According to IAMAI-Kantar Cube research issued on Thursday, the number of active internet users in the nation is expected to increase by about 45 percent to 900 million by 2025, up from 622 million last year.
A higher level of adoption in the ruler area has been observed, of 13% growth to 299 million internet consumers over the past year, in other words, 31% of the rural population, according to the report. Almost two out of every five active internet users in the country now live in small towns. Rural India, on the other hand, is still lagging in terms of digital infrastructure and purchasing power, according to the survey.
“By 2025, there will be more internet users in rural India than in urban India. Given this, the digital ecosystem will need to evolve to address the specific needs of this emerging demography. Vernacular, voice, and video will emerge as game-changers for the digital ecosystem over the next few years,” Biswapriya Bhattacharjee, executive vice president of Insights Division, Kantar, said.
The top nine cities consist of almost 33% of active internet users in Urban India. Also, a growth rate of 4% to 323 million in 2020 has been recorded out of the entire urban population.
“While internet users grew by 4 percent in urban India — reaching 323 million users (67 percent of urban population) in 2020, digital adoption continues to be propelled by rural India clocking a 13 percent growth to 299 million internet users (31 percent of rural population) over the past year,” the report said.
Maharashtra, Goa, and Kerala have the greatest internet penetration, while Bihar, Chhattisgarh, and Jharkhand have the lowest.
The rise of active Internet users has decreased over time, according to the survey, and is now at its lowest level in four years. It was discovered that nine out of ten active users utilize the Internet daily and spend an average of 107 minutes doing so. Urban Internet users spend roughly 17% more time online every day than rural Internet users.