DIGITAL 2023: INDIA

SIMON KEMP

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This page contains all the latest data, insights, and trends you need to help you understand how people in India use digital devices and services in 2023.

If you want to check whether this is our most up-to-date report on India, or if you’re looking for data on digital trends and behaviours in India for previous years, you can find our full collection of reports on India by clicking here.

You’ll also find the complete Digital 2023 report on India in the “full report” section below, but let’s start by taking a look at the key numbers for India this year.

The state of digital in India in 2023

Here are the essential headlines for digital adoption and use in India in early 2023:

• There were 692.0 million internet users in India at the start of 2023, when internet penetration stood at 48.7 percent.
• India was home to 467.0 million social media users in January 2023, equating to 32.8 percent of the total population.
• A total of 1.10 billion cellular mobile connections were active in India in early 2023, with this figure equivalent to 77.0 percent of the total population.

These headline stats offer a great overview of the “state of digital” in India, but in order to make sense of how digital trends and behaviours are evolving, we need to dig deeper into the data.

Let’s take a closer look at what the latest numbers tell us, starting with some valuable context relating to India’s population.

India’s population in 2023

India’s total population was 1.42 billion in January 2023.

Data shows that India’s population increased by 9.7 million (+0.7 percent) between 2022 and 2023.

48.4 percent of India’s population is female, while 51.6 percent of the population is male.

At the start of 2023, 36.1 percent of India’s population lived in urban centres, while 63.9 percent lived in rural areas.

India’s population by age

The median age of India’s population is 28.2.

Here’s how India’s total population breaks down by age group:

• 8.0 percent is between the ages of 0 and 4.
• 13.6 percent is between the ages of 5 and 12.
• 8.8 percent is between the ages of 13 and 17.
• 12.6 percent is between the ages of 18 and 24.
• 16.7 percent is between the ages of 25 and 34.
• 14.3 percent is between the ages of 35 and 44.
• 11.1 percent is between the ages of 45 and 54.
• 8.0 percent is between the ages of 55 and 64.
• 7.0 percent is aged 65 and above.

Internet use in India in 2023

There were 692.0 million internet users in India in January 2023.

India’s internet penetration rate stood at 48.7 percent of the total population at the start of 2023.

Kepios analysis indicates that internet users in India remained unchanged between 2022 and 2023.

For perspective, these user figures reveal that 730.0 million people in India did not use the internet at the start of 2023, suggesting that 51.3 percent of the population remained offline at the beginning of the year.

However, complexities associated with the collection and analysis of internet user data mean that it can often take several months before research is ready for publication. As a result, the latest published figures for internet use invariably under-represent reality, and actual adoption and growth may be higher than the figures shown here suggest. Please see our comprehensive notes on data for further details.

Dig deeper: for the latest insights into internet adoption and use around the world, follow our regular Global Statshot reports.

Internet connection speeds in India in 2023

Data published by Ookla indicate that internet users in India could have expected the following internet connection speeds at the start of 2023:

• Median mobile internet connection speed via cellular networks: 18.26 Mbps.
• Median fixed internet connection speed: 49.09 Mbps.

Ookla’s data reveals that the median mobile internet connection speed in India increased by 3.87 Mbps (+26.9 percent) in the twelve months to the start of 2023.

Meanwhile, Ookla’s data shows that fixed internet connection speeds in India increased by 1.69 Mbps (+3.6 percent) during the same period.

Social media statistics for India in 2023

There were 467.0 million social media users in India in January 2023.

This figure might seem quite different to the values that we published in previous years, but please note that the sources we use to inform and calculate our social media user numbers have made important and wide-ranging revisions to their data over recent months.

These adjustments to source data mean that our latest numbers are not comparable with equivalent figures that we published in previous years, and readers should not regard any differences in these numbers as an actual change in social media use.

