Internet Usage in India

INTERNET USAGE IN INDIA
TABLE OF CONTENTS
Internet usage in India
Table of Contents
Online audiences
06 India: digital population as of January 2018
07 India: number of internet users 2015-2023
08 India: internet penetration 2000-2016
09 Distribution of internet users in India in India - by age group 2016-2020
10 Distribution of internet users in India - by gender 2016-2020
11 Number of internet users in India - by region 2017-2019
Social media
13 India: number of social network users 2015-2023
14 India: social network penetration 2017-2023
15 India: social network penetration Q3 2017
16 India: number of Facebook users 2015-2023
17 Leading brands on Facebook from India 2019, by number of fans
Mobile internet
19 India: mobile phone internet users 2015-2023
20 India: mobile phone internet user penetration 2015-2023
Table of Contents
21 Share of mobile data traffic in India - by operator 2017

22 Total wireless subscribers in India 2010-2017
23 India: mobile activities as of January 2018
E-commerce
25 E-retailers: e-commerce sales in India 2017
26 Total retail e-commerce revenue in India 2017-2023
27 Retail e-commerce sales growth in India 2017-2022
28 India digital travel sales 2016-2021
29 Retail e-commerce ARPU in India 2017-2023
30 Share of online sales in India - by category 2016
ONLINE AUDIENCES
Digital population in India as of January 2018 (in millions)
India: digital population as of January 2018
500
462
450 430.3
400
350
Number of users in millions
300
250
250 230
200
150
100
50
0
Active internet users Active mobile internet users Active social media users Active mobile social media users
Note: India; January 2018

Further information regarding this statistic can be found on page 32.
Source(s): We Are Social; Various sources (Worldometers, United Nations, IAMI, Facebook, Cisco); ID 309866
6 Online audiences
Number of internet users in India from 2015 to 2023 (in millions)
India: number of internet users 2015-2023
700
666.4
634.9
601
600
564.5
525.3
500 483
Number of internet users in millions
437.4
400
295.39
300
259.88
200
100
0
2015 2016 2017 2018 2019* 2020* 2021* 2022* 2023*
Note: India; 2015 to 2018

Source(s): Statista; Statista Digital Market Outlook; ID 255146
7 Online audiences
Percentage of population using the internet in India from 2000 to 2016
India: internet penetration 2000-2016
35.0%
30.0%
25.0%
Share of individuals using internet
20.0%
15.0%
10.0%
5.0%
0.0%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Source(s): ITU; ID 255135
8 Online audiences
Distribution of internet users in India in 2016 and 2020, by age group
Distribution of internet users in India in India - by age group 2016-2020
Less than 35 years old 35 years and older
120.0%
100.0%
26% 33%
80.0%
Share of internet users
74%
67%
60.0%
40.0%
20.0%
0.0%
2016 2020*
Note: India; 2016

Source(s): BCG; Google; ID 751005
9 Online audiences
Distribution of internet users in India in 2016 and 2020, by gender
Distribution of internet users in India - by gender 2016-2020
Male Female
120.0%
100.0%
30% 40%
80.0%
Share of internet users
70%
60.0%
60%
40.0%
20.0%
0.0%
2016 2020*
Note: India; 2016

Source(s): BCG; Google; ID 750999
10 Online audiences
Number of internet users in India from 2017 to 2019, by region (in millions)
Number of internet users in India - by region 2017-2019
Urban Rural
700
290
600
251
500
186
400
337
300 315
295
200
100
0
2017 2018 2019*
Note: India; 2017 and 2018

Source(s): IMRB; Kantar; Website (ICUBE 2018); ID 751060
11 Online audiences
SOCIAL MEDIA
Number of social network users in India from 2015 to 2023 (in millions)
India: number of social network users 2015-2023
500
447.9
450
422.7
400.3
400 376.1
351.4
350 326.1
296.3
300
250
200
168.1
142.23
150
100
50
0
2015 2016 2017 2018 2019* 2020* 2021* 2022* 2023*
Note: India; 2015 to 2018; internet users who use a social network site via any device at least once per month
13 Social media
Social network user penetration in India from 2017 to 2023
India: social network penetration 2017-2023
35.0%
31%
30%
30.0% 29%
27%
26%
25.0% 24%
22%
Share of population
20.0%
15.0%
10.0%
5.0%
0.0%
2017 2018 2019* 2020* 2021* 2022* 2023*

