Urban Indian youth consumes 120+ minutes daily of social media; Female users dominate e-commerce attention: Report
New Delhi, June 1
Social Media usage among the young, mass-market urban India demographic aged 18-24 years averages more than 120 minutes per day, significantly outpacing the overall category average of 97.9 minutes per day.
According to a joint report by VTION and the Internet and Mobile Association of India (IAMAI), the digital consumption landscape reflects sharp demographic variations across platforms, with distinct age groups and genders driving different engagement metrics.
While the youngest cohort commands social platforms, older consumers aged 35 and above anchor the entertainment sector, spending an average of 77.2 minutes per day.
The report revealed a pronounced gender difference in time investment. Female users spend more time in e-commerce and quick commerce platforms compared to their male counterparts, showing 47 per cent more engagement within the 18-24 age bracket.
The report stated that "Audience share measures the first. Time spent measures the second. In Urban India's highest time-spent categories, those two numbers point in different directions - and the direction of deeper engagement consistently belongs to female users."
The report also showed that the female engagement premium is consistent across various digital spaces. The 25-34 female cohort in Mega Cities averages 35.2 minutes per day in e-commerce and quick commerce platforms, whereas males in the same demographic average 24.8 minutes per day, translating to 42 per cent more engagement.
This gender-based variance remains steady regardless of the specific service model, with quick commerce platform Blinkit registering a 57 per cent female audience, and e-commerce applications Meesho and Myntra recording 61 per cent and 54 per cent female audiences, respectively.
"Any brief that targets 'e-commerce shoppers' without female-first planning is mis-aimed," the report said.
The structural trends indicated that the wider entertainment category maintains an average daily engagement of 77.2 minutes with stable monthly active users, primarily led by the 35 plus demographic. In contrast, social media shows a 5 per cent growth in monthly active users, anchored by the 18-24 segments.
The report also noted that "entertainment is not a reach differentiator; it is an attention differentiator. Female audiences spend more time, making duration the key targeting lever."
Messaging follows with 58.6 minutes per day, while specialized segments like loan and credit apps show a 30 per cent monthly active user growth, and artificial intelligence applications register a growth rate exceeding 100 per cent.
— ANI
Reader Comments
Interesting breakdown, but I worry about the implications. 2+ hours daily on social media for youth - that's time that could be spent on skill development or physical activities. The AI app growth rate >100% is encouraging though. At least we're adopting new tech. But 35+ crowd spending 77 minutes on entertainment? That's probably us watching YouTube tutorials and web series after work! 😅
The gender data is fascinating. As a guy, I barely spend 30 mins on shopping apps, but my sister is constantly on Myntra and Meesho. The 47% more engagement for women in 18-24 bracket makes sense - they're the ones actually buying things, while we're just scrolling. Also, Blinkit having 57% female audience? That's real - my mother does all the grocery ordering at home. Masala, dal, veggies - sab online aa raha hai ab! 😄
Finally a report that understands female digital behavior! We're not just passive consumers - we're actively engaging across platforms. The finding that "duration is the key targeting lever" is so true. When I shop, I compare prices, read reviews, and check multiple apps before buying. That takes time. Also, good to see AI apps growing - ChatGPT has been a lifesaver for my college projects. But 120 mins social media? Time to set some screen limits maybe... 😅
The report's point about "female-first planning" for e-commerce is spot on. But I wish they'd also analyze how much of that time is productive vs. addictive scrolling. As someone in advertising, I see brands targeting women heavily, but the 18-24 male segment seems underserved. Also, loan apps growing 30%? That's slightly worrying - we don't want youth falling into debt traps. Needs more regulation IMO. Good insights overall though.
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