Urban Indian youth spends 120+ minutes daily on social media, report finds

Social Media utilization among the many younger, mass-market city India demographic aged 18-24 years averages greater than 120 minutes per day, considerably outpacing the general class common of 97.9 minutes per day. In line with a joint report by VTION and the Web and Cell Affiliation of India (IAMAI), the digital consumption panorama displays sharp demographic variations throughout platforms, with distinct age teams and genders driving completely different engagement metrics.

Whereas the youngest cohort instructions social platforms, older shoppers aged 35 and above anchor the leisure sector, spending a median of 77.2 minutes per day. The report revealed a pronounced gender distinction in time funding. Feminine customers spend extra time in e-commerce and fast commerce platforms in comparison with their male counterparts, displaying 47 per cent extra engagement inside the 18-24 age bracket. The report acknowledged that “Viewers share measures the primary. Time spent measures the second. In Urban India’s highest time-spent classes, these two numbers level in several instructions – and the route of deeper engagement constantly belongs to feminine customers.”

The report additionally confirmed that the feminine engagement premium is constant throughout numerous digital areas. The 25-34 feminine cohort in Mega Cities averages 35.2 minutes per day in e-commerce and fast commerce platforms, whereas males in the identical demographic common 24.8 minutes per day, translating to 42 per cent extra engagement.

This gender-based variance stays regular whatever the particular service mannequin, with fast commerce platform Blinkit registering a 57 per cent feminine viewers, and e-commerce functions Meesho and Myntra recording 61 per cent and 54 per cent feminine audiences, respectively .”Any temporary that targets ‘e-commerce customers’ with out female-first planning is mis-aimed,” the report mentioned.

The structural developments indicated that the broader leisure class maintains a median daily engagement of 77.2 minutes with steady month-to-month lively customers, primarily led by the 35 plus demographic. In distinction, social media reveals a 5 per cent progress in month-to-month lively customers, anchored by the 18-24 segments. The report additionally famous that “leisure shouldn’t be a attain differentiator; it’s an consideration differentiator. Feminine audiences spend extra time, making length the important thing focusing on lever.”

Messaging follows with 58.6 minutes per day, whereas specialised segments like mortgage and credit score apps present a 30 per cent month-to-month lively person progress, and synthetic intelligence functions register a progress price exceeding 100 per cent.

Printed on June 1, 2026