Popular Social Media Platforms in India Stats: The Latest

Have you ever wondered just how dominant social media has become in India? With over 398.0 million users, or 40.2% of the total population, India boasts one of the largest social media user bases in the world.¹ But what are the key platforms capturing the attention of Indian consumers, and how do their usage patterns compare to global trends? Let’s dive into the latest statistics and uncover the insights that are shaping the country’s thriving social media landscape.

Key Takeaways

India has the largest Facebook user base globally with 448.1 million users, representing 31.8% of the population.²
67.5% of all internet users in India use at least one social networking platform.²
The average Indian spends about 141.6 minutes on social media daily, slightly lower than the global average of 145 minutes.²
Instagram is the most popular social network in India, with 74.70% of internet users actively using the platform.²
India is poised to become the largest market for social media advertising spending outside of China and the fastest-growing market worldwide over the next decade.²

As we delve deeper into the data, one thing becomes increasingly clear: India’s social media landscape is a force to be reckoned with. From the dominance of established platforms like Facebook and Instagram to the emergence of local innovators, the country’s digital connectivity is transforming the way people consume, interact, and engage with content and brands.

India’s Massive Social Media User Base

India has a truly massive social media user base, with 398.0 million users, or 40.2% of the country’s total population.² This makes India the country with the second-largest number of internet users globally. The demographic insights show that social media usage is particularly high among the country’s large youth population, with 74.70% of internet users in India using Instagram, which is especially popular among younger demographics.² Additionally, 71.20% of internet users in India have a Facebook profile, highlighting the platform’s enduring popularity.² Despite the government’s recent bans on certain Chinese social apps, the Indian social media landscape continues to evolve, with platforms like Twitter, LinkedIn, and the locally developed short-video app Moj also gaining traction.

Staggering User Numbers

India has the largest number of Facebook users with 448.1 million users, accounting for 31.8% of the population.² Active social media penetration in India is 33.4%, with 398.0 million users 18 years or older, equivalent to 40.2% of the population.² This staggering user base underscores the immense potential of the Indian social media market.

Demographic Insights

The demographic insights show that social media usage is particularly high among the country’s large youth population, with 74.70% of internet users in India using Instagram, which is especially popular among younger demographics.² Additionally, 67.5% of all internet users in India use at least one social networking platform.² These statistics highlight the integral role social media plays in the lives of Indian consumers, particularly the youth segment.

Popular Social Media Platforms in India Stats

Facebook remains the dominant social media platform in India, with a staggering 448.1 million users, or 31.8% of the country’s population.² WhatsApp, owned by Facebook, also has a significant user base, with widespread adoption across India.³ Instagram, another Facebook-owned platform, is the most popular social network in India, with 74.70% of internet users actively using the platform.²

Facebook Dominance

Facebook has the largest user base in India, with 448.1 million users, making up around 31.8% of the population.² The platform’s widespread adoption across India highlights its continued dominance in the country’s social media landscape.

Instagram’s Rising Tide

Instagram, another Facebook-owned platform, is the most popular social network in India, with 74.70% of internet users actively using the platform.² The platform’s growing popularity, particularly among younger demographics, underscores its rising influence in the Indian social media market.

Other Platforms Gaining Traction

While Facebook and Instagram remain the dominant players, other social media platforms like Twitter, LinkedIn, and the locally developed short-video app Moj are also gaining traction in the Indian market, attracting a growing user base.³ These leading social networks and apps are not only popular among individual users but also present significant opportunities for businesses to engage with their target audiences in India.

Social Media Usage Trends in India

Indians, on average, spend about 141.6 minutes per day on social media, which is slightly lower than the global average of 145 minutes.² However, this still represents a significant portion of the day devoted to social media consumption. Interestingly, the majority of this social media usage in India is through mobile devices, with 99% of users accessing social platforms on their smartphones or tablets, and 78% exclusively using their mobile phones.² This underscores the importance of mobile-focused strategies for businesses and marketers looking to engage with the Indian social media audience. The shift towards mobile-centric social media usage in India is a clear trend that aligns with the broader global adoption of mobile devices for online activities.

