- According to a study conducted by Nielsen on behalf of the consumer insights firm Bharat 2.0 in India, 89% of internet users browse the web every day.
- With 92% of its users accessing the Internet daily, urban India had the highest number of internet users.
- Currently, only 32% of the population accesses the internet for reading or watching the news, while 24% access it for gaming.
According to a study conducted by Nielsen on behalf of the consumer insights firm Bharat 2.0 in India, 89% of internet users browse the web every day.
The study, according to Nielsen, involved a face-to-face systematic stratified random survey conducted throughout every state, town, and village. Over 110,000 respondents participated in the survey between September 2021 and December 2021.
With 92% of its users accessing the Internet daily, urban India had the highest number of internet users. Despite this, the number of rural internet users was not far behind, as 86% also used the internet daily.
Daily internet usage stood at 91% among 16-19 years old, 20-29 years old, and 30-39 years old. Following this age group, the 40-49 age group used the Internet every day, with 87% of those surveyed. Following them were the users in the 12-15 age group, with 83% using the internet daily, followed by users over the age of 50 with 81%.
According to the study, India had a 48% internet penetration rate, with 646 million users. An estimated 294 million Indians use the internet in urban areas, which is 59% penetration. According to the data, 351 million rural residents use the internet, with 49% penetration. Approximately 352 million people in rural areas use broadband services, 20% more than in urban areas – a huge market opportunity to be leveraged as more people join the digital revolution,” the study stated on the market in rural areas.
In addition, it said that among those aged 12 years and older, mobile phones continue to be the most popular device for accessing the Internet. Mobile phones are the preferred method of accessing the internet for 99.99% of all users over the age of 12. India’s rural population stood at 99.9%, while its urban population stood at 99.8%.
Additionally, the study uncovered a gender divide in access to the internet. In the report, it said that while internet penetration is 60% in the country for men, it is only 42% for women. The proportion of males with internet access in urban areas was 71% while it was 57% for females. Males were more likely than females to use the internet in rural areas, with 54% having access, compared to 34% for females.
According to the report, 85% of Indian users use social media platforms to access the internet. For rural India, the corresponding number was 82%, while 89% of urban Indians used it to access social media. Almost all survey respondents (82%) use the internet for video calls; 74% use it to watch videos. Indian web users spent 56% of their time listening to music on the internet.
Currently, only 32% of the population accesses the internet for reading or watching the news, while 24% access it for gaming. In rural areas, only 21% of users accessed the internet for online gaming, compared to 27% in urban areas. Furthermore, the report found that gamers in big cities and towns were more likely to adopt online gaming. According to the report, the penetration of online gaming was 27% in cities with a population of more than 50 lakh, meaning that every fourth person who lived in one of these cities played online games.
According to the survey, only 17% of people living in towns with a population of between 5-50 lakh use the Internet for gaming, while the number is even lower in rural India at just 9%.