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India’s internet user base is on track to cross 900 million (90 crores) this year, according to the “Internet in India Report 2024” compiled by the Internet and Mobile Association of India (IAMAI) and Kantar.
The study shows that India’s active internet users reached 886 million in 2024, growing at an annual rate of 8%. A significant driver of this expansion is rural India, which accounts for 488 million users, or 55% of the total.
Despite a slower rate of growth in cities, the countryside continues to see double the growth of urban regions, reflecting untapped potential in smaller towns and villages.
Rise of regional languages
The report highlights the importance of Indic languages in shaping online habits, with nearly 98% of users consuming content in local tongues such as Tamil, Telugu and Malayalam.
Moreover, 57% of urban internet users prefer accessing content in regional languages, underscoring a nationwide push toward local-language digital platforms. As technology becomes more accessible, particularly for first-time internet users, developers and content creators are increasingly focusing on language localization and cultural relevance.
Narrowing digital gender gap
Women now make up 47% of India’s internet user base—the highest share on record. In rural areas, women account for 58% of shared-device usage, reflecting improved digital inclusivity compared to previous years.
These numbers point to steady progress in closing the gender divide, as more women gain access to mobile devices and affordable data plans. The growing presence of women online also signals new opportunities for businesses and community initiatives focusing on female-centric products, services and educational resources.
Adoption of new technologies
The push toward digitalization extends beyond smartphones. The report indicates that the use of non-traditional devices, such as smart TVs and smart speakers, surged by 54% between 2023 and 2024, mainly in urban markets.
Rural users dominate in streaming activities such as over-the-top (OTT) video, music, social media and communication apps. In contrast, urban populations still lead in net commerce, digital payments and online education—a pattern that underscores the ongoing differences in how internet services are adopted across the country.
AI becomes mainstream
Emerging technologies have also found a receptive audience, with nine out of 10 internet users reportedly interacting with AI-powered apps at least once. This widespread acceptance is fueling enthusiasm for expanded AI features, though industry experts warn that accuracy and ethical use must remain a priority.
“AI has emerged as a significant game changer over the past year,” said Biswapriya Bhattacharya, director of B2B and technology at Kantar Insights, South Asia. “At the same time, it is crucial for companies to ensure their solutions are both accurate and ethical.”