Mobile vs Desktop Usage

The data reveals that 99% of social media users in India access these platforms on their mobile devices, and 78% exclusively use their smartphones or tablets for social media activities.² This shift towards mobile-first social media consumption highlights the need for businesses and marketers to prioritize mobile-optimized strategies and experiences when engaging with the Indian audience on these platforms.

Daily Time Spent on Social Media

Indian internet users spend an average of about 141.6 minutes per day on social media, which is slightly lower than the global average of 145 minutes.² However, this significant amount of time devoted to social media consumption underscores the importance of these platforms in the daily lives of Indian consumers. Brands and marketers must, therefore, develop targeted content and engagement strategies to capture the attention of this digitally-savvy audience.

Metric	India	Global Average
Average Daily Time Spent on Social Media	141.6 minutes	145 minutes
Mobile-only Social Media Usage	78%	N/A
Overall Mobile Social Media Usage	99%	N/A

The data highlights the significant role that mobile devices play in driving social media engagement in India, with the majority of users accessing these platforms exclusively through their smartphones and tablets.² This trend underscores the importance of developing mobile-first social media strategies to effectively reach and engage with the Indian audience.

The Rise of Social Commerce in India

One of the emerging trends in India’s social commerce india growth landscape is the rapid growth of social commerce in india. A study by Bain & Company predicts that indian social commerce will witness a compound annual growth rate of 55-60% between FY 2020-2025, expanding the current market size from $1.5-2 billion to $16-20 billion.⁴ This surge in rise of social commerce india is driven by the increasing convergence of social media platforms and e-commerce, allowing businesses to seamlessly integrate their product offerings and facilitate transactions directly within social media apps.⁴ As India’s social media user base continues to grow and evolve, the country is poised to become a significant player in the global social media and ecommerce india market, offering new opportunities for brands to reach and engage with their target audiences.

Social Media and Content Consumption in India

The consumption of content on social media platforms in India has been heavily influenced by the rise of short-form video formats. According to data, 66% of consumers in India prefer short-form videos, typically less than a minute in length, as they are more engaging and authentic.² This trend is reflected in the growing popularity of platforms like YouTube, where Indian users are increasingly consuming video content, and the local short-video app Moj, which has gained significant traction in the market.² The dominance of short-form video content highlights the evolving content consumption patterns of Indian social media users, who are gravitating towards more concise, visually-driven, and engaging experiences on these platforms.

Short-Form Video Dominance

The preference for short-form video content among Indian social media users is a significant trend that has transformed the way content is consumed on these platforms. Platforms like YouTube and the homegrown short-video app Moj have witnessed a surge in viewership as Indian users seek out more engaging and authentic content experiences.² This shift in content consumption patterns underscores the evolving content preferences of Indian social media users, who are gravitating towards more concise and visually-driven experiences that cater to their attention spans and preferences.

Platform	Penetration	Active Users
Instagram	74.70%	516.92 million
Facebook	71.20%	492.70 million
Twitter	42.90%	N/A
LinkedIn	35.70%	N/A
Moj	29.50%	N/A
Pinterest	29.00%	N/A
Moj Lite Plus	26.20%	N/A

Social Media Advertising Landscape in India

The social media advertising landscape in India is rapidly evolving, with brands and businesses increasingly leveraging these platforms to reach and engage with their target audiences. In 2022, the average click-through rate (CTR) for social media ads across all platforms was 1.21%, a slight dip from the previous year but still indicative of the continued effectiveness of social media advertising.²

Ad Spend and CTR Insights

As the Indian social media market continues to expand, the advertising landscape is expected to become even more crucial for businesses looking to reach and connect with consumers in the country. In 2022, influencer marketing expenditure reached $4.14 billion, showcasing a significant increase from previous years.²

