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May 2019


In early March 2019, Kantar IMRB released its ICUBETM 2018 report on digital adoption and usage trends in India. Preeti Reddy, CEO, Kantar South Asia, said "Kantar IMRB's ICUBETM; which has tracked the digital evolution in India for last 20 years, provides key measurement metrics necessary for planning any digital marketing or communication initiative. ICUBE continues to provide government, policy makers, digital businesses, marketers and communication specialists the intelligence necessary to stay on top of the developments across different facets of digital platforms and services."


The number of Internet users in India is currently estimated at 566 million as of December 2018.

88% or 493 million Indians, are 'regular users', having accessed the internet in past 30 days.

There are 293 million active urban & 200 million active rural users.

97% of users use mobile phones as one of the devices to access Internet.


Internet users registered an 18% annual growth & are projected to reach 627 million by end 2019.

India Add 75 M Users Annually - The Population Of Germany!


Penetration in Rural India has increased from 9% in 2015 to 25% in 2018, with an estimated 251 million internