The ecosystem remains overwhelmingly mobile-first. Nearly 94% of users access the internet via mobile data, with more than 622 million smartphone owners making handheld devices the primary gateway to digital services. Notably, over a third of users also share their smartphones, highlighting a layer of collective access within the digital economy.
User behaviour is increasingly shaped by video and social engagement. Video consumption leads as the most popular activity, with 78% of users watching online content, while 74% actively engage on social networking platforms, reinforcing the dominance of visual and interactive formats in everyday digital habits.
Connected TV is also gaining traction, particularly in southern markets. About 25% of households in South India own a smart TV, significantly ahead of the North (10%), West (16%), and East (5%). This growth is being fuelled by stronger broadband infrastructure and a rising preference for large-screen, lean-back viewing experiences.
Overall, the report signals a shift from basic connectivity to more immersive and diversified digital engagement. As users spread their time across multiple platforms, apps, and devices, India’s digital landscape is becoming increasingly fragmented.
For brands, platforms, and media companies, this evolution calls for a sharper understanding of audience behaviour. With consumers fluidly moving between video, social, and messaging ecosystems, success will hinge on crafting adaptive content strategies, nuanced media planning, and more precise audience targeting in