14 Social media
Penetration of leading social networks in India as of 3rd quarter 2017
India: social network penetration Q3 2017
Share of population
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
Facebook 30%
YouTube 30%
WhatsApp 28%
Facebook Messenger 20%
Instagram 19%
GooglePlus 19%
Twitter 18%
Skype 15%
LinkedIn 15%
Pinterest 11%
Hike 10%
Snapchat 10%
Note: India; Q2 and Q3 2017; 16 to 64 years

Source(s): We Are Social; GlobalWebIndex; ID 284436
15 Social media
Number of Facebook users in India from 2015 to 2023 (in millions)
India: number of Facebook users 2015-2023
500
444.2
450
411.5
400 378.9
346.2
350
313.6
300 281
248.3
250
200
165.57
150 135.6
100
50
0
2015 2016 2017 2018 2019* 2020* 2021* 2022* 2023*
Note: India; 2015 to 2018; Monthly active users

16 Social media
Most popular brands on Facebook from India as of April 2019, by number of fans (in millions)
Leading brands on Facebook from India 2019, by number of fans
Number of fans on Facebook in millions
0 2 4 6 8 10 12 14 16 18 20 22
Vodafone Zoozoos India 19.24
State Bank of India 18.03
Tata Docomo 12.47
Hyundai India 11.38
Shoppers Stop 10.74
Airtel India 10.73
Amazon India 9.99
Aircel India 9.96
Flipkart 9.22
Fastrack 9.11
Note: India; July 2019; total fans, not fans from chosen country
Source(s): Socialbakers; ID 257278
17 Social media
MOBILE INTERNET
Number of mobile phone internet users in India from 2015 to 2023 (in millions)
India: mobile phone internet users 2015-2023
600
500.9
500 486.7
469.3
Number of mobile phone internet users in millions
448.2
420.7
390.9
400
351.6
300 281.81
242.92
200
100
0
2015 2016 2017 2018 2019* 2020* 2021* 2022* 2023*

19 Mobile internet
Mobile phone internet user penetration in India from 2015 to 2023
India: mobile phone internet user penetration 2015-2023
40.0%
35%
35.0% 34% 34%
32%
31%
30.0% 29%
26%
Percentage of population
25.0%
21.28%
20.0% 18.55%
15.0%
10.0%
5.0%
0.0%
2015 2016 2017 2018 2019* 2020* 2021* 2022* 2023*

20 Mobile internet
Share of mobile data traffic across India in July 2017, by operator
Share of mobile data traffic in India - by operator 2017
70.0%
66%
60.0%
50.0%
Share of mobile data traffic
40.0%
30.0%
20.0% 17%
10.0% 7% 7%
4%
0.0%
Vodafone Idea Others Airtel Jio
Note: India; July 2017

Source(s): Edge Analytics; ID 738716
21 Mobile internet
Total number of mobile wireless subscribers in India from 2010 to 2017 (in millions)
Total wireless subscribers in India 2010-2017
1400
1,186.84 1,167.44
1200
1,127.37
1,035.12
1,010.89
1000 970.97 973.35
934.09 914.92
893.84 873.36 886.3
851.7 864.72
Subscribers in millions
800 752.19
635.51
600
400
200
0
June '10 Dec '10 June '11 Dec '11 June '12 Dec '12 June '13 Dec '13 June '14 Dec '14 June '15 Dec '15 June '16 Dec '16 June '17 Dec '17
Note: India; June 2010 to December 2017

Source(s): TRAI; ID 328003
22 Mobile internet
Most popular smartphone activities in India as of January 2018
India: mobile activities as of January 2018
25.0%
21%
20.0%
16%
15%
Share of respondents
15.0%
10.0%
5.0% 4% 4%
0.0%
Visit a social network Watch videos Use a search engine Look for product information Play games
Note: India; January 2018; 16 years and older

