A new report by VTION and the Internet and Mobile Association of India indicates that urban women in India are significantly more engaged on digital platforms than men, particularly in entertainment and e-commerce, reflecting broader shifts in consumer behavior.
NEW DELHI — A recent study conducted by consumer behavior analytics platform VTION in conjunction with the Internet and Mobile Association of India (IAMAI) has unveiled striking statistics regarding digital engagement among urban women in India. The report highlights that women are spending nearly 50% more time on various digital platforms compared to their male counterparts, underscoring a significant shift in the digital landscape.
Key Statistics on Digital Engagement
According to the findings, urban women dedicate an average of 82.4 minutes per day to entertainment-related content, with those aged 25 to 34 exhibiting the highest engagement levels averaging 86.3 minutes daily. Conversely, urban men in the same age group spend considerably less time on similar platforms. This disparity is particularly pronounced in e-commerce and quick commerce sectors, where urban women aged 25 to 34 report an average of 35.2 minutes per day, compared to 24.8 minutes for their male peers. This represents a substantial 42% higher engagement level among women, indicating a significant trend in digital consumer behavior.
Deepening Engagement in E-Commerce
The report also emphasizes the implications of these engagement levels for e-commerce. Women are increasingly driving purchasing decisions in urban households, as their higher engagement translates into greater influence over online shopping behaviors. This shift may prompt businesses to recalibrate their marketing strategies to better target female consumers, who are emerging as key players in the digital marketplace.
Growth of Artificial Intelligence Applications
Another noteworthy trend identified in the report is the rapid growth of artificial intelligence (AI) applications among urban users. From April 2025 to March 2026, the use of AI apps surged by over 100%, with urban users spending an average of 11.3 minutes daily on these platforms. The demographic showing the most significant engagement with AI applications consists primarily of users aged 18 to 34 and those from higher-income urban households. This demographic shift suggests that younger, more affluent users are more willing to adopt and integrate new technologies into their daily routines.
The report further details how conversational AI is altering the way consumers interact with brands and products online. Many individuals are now utilizing AI tools to discover new offerings before resorting to traditional search engines or e-commerce sites. This behavioral change could significantly impact marketing strategies, as brands will need to adapt to a landscape where AI tools play a crucial role in consumer decision-making.
Social Media Engagement Trends
In addition to e-commerce, the report highlights social media trends, revealing that young urban users aged 18 to 24 lead social media engagement, averaging 120 minutes per day. This figure surpasses the overall category average of 97.9 minutes, indicating a growing reliance on social media platforms for entertainment, communication, and brand interaction among younger demographics. Despite this, individuals over 35 years old continue to represent a vital audience for entertainment platforms, with their average content consumption ranging from 77 to 78 minutes daily. This suggests a diverse range of interests across different age groups, emphasizing the need for media platforms to cater to a broad audience.
Payment App Usage Across Income Groups
The report also analyzed engagement with payment applications, finding consistent usage patterns across various income brackets. Urban households—regardless of whether they fall into higher, middle, or lower-income categories—demonstrated similar patterns of engagement with digital payment systems. This consistency indicates that digital payment solutions are becoming increasingly integral to the everyday financial activities of urban consumers, reflecting a broader trend toward digitalization in financial transactions.
Methodology and Data Sources
The insights presented in this report are based on data collected from over 100,000 consented smartphones, representing more than 407 million urban Indians. The comprehensive nature of this data provides a robust foundation for understanding current trends in digital engagement and consumer behavior within urban India.
The findings of this report highlight the pivotal role women play in shaping the digital landscape. Their increasing engagement across various platforms signals potential shifts in marketing strategies and consumer outreach efforts aimed at leveraging this demographic’s influence. As digital platforms continue to evolve, the implications of these trends could be far-reaching, affecting everything from e-commerce strategies to the development of new digital content tailored to a growing, engaged female audience.
In conclusion, as urban women in India continue to demonstrate higher levels of engagement across digital platforms, businesses and marketers may need to reassess their approaches to reach and connect with this influential demographic. The insights gleaned from this report may serve as a catalyst for broader discussions about gender, technology, and consumer behavior in the digital age.
