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Comscore Report: The State of Internet in India
Comscore Report: The State of Internet in India
By: Sahil Shah
It is a commonly known fact that Asia is the largest growing continent when it comes to the increase in the number of Internet users in the world. Infact Asia is growing at a rate of 15% p.a. compared to the world’s Internet growth rate of 11%. This clearly explains the importance of Asia’s role in the growth of the online medium in the world. Two countries, namely China & India are major contributors to this growth with over 500 million subscribers i.e. more than 90% of total Internet audience in Asia.

India is quickly evolving as one of the major growth drivers in the world. Besides the growth, India is also known for various trends that it has set in the online space.  Currently at around 75 million unique subscribers and growing at a rate of 15% p.a. India is showing the some bright prospects for the online marketing & advertising industry.

A recent report by comscore reveals the state of Internet consumption in India. The following are some highlights:

  • India is at the number 2 spot after China with more than 75 million unique users in Asia. India has added around 30% of the people in the past 2 years itself and is growing at a rate of adding 12.5 million users year on year.

  • Besides the heavy population India stands last when it comes to the average time spent online per visitor, being 12.5 hours. The usage rates are expected to increase as the Internet penetration increases and broadband becomes more readily available.

  • Internet audience in India is very young compared to the rest of the world. 75% of online people in India are under the age of 34 years and almost half of them are under 24 years of age.  Compared to this only 52% of the global average and 57% of the Asia pacific average are less than 34 years of age. This explains the expansion, adaptability and future prospects of the online Indian market.


  • Young India is the busiest surfing online compared to the rest of the age groups. But again comparing it to the global average, the time spent on the Internet is well below the same.

  • Search, Social Networking and E-mail are the top most activities in India. Social Networking comprises of 84% of the web audience in India, and takes up 21% of all time spent online.

The digital world is expanding, driven by growth in several key categories across the board. It is also to be seen that Social Networking is the key driver for mobile and PC surfing in India. This again is surfed by 75% of the audience that is less than 34 years of age. It explains that the young generation is leading the Internet revolution in India. The growth and future prospects of Internet in India is bright and going by the current trends, India being one of the Internet Superpower is not a farfetched dream at all.

Sahil is an Account Manager with WATConsult, a leading Social Media Agency who has worked on an array of brands like Gillette, Warner Bros, Sony Music, Virgin Mobile, etc. He also writes for a popular blog Penn Olson & has himself mentioned as a ‘Digital Media Expert’ in the Digital Media in India wiki doc. Follow him on twitter @sahielshah