Source(s): We Are Social; Google Surveys; ID 309867
23 Mobile internet
E-COMMERCE
Leading online stores in India in 2017, ranked by net e-commerce sales (in million U.S. dollars)
E-retailers: e-commerce sales in India 2017
Annual web sales in million U.S. dollars
0 100 200 300 400 500 600
amazon.in 561.4
flipkart.com 553.5
myntra.com 342.7
bigbasket.com 192.7
jabong.com 159.7
snapdeal.com 144.9
ebay.in 83.2
paytmmall.com 46.5
firstcry.com 40.6
shopclues.com 39.2
Note: India; 2017; physical goods only, excluding digital sales & services; estimates
Source(s): Statista; ecommerceDB.com; ID 297355
25 E-commerce
India: retail e-commerce revenue forecast from 2017 to 2023 (in billion U.S. dollars)
Total retail e-commerce revenue in India 2017-2023
70
62.3
60 56.7
49.4
50
Revenue in billion U.S. dollars
40.8
40
32.3
30
25.3
20.5
20
10
0
2017 2018 2019 2020 2021 2022 2023
Note: 2019
Source(s): Statista; ID 289770
26 E-commerce
Annual retail e-commerce sales growth in India from 2017 to 2022
Retail e-commerce sales growth in India 2017-2022
30.0%
24.8% 25%
25.0% 24.1%
22%
E-commerce sales growth rate
20.0% 19%
15.7%
15.0%
10.0%
5.0%
0.0%
2017 2018* 2019* 2020* 2021* 2022*
Note: India; 2016 and 2017

27 E-commerce
Digital travel sales in India from 2016 to 2021 (in billion U.S. dollars)
India digital travel sales 2016-2021
45
40
39.09
36.06
35
32.34
30 27.93
Sales in billion U.S. dollars
25
22.52
20
16.93
15
10
0
2016 2017* 2018* 2019* 2020* 2021*
Note: India; July ,2016

Source(s): eMarketer; ID 500396
28 E-commerce
Average retail e-commerce revenue per user in India from 2017 to 2023 (in U.S. dollars)
Retail e-commerce ARPU in India 2017-2023
70.0
67.7
65.3
65.0
61.3
Average revenue per user in U.S. dollars
60.0
55.6
55.0
49.4
50.0
44.4
45.0
42.5
40.0
2017 2018 2019 2020 2021 2022 2023
Note: 2019
Source(s): Statista; ID 226160
29 E-commerce
Share of online sales in India in 2016, by category
Share of online sales in India - by category 2016
14.0%
13%
12.0%
10.0%
Share of online sales
8.0%
7%
6.0%
4.0%
2.0%
1%
0.0%
Consumer electronics Apparel and footwear Beauty and personal care
Note: India; 2016

Source(s): Bain & Company; Euromonitor; ID 753610
30 E-commerce
REFERENCES
Digital population in India as of January 2018 (in millions)
India: digital population as of January 2018
Source and methodology information Notes:

Source(s) We Are Social; Various sources (Worldometers, United Nations, IAMI, Facebook,
n.a.
Cisco)
Conducted by Various sources (Worldometers, United Nations, IAMI, Facebook, Cisco)
Survey period January 2018
Region(s) India
Number of respondents n.a.
Age group n.a.
Special characteristics n.a.
Published by We Are Social
Publication date January 2018
Original source Digital in 2018: Southern Asia
Website URL visit the website
Back to statistic
32 References
Number of internet users in India from 2015 to 2023 (in millions)
India: number of internet users 2015-2023

Source(s) Statista; Statista Digital Market Outlook
* Forecast. Individuals of any age who use the internet from any location via any device at least once per month.
Conducted by Statista Digital Market Outlook
Survey period 2015 to 2018
Region(s) India
Age group n.a.
Published by Statista
Publication date February 2019
Original source Digital Market Outlook
Back to statistic
33 References
Percentage of population using the internet in India from 2000 to 2016
India: internet penetration 2000-2016

Source(s) ITU
n.a.
Conducted by ITU
Region(s) India
Age group n.a.
Published by ITU
Publication date July 2017
Original source itu.int
Back to statistic
34 References
Distribution of internet users in India in 2016 and 2020, by age group
Distribution of internet users in India in India - by age group 2016-2020

Source(s) BCG; Google
*Forecast.
Conducted by BCG; Google
Survey period 2016
Region(s) India
Age group n.a.
Published by BCG
Publication date June 2017
Original source Demystifying the Indian Online Traveler, page 14
Back to statistic
35 References
Distribution of internet users in India in 2016 and 2020, by gender
Distribution of internet users in India - by gender 2016-2020

Source(s) BCG; Google
*Forecast.
Conducted by BCG; Google
Survey period 2016
Region(s) India
Age group n.a.
Published by BCG
Publication date June 2017
Original source Demystifying the Indian Online Traveler, page 14
Back to statistic
36 References
Number of internet users in India from 2017 to 2019, by region (in millions)
Number of internet users in India - by region 2017-2019

