Social Media: A joint report by VTION and IAMAI shows that people in the age group of 18-24 years in urban India spend an average of more than 120 minutes per day on social media platforms.

(Social Media Trends Among Youth)

Social Media: While the use of digital platforms is steadily increasing in India, there are significant differences in the online habits of people of different ages and genders. According to a new report, urban youth aged 18 to 24 spend the most time on social media, while women outnumber men on online shopping and quick commerce platforms.

Young people spend more than two hours a day on social media.

A joint report by VTION and IAMAI shows that people aged 18-24 in urban India spend an average of over 120 minutes per day on social media platforms . This figure is significantly higher than the overall social media category average of 97.9 minutes per day. This clearly indicates that young people are the most engaged with social networking apps, and their engagement in the digital world is steadily increasing.

Entertainment apps are dominated by people over 35 years of age.

While social media is dominated by young people, entertainment-related platforms are the most popular among users aged 35 and older. This segment spends an average of 77.2 minutes per day watching entertainment content. According to the report, the number of users in the entertainment sector has remained stable, but this category has been successful in maintaining people's attention for a longer period of time.

Women participate in online shopping more than men

The report also reveals interesting trends by gender. Women aged 18 to 24 spend approximately 47 percent more time on e-commerce and quick commerce platforms than men. This suggests a greater interest in online shopping and quick delivery services.

The same trend was seen in big cities as well.

A similar pattern was observed among women aged 25 to 34. In metropolitan areas, women in this age group spent an average of 35.2 minutes per day on e-commerce and quick commerce apps, compared to 24.8 minutes for men. This means that women's participation here is also approximately 42 percent higher.

Strong female presence on quick commerce and fashion apps

According to the report, the quick commerce platform Blinkit had a 57 percent female user base. E-commerce platforms like Meesho and Myntra saw female participation at 61 percent and 54 percent, respectively. These figures indicate that women's role in online shopping services is steadily strengthening.

Messaging, finance and AI apps are also growing rapidly.

In addition to social media and entertainment, people are spending an average of 58.6 minutes per day on messaging apps. Loan and credit-related apps have seen a nearly 30 percent increase in monthly active users. The fastest-growing category was artificial intelligence (AI)-based applications, where user growth exceeded 100 percent.

User preferences are changing in the digital world

The report clearly demonstrates that India's digital ecosystem is rapidly evolving. While young people are spending the most time on social media, women have emerged as the most active users of e-commerce and quick commerce platforms. Meanwhile, the growing popularity of AI and financial apps suggests that digital consumption patterns could change even more rapidly in the coming years.