Rural India has a nearly 50% online penetration rate, and usage increased by 40% between 2021 and 2022. In the same time frame, usage increased by 30% among NCCS, D, and E audiences and 35% among women (less affluent in income and education spectrum). Smartphone sharing is widespread in India, and one of the fastest-growing uses is digital payment.
According to Nielsen's India Internet Report 2023, media companies and marketers need to rethink their approach to using digital platforms to maximize their reach. For instance, platforms that offer brief films, music, or social media are expanding daily and their reach is growing.
The survey estimates that 720 million Indians have utilized the internet in the previous two years, and 425 million of them live in rural areas. With 295 million, urban India experienced growth of roughly 14%, which is less than half of the rise in internet usage in rural India. Despite being a high-value industry, analysts note that rural India has a greater possibility for volume expansion.
The multiplicity of the audience as a result of gadget sharing is the most astounding discovery. In rural India, some 85 million people use the internet to view movies or take online courses. This tradition of sharing media dates back to the 1990s, when four to eleven readers were required to share a regional language newspaper. The data reveals that smartphone sharing is more prevalent among low-cost handsets and less affluent houses, albeit it does not explicitly state the average number of individuals that share cell phones.