Source(s) IMRB; Kantar; Website (ICUBE 2018)
*Estimate.
Conducted by Kantar; IMRB; Website (ICUBE 2018)
Survey period 2017 and 2018
Region(s) India
Age group n.a.
Published by Kantar; IMRB; Website (ICUBE 2018)
Publication date March 2019
Original source 21st edition digital adoption and usage trends, page 5
Back to statistic
37 References
Number of social network users in India from 2015 to 2023 (in millions)
India: number of social network users 2015-2023

* Forecast
Region(s) India
Age group n.a.
Special characteristics internet users who use a social network site via any device at least once per month
Back to statistic
38 References
Social network user penetration in India from 2017 to 2023
India: social network penetration 2017-2023

* Forecast Individuals who use a social network site via any device at least once per month
Region(s) India
Age group n.a.
Back to statistic
39 References
Penetration of leading social networks in India as of 3rd quarter 2017
India: social network penetration Q3 2017

Source(s) We Are Social; GlobalWebIndex
Data has been re-based to show national penetration. Self-claimed activity.
Conducted by GlobalWebIndex
Survey period Q2 and Q3 2017
Region(s) India
Age group 16 to 64 years
Original source Digital in 2018: Southern Asia, page 87
Back to statistic
40 References
Number of Facebook users in India from 2015 to 2023 (in millions)
India: number of Facebook users 2015-2023

* Forecast.
Region(s) India
Age group n.a.
Special characteristics Monthly active users
Back to statistic
41 References
Most popular brands on Facebook from India as of April 2019, by number of fans (in millions)
Leading brands on Facebook from India 2019, by number of fans

Source(s) Socialbakers
Values have been rounded.
Conducted by Socialbakers
Survey period July 2019
Region(s) India
Age group n.a.
Special characteristics total fans, not fans from chosen country
Published by Socialbakers
Original source socialbakers.com
Back to statistic
42 References
Number of mobile phone internet users in India from 2015 to 2023 (in millions)
India: mobile phone internet users 2015-2023

* Forecast. Mobile phone users of any age who access the internet from a mobile browser or an installed app at least once per
Conducted by Statista Digital Market Outlook month.
Region(s) India
Age group n.a.
Back to statistic
43 References
Mobile phone internet user penetration in India from 2015 to 2023
India: mobile phone internet user penetration 2015-2023

* Forecast. Mobile phone users of any age who access the internet via mobile phone (browser or app) at least once per month.
Region(s) India
Age group n.a.
Back to statistic
44 References
Share of mobile data traffic across India in July 2017, by operator
Share of mobile data traffic in India - by operator 2017

Source(s) Edge Analytics
n.a.
Conducted by Edge Analytics
Survey period July 2017
Region(s) India
Age group n.a.
Published by Edge Analytics
Original source Operator wise mobile data traffic - July 2017
Back to statistic
45 References
Total number of mobile wireless subscribers in India from 2010 to 2017 (in millions)
Total wireless subscribers in India 2010-2017

Source(s) TRAI
n.a.
Conducted by TRAI
Survey period June 2010 to December 2017
Region(s) India
Age group n.a.
Published by TRAI
Original source Press Release 53/2014 - Highlights on Telecom Subscription Data December 2017,
page 1
Back to statistic
46 References
Most popular smartphone activities in India as of January 2018
India: mobile activities as of January 2018

Source(s) We Are Social; Google Surveys
n.a.
Conducted by Google Surveys
Survey period January 2018
Region(s) India
Age group 16 years and older
Original source Digital in 2018: Southern Asia
Back to statistic
47 References
Leading online stores in India in 2017, ranked by net e-commerce sales (in million U.S. dollars)
E-retailers: e-commerce sales in India 2017

Source(s) Statista; ecommerceDB.com
The eCommerce market encompasses the sale of physical goods via a digital channel to a private end user (B2C). Incorporated
Conducted by Statista; ecommerceDB.com in this definition are purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices
such as smartphones and tablets. The following are not included in the eCommerce market: digitally distributed services (e.g.
Survey period 2017 travel tickets), online stores dedicated to digital media downloads or streams as well as online stores dedicated to B2B markets.
All figures are estimates and refer to the annual eCommerce net sales after the deduction of returns.
Region(s) India
Age group n.a.
Special characteristics physical goods only, excluding digital sales & services; estimates
Published by Statista; ecommerceDB.com
Publication date April 2018
Original source ecommerceDB
Back to statistic
48 References
India: retail e-commerce revenue forecast from 2017 to 2023 (in billion U.S. dollars)
Total retail e-commerce revenue in India 2017-2023

