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India 2015: MARKET CHARACTERISTICS | Digital India - Mobile Phones / Social Media

Rural users double in only one year

The number of social media users in India reached 143 million in April 2015, according to a report by the Internet and Mobile Association of India (IAMAI) and the Indian Market Research Bureau (IMRB).

Social media activity in rural India doubled to 25 million users in just one year, while social media activity among the urban population continued to rise at a steady pace, increasing 35 percent to 118 million users in 2014.

India’s top four cities – Mumbai, Delhi, Bangalore and Hyderabad – generated almost half of the country’s urban social media activity, the study found. And 60 percent of urban social media use came from college students and young men.

College students and young men accounted for the majority of social media use overall, 34 percent and 27 percent, respectively, followed by school children, 12 percent. And 61 percent of all social media users accessed the Internet with a mobile device.

The report also found that the three most common social media activities, in order of popularity, are maintaining a profile, updating status and commenting on a blog.

India’s estimated 100 million active monthly users make it the second largest market for Facebook. Around 30 million Indians reportedly use Twitter.