Influencer Marketing Potential

The influencer marketing industry in India is also experiencing significant growth, with expenditure reaching $4.14 billion in 2022. This highlights the immense potential for brands to collaborate with social media influencers to tap into their engaged followings and drive brand awareness and sales.² As the Indian social media landscape continues to evolve, the influencer marketing landscape is expected to become even more crucial for businesses looking to reach and connect with consumers in the country.²

Government’s Role in Shaping Social Media

The Indian government has played an active role in shaping the⁵ social media landscape in the country. In 2022, the Ministry of Electronics and Information Technology (MEIT) established a three-member grievance redressal committee to oversee content moderation decisions by social media platforms.⁵ This move was seen as part of the government’s efforts to exert greater control over⁵ social media companies operating in India. Additionally, the government has taken steps to ban certain Chinese social media apps, such as TikTok, due to geopolitical tensions, highlighting its willingness to intervene in the digital landscape.⁵ These government initiatives aimed at⁵ content moderation and regulatory oversight reflect the evolving role of policymakers in influencing the⁵ social media ecosystem in India.

Content Moderation Directives

The Indian government has taken a proactive approach to content moderation on social media platforms operating in the country.⁵ This includes establishing guidelines and directives for these platforms to adhere to, with the goal of maintaining a safe and responsible digital environment for Indian users.⁵ These government-led initiatives are aimed at addressing concerns over the spread of misinformation, fake news, and potentially harmful content on social media.

Grievance Redressal Committee

In a significant move, the Ministry of Electronics and Information Technology (MEIT) has set up a three-member grievance redressal committee to oversee content moderation decisions made by social media platforms in India.⁵ This committee serves as a mechanism for users to escalate their concerns and complaints regarding the handling of their content or accounts by these platforms.⁵ The establishment of this grievance redressal committee is seen as a step towards increased government oversight and accountability in the social media ecosystem.

Social Media as a Source of Truth

Interestingly, a study published by the Oxford University found that around 54% of Indians go to social media channels to find “truthful” information, a significantly higher figure compared to the global average of 37% and the US at 29%.⁶ This suggests that Indian social media users place a higher level of trust in the information they consume on these platforms, which could be both a positive and a concerning trend. As the social media landscape in India continues to evolve, the role of these platforms as a source of credible information will be crucial, and both users and platform operators will need to navigate the challenges of misinformation and the spread of fake news.

The rise of social media as a source of truth in India can be attributed to the increasing reliance on these platforms for information and the lack of trust in traditional media sources. However, this trend also highlights the need for greater social media credibility and responsible information sharing within the Indian context. As social media continues to shape the information landscape, it is essential that users and platform operators work together to ensure the credibility and reliability of the content shared on these platforms.

The prevalence of social media misinformation and fake news in India is a significant concern that must be addressed. Platforms and policymakers have a crucial role to play in implementing effective content moderation and grievance redressal mechanisms to combat the spread of false information and restore trust in social media as a reliable source of information.

As the Indian social media landscape continues to evolve, we must remain vigilant and proactive in ensuring that these platforms serve as a trusted and credible source of information for users. By fostering a culture of responsible information sharing and digital literacy, we can empower social media users in India to navigate the digital landscape with confidence and discernment.

Future Projections for Social Media in India

Looking ahead, India’s social media landscape is poised for continued growth and evolution. The country is anticipated to become the largest market for social media advertising spending outside of China and the fastest-growing market worldwide over the next decade.² This growth trajectory is driven by factors such as the increasing internet and smartphone penetration,⁷ the rising adoption of 5G technology, and the evolving content consumption preferences of Indian users, particularly the younger demographic’s affinity for short-form video content.

Anticipated Growth Trajectories

The number of social media users in India is projected to reach 258.27 million, a significant increase from approximately 168 million users in 2016.⁷ Additionally, India has an estimated 16% of its population with internet access, with projections that India’s internet user base will become one of the world’s largest.⁷ As the country’s digital infrastructure continues to expand, the social media market in India is expected to experience substantial growth in the coming years.

