Urban Indian Youth Consumes 120 Plus Minutes Daily on Social Media, Female Users Dominate Shopping Apps; Report

For the last two decades, social media have become a part of our lives. Without social media, there is no sharing, uploading, liking, commenting, reacting, chatting and watching reels and videos.

This engagement is now a part of our lives. Despite their age, many people have literally addicted to social media and other platforms. Now, a repost says that the Indian urban youth is spending 120 plus minutes on social media every day and female users have the most dominance over shopping or e-commerce apps.

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Insights from the Report

Over 120 minutes per day is the typical amount of time spent on social media by young, mass market urban Indians aged 18 to 24, much exceeding the general category average of 97.9 minutes. The digital consumption environment shows considerable demographic differences across platforms, with separate age groups and genders driving various engagement statistics, according to a joint study by IAMAI and VTION.

Older customers who fall under 35 years old and older, spend an average of 77.2 minutes each day anchoring the entertainment business, whereas the youngest age group dominates social platforms. In terms of time invested, the study found a noticeable gender gap. When compared to their male counterparts, female users spend 47% more time on e-commerce and quick commerce platforms, demonstrating greater engagement within the 18 to 24 age range.

Female Users Dominate E-commerce

Additionally, the study demonstrated the consistency of the female engagement bonus across many digital platforms. Compared to males in the same age group, who spend an average of 24.8 minutes per day on e-commerce and fast commerce platforms, females aged 25 to 34 in Mega Cities spend an average of 35.2 minutes per day, which represents 42% more involvement.