Indeed, our analysis of various data points from trusted third parties such as GWI and data.ai shows that there has been no discernible drop in overall social media use, and in almost all countries, social media use continues to increase.

As a result, readers should view any such differences as “corrections” in the data, and not as an indication that social media adoption has declined.

The number of social media users in India at the start of 2023 was equivalent to 32.8 percent of the total population, but it’s also important to note that social media users may not represent unique individuals (see our detailed notes on data to learn why).

Meanwhile, data published in the ad planning tools of top social media platforms indicates that there were 398.0 million users aged 18 and above using social media in India at the start of 2023, which was equivalent to 40.2 percent of the total population aged 18 and above at that time.

More broadly, 67.5 percent of India’s total internet user base (regardless of age) used at least one social media platform in January 2023.

At that time, 26.5 percent of India’s social media users were female, while 73.5 percent were male.

Note: due to significant revisions in source data, we regret that we’re currently unable to provide reliable figures for the year-on-year change in social media users in India. We recommend that readers do not compare our latest figures for social media use with figures published in our previous reports, because such comparisons will deliver inaccurate results.

Facebook users in India in 2023

Data published in Meta’s advertising resources indicates that Facebook had 314.6 million users in India in early 2023.

However, Meta has made important changes to the way its advertising resources report audience reach data over recent months – including making significant revisions to its base audience data for Facebook – so the figures shown here may not be directly comparable with figures published in our previous reports.

To learn more about these changes, please see this article, as well as our comprehensive notes on data.

Facebook user growth in India

Figures published in Meta’s own tools indicate that Facebook’s potential ad reach in India decreased by 15 million (-4.6 percent) between 2022 and 2023.

For more recent context, the same data show that the number of users that marketers could reach with ads on Facebook in India decreased by 13 million (-4.0 percent) between October 2022 and January 2023.

However, it’s important to stress that these advertising reach figures are not the same as the monthly active users figures that Meta reports in its investor earnings announcements, and they should not be interpreted as such.

As the company states within its ad planning tools,

As a result, changes in ad reach may not necessarily indicate any change in the platform’s overall user base.

But despite these caveats, Meta’s ad reach data still offers valuable insights into how Facebook use is evolving.

Facebook adoption in India

Facebook’s ad reach in India was equivalent to 22.1 percent of the total population at the start of 2023.

However, Facebook restricts the use of its platform to people aged 13 and above, so it’s worth highlighting that 28.2 percent of the “eligible” audience in India uses Facebook in 2023.

For additional context, Facebook’s ad reach in India was equivalent to 45.5 percent of the local internet user base (regardless of age) in January 2023.

At the start of 2023, 23.7 percent of Facebook’s ad audience in India was female, while 76.3 percent was male.

YouTube users in India in 2023

Updates to Google’s advertising resources indicate that YouTube had 467.0 million users in India in early 2023.

It’s important to stress that these advertising reach figures do not necessarily represent the same thing as monthly active user figures though, and there may be meaningful differences between the size of YouTube’s ad audience and its total active user base.

However, the company’s own data suggests that YouTube’s ad reach in early 2023 was equivalent to 32.8 percent of India’s total population at the start of the year.

To put those figures in perspective, YouTube ads reached 67.5 percent of India’s total internet user base (regardless of age) in January 2023.

At that time, 31.2 percent of YouTube’s ad audience in India was female, while 68.8 percent was male.

YouTube user growth in India

Data published in Google’s own ad planning tools show that YouTube’s potential ad reach in India remained unchanged between the start of 2022 and early 2023.

Meanwhile, the same data show that the number of users that marketers could reach with ads on YouTube in India also remained unchanged between October 2022 and January 2023.

Instagram users in India in 2023

Numbers published in Meta’s advertising tools indicate that Instagram had 229.6 million users in India in early 2023.

The company’s recently revised figures suggest that Instagram’s ad reach in India was equivalent to 16.1 percent of the total population at the start of the year.