Emerging Trends

The emergence of social commerce and the government’s role in shaping the social media landscape through content moderation directives and the establishment of a grievance redressal committee are expected to be key trends that will define the future of social media in India.² The rise of short-form video content, as seen in the popularity of platforms like YouTube and the local app Moj, will also continue to shape the content consumption patterns of Indian social media users.² Additionally, the growing integration of social media with e-commerce, the increasing use of influencer marketing, and the continued evolution of digital marketing strategies in India will contribute to the dynamic future of the country’s social media ecosystem.

Demographic Shifts Impacting Social Media Use

India’s social media landscape is heavily influenced by the preferences and behaviors of its large and diverse population. The youth demographic, in particular, plays a significant role in shaping social media trends in the country. For instance, 74.70% of internet users in India are active on Instagram, which is especially popular among younger demographics.² At the same time, there are also notable regional variations in social media adoption and usage patterns across different parts of India.⁸

Youth Preferences

The Indian youth’s social media habits are a key driving force behind the evolution of the country’s digital landscape. Generation Z, defined as those born between 1997 and 2012, are leading the charge on platforms like TikTok, with 78% of US Gen Z users utilizing the app in 2023.⁹ Millennials, those born between 1981 and 1996, are also highly active on social media, with an estimated 68.8% of them expected to use social media in 2024.⁹ YouTube remains the most popular social media platform among Gen Z, while Facebook continues to be the most widely used overall.⁹

Regional Variations

While national-level data provides a broad understanding of India’s social media landscape, it is essential to recognize the distinct regional differences in social media adoption and usage patterns. For instance, the 30-49 age group in India uses social media as a news source at a rate of 40%, with 45% of this demographic utilizing Facebook for news consumption.⁸ In contrast, the 50-64 age group has a higher presence on LinkedIn, with 24% of the cohort using the professional networking platform.⁸ These regional and demographic factors will continue to shape the evolution of the Indian social media landscape, requiring brands and marketers to develop tailored strategies that cater to the preferences and behaviors of their target audiences.

Challenges and Opportunities in India’s Social Media Landscape

The rapidly growing social media landscape in India presents both challenges and opportunities for businesses, users, and policymakers. One of the key challenges is the concern over data privacy, as the collection and use of user data by social media platforms have come under scrutiny.¹⁰ The Indian government’s efforts to establish a grievance redressal committee and content moderation directives reflect the need to address these data privacy concerns.

At the same time, the expansion of social media in India also offers significant monetization opportunities for businesses, brands, and social media platforms themselves.¹⁰ The rise of social commerce, the potential of influencer marketing, and the growing advertising spend on social media platforms in India highlight the lucrative avenues for businesses to leverage the country’s social media ecosystem.¹⁰

Navigating these challenges and opportunities will be crucial for stakeholders to fully capitalize on the potential of India’s dynamic social media landscape.¹⁰³

Conclusion

India’s social media landscape is a rapidly evolving and increasingly influential space, boasting one of the largest user bases globally.¹¹ From the dominance of established platforms like Facebook and Instagram to the emergence of new contenders and the government’s active role in shaping the digital ecosystem, the Indian social media landscape is a complex and dynamic ecosystem.³ As the country’s internet and smartphone penetration continue to grow, social media usage is expected to surge, offering both challenges and opportunities for businesses, brands, and policymakers.

By understanding the latest trends, user preferences, and the evolving regulatory environment, stakeholders can effectively navigate and capitalize on the immense potential of social media in India.¹¹ The rapid growth of social commerce, the rise of influencer marketing, and the increasing advertising spend on social media platforms in India highlight the lucrative avenues for businesses to leverage the country’s dynamic social media ecosystem.¹¹

As we look to the future, India’s social media landscape is poised for continued expansion, with the country anticipated to become the largest market for social media advertising spending outside of China and the fastest-growing market worldwide over the next decade.¹¹ By staying abreast of the latest developments and adapting their strategies accordingly, businesses, brands, and policymakers can harness the power of social media to engage with India’s vast and ever-evolving digital audience.