. Popular online activities include streaming OTT content, social media engagement, and communication.
A notable shift from traditional media to digital platforms is evident, with 24% of users becoming cord-cutters. Non-traditional devices like smart TVs and voice assistants are also on the rise. The adoption of AI tools is increasing, with many users acknowledging their benefits in productivity and social media.
Interestingly, around 15% of internet users utilize voice commands for online access, a trend particularly strong among rural users (55%). E-commerce is evolving too, with cash-on-delivery remaining the favored payment method for 105 million online shoppers, although engagement through social media apps is declining.
Among the 630 million non-internet users, 25% cite a lack of awareness as a barrier, while 12% highlight the absence of public internet access points, especially in rural regions. States like Kerala, Goa, and Maharashtra lead in internet penetration, while Bihar, Uttar Pradesh, and Jharkhand lag behind.
Indic languages are becoming increasingly significant, with 870 million users (98% of total users) engaging with content in these languages in 2024. Additionally, 57% of urban internet users prefer content in Indic languages.