However, Instagram restricts the use of its platform to people aged 13 and above, so it’s helpful to know that 20.6 percent of the “eligible” audience in India uses Instagram in 2023.

It’s also worth noting that Instagram’s ad reach in India at the start of 2023 was equivalent to 33.2 percent of the local internet user base (regardless of age).

In early 2023, 26.7 percent of Instagram’s ad audience in India was female, while 73.3 percent was male.

Note: Meta’s advertising resources only publish audience gender data for “female” and “male” users.

Instagram user growth in India

Data published in Meta’s planning tools show that Instagram’s potential ad reach in India decreased by 700 thousand (-0.3 percent) between 2022 and 2023.

On a quarterly basis, the company’s data also reveal that the size of Instagram’s ad audience in India decreased by 19 million (-7.7 percent) between October 2022 and January 2023.

As we noted in the Facebook section above though, changes in the audience reach figures published in Meta’s ad planning tools do not necessarily correlate with overall changes in its platforms’ active user bases.

Facebook Messenger users in India in 2023

Data published in Meta’s advertising resources indicate that ads on Facebook Messenger reached 117.6 million users in India in early 2023.

The company’s recently revised audience numbers suggest that Facebook Messenger’s ad reach in India was equivalent to 8.3 percent of the total population at the start of the year.

Facebook Messenger restricts the use of its platform to people aged 13 and above though, so it’s also worth highlighting that ads reach 10.5 percent of Facebook Messenger’s “eligible” audience in India in 2023.

For additional context, Facebook Messenger’s ad reach in India is equivalent to 17.0 percent of the local internet user base (regardless of age).

At the start of 2023, 23.3 percent of Facebook Messenger’s ad audience in India was female, while 76.7 percent was male.

Facebook Messenger user growth in India

Data published in Meta’s planning tools show that Facebook Messenger’s potential ad reach in India decreased by 5.0 million (-4.0 percent) between 2022 and 2023.

On a quarterly basis, the company’s data reveal that the size of Facebook Messenger’s ad audience in India decreased by 3.1 million (-2.6 percent) between October 2022 and January 2023.

However, as we noted in the Facebook section above, changes in the audience reach figures published in Meta’s ad planning tools do not necessarily correlate with overall changes in its platforms’ active user bases.

LinkedIn users in India in 2023

Figures published in LinkedIn’s advertising resources indicate that LinkedIn had 99.00 million “members” in India in early 2023.

However, note that LinkedIn’s advertising tools publish audience reach data based on total registered members, rather than the monthly active users that form the basis of the ad reach figures published by most other social media platforms.

As a result, these LinkedIn figures are not directly comparable with the figures for other social media platforms published on this page, or in our Digital 2023 reports.

The company’s advertising reach figures suggest that LinkedIn’s audience in India was equivalent to 7.0 percent of the total population at the start of 2023.

LinkedIn restricts the use of its platform to people aged 18 and above though, so it’s also helpful to know that 10.0 percent of the “eligible” audience in India uses LinkedIn in 2023.

For additional context, LinkedIn’s ad reach in India was equivalent to 14.3 percent of the local internet user base (regardless of age) at the start of the year.

In early 2023, 29.8 percent of LinkedIn’s ad audience in India was female, while 70.2 percent was male.

LinkedIn user growth in India

Data published in LinkedIn’s planning tools show that LinkedIn’s potential ad reach in India increased by 16 million (+19.3 percent) between 2022 and 2023.

On a quarterly basis, the company’s data reveal that the size of LinkedIn’s ad audience in India increased by 4.0 million (+4.2 percent) between October 2022 and January 2023.

However, because LinkedIn ’s ad audience figures are based on total registered members rather than monthly active users, it’s unclear whether these trends might reflect changes in active LinkedIn use too.

Snapchat users in India in 2023

Data published in Snap’s advertising resources indicate that Snapchat had 172.5 million users in India in early 2023.