Source(s) Statista
The e-commerce market includes the sale of physical goods via a digital channel to a private end user (B2C). This comprises
Conducted by Statista purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as
smartphones and tablets. The main sales channels are cross-brand online mail order companies and the online shops of
Survey period 2019 individual companies. All monetary figures refer to the annual gross revenue and do not factor in shipping costs. The exact
definition of the eCommerce market can be found here
Region(s) n.a.
Age group n.a.
Publication date August 2019
Back to statistic
49 References
Annual retail e-commerce sales growth in India from 2017 to 2022
Retail e-commerce sales growth in India 2017-2022

* Forecast The e-Commerce market encompasses the sale of physical goods via a digital channel to a private end user (B2C).
Conducted by Statista Digital Market Outlook Incorporated in this definition are purchases via desktop computer (including notebooks and laptops) as well as purchases via
mobile devices such as smartphones and tablets. The following are not included in the e-Commerce market: digitally distributed
Survey period 2016 and 2017 services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets nor digital
purchase or resale of used, defective or repaired goods (re-Commerce and C2C). All monetary figures refer to the annual gross
Region(s) India revenue and do not factor in shipping costs and returns.
Age group n.a.
Publication date October 2017
Back to statistic
50 References
Digital travel sales in India from 2016 to 2021 (in billion U.S. dollars)
India digital travel sales 2016-2021

Source(s) eMarketer
* Forecasted figure. Includes leisure and unmanaged business travel sales booked using the internet via any device, regardless
Conducted by eMarketer of the method of payment or fulfillment; converted at the exchange rate of 1USD=67.17INR.
Survey period July ,2016
Region(s) India
Age group n.a.
Published by eMarketer
Original source emarketer.com
Back to statistic
51 References
Average retail e-commerce revenue per user in India from 2017 to 2023 (in U.S. dollars)
Retail e-commerce ARPU in India 2017-2023

Source(s) Statista
The e-commerce market includes the sale of physical goods via a digital channel to a private end user (B2C). This comprises
Conducted by Statista purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as
smartphones and tablets. The main sales channels are cross-brand online mail order companies and the online shops of
Survey period 2019 individual companies. All monetary figures refer to the annual gross revenue and do not factor in shipping costs. The exact
definition of the eCommerce market can be found here
Region(s) n.a.
Age group n.a.
Back to statistic
52 References
Share of online sales in India in 2016, by category
Share of online sales in India - by category 2016

Source(s) Bain & Company; Euromonitor
n.a.
Conducted by Euromonitor
Survey period 2016
Region(s) India
Age group n.a.
Published by Bain & Company
Publication date March 2017
Original source bain.com
Back to statistic
53 References

Internet Usage in India

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INTERNET USAGE IN INDIA

21 Share of mobile data traffic in India - by operator 2017

Note: India; January 2018

Note: India; 2015 to 2018

Note: India; 2000 to 2016

Less than 35 years old 35 years and older

Note: India; 2016

Note: India; 2016

Note: India; 2017 and 2018

Note: India; 2017 to 2023

Facebook Messenger 20%

Note: India; Q2 and Q3 2017; 16 to 64 years

Note: India; 2015 to 2018; Monthly active users

Vodafone Zoozoos India 19.24

State Bank of India 18.03

Tata Docomo 12.47

Hyundai India 11.38

Shoppers Stop 10.74

Airtel India 10.73

Amazon India 9.99

Aircel India 9.96

Note: India; 2015 to 2018

Note: India; 2015 to 2018

Note: India; July 2017

Note: India; June 2010 to December 2017

Note: India; January 2018; 16 years and older

Note: India; 2016 and 2017

Note: India; July ,2016

Note: India; 2016

Source and methodology information Notes:

Conducted by Various sources (Worldometers, United Nations, IAMI, Facebook, Cisco)

Survey period January 2018

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by We Are Social

Publication date January 2018

Original source Digital in 2018: Southern Asia

Website URL visit the website

Source and methodology information Notes:

Survey period 2015 to 2018

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Publication date February 2019

Original source Digital Market Outlook

Website URL visit the website

Source and methodology information Notes:

Survey period 2000 to 2016

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Publication date July 2017

Original source itu.int

Website URL visit the website

Source and methodology information Notes:

Survey period 2016

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Publication date June 2017

Original source Demystifying the Indian Online Traveler, page 14