This figure means that Snapchat’s ad reach in India was equivalent to 12.1 percent of the total population at the start of the year.

However, Snapchat restricts the use of its platform to people aged 13 and above, so it’s also worth noting that 15.5 percent of the “eligible” audience in India uses Snapchat in 2023.

For additional context, Snapchat’s ad reach in India was equivalent to 24.9 percent of the local internet user base (regardless of age) at the start of the year.

In early 2023, 37.2 percent of Snapchat’s ad audience in India was female, while 61.8 percent was male.

Snapchat user growth in India

Data published in Snap’s own ad planning tools show that Snapchat’s potential ad reach in India increased by 46 million (+36.9 percent) between the start of 2022 and early 2023.

Meanwhile, the same data show that the number of users that marketers could reach with ads on Snapchat in India increased by 27 million (+18.7 percent) between October 2022 and January 2023.

However, it’s important to stress that these advertising reach figures do not represent monthly active user figures, and there may be meaningful differences between the size of Snapchat’s ad audience and its total active user base.

Twitter users in India in 2023

Numbers published in Twitter’s advertising resources indicate that Twitter had 27.25 million users in India in early 2023.

This figure means that Twitter’s ad reach in India was equivalent to 1.9 percent of the total population at the time.

However, it’s important to stress that these advertising reach figures are not the same as monthly active user figures, and there may be meaningful differences between the size of Twitter’s ad audience and its total active user base.

It’s also worth noting that Twitter restricts the use of its platform to people aged 13 and above, so these figures suggest that 2.4 percent of the “eligible” audience in India uses Twitter in 2023.

For additional context, Twitter’s ad reach in India was equivalent to 3.9 percent of the local internet user base (regardless of age) at the start of the year.

In early 2023, the company’s own data indicated that 14.7 percent of Twitter’s ad audience in India was female, while 85.3 percent was male.

However, it’s worth noting that Twitter infers its users’ gender, by analysing signals such as the name that users enter in their profile, and their broader activity on the platform.

This contrasts with the gender data offered in the advertising tools of platforms like Facebook, which relies on the gender that users themselves enter in their own profile.

Moreover, our analysis suggests that Twitter’s inferences may not be particularly reliable in determining users’ gender, especially in countries where English is not the dominant language.

For example, consumer research findings published by GWI often offer quite a different picture of Twitter use by gender compared with Twitter’s own audience data.

But the apparent distortions that frequently appear in Twitter’s inferred gender data may be due in large part to the high number of “non-human” accounts that feature in Twitter’s active user data (e.g. accounts that represent businesses, animals, musicians, etc.), especially because Twitter doesn’t currently separate these accounts out from “real” human individuals in the ways that Facebook and Instagram do.

Regardless of the cause of these anomalies though, we advise caution when analysing or interpreting Twitter’s reported figures for use by gender.

Twitter user growth in India

Data published in Twitter’s own ad planning tools show that Twitter’s potential ad reach in India increased by 3.7 million (+15.5 percent) between the start of 2022 and early 2023.

Meanwhile, the same data show that the number of users that marketers could reach with ads on Twitter in India decreased by 850 thousand (-3.0 percent) between October 2022 and January 2023.

However, please note that the figures published in Twitter’s planning tools appear to be liable to significant fluctuation – even over short periods of time – and these anomalies may impact the reliability and representativeness of this change data.

Mobile connections in India in 2023

Data from GSMA Intelligence shows that there were 1.10 billion cellular mobile connections in India at the start of 2023.

However, note that many people around the world make use of more than one mobile connection – for example, they might have one connection for personal use, and another one for work – so it’s not unusual for mobile connection figures to significantly exceed figures for total population.

GSMA Intelligence’s numbers indicate that mobile connections in India were equivalent to 77.0 percent of the total population in January 2023.

The number of mobile connections in India decreased by 22 million (-1.9 percent) between 2022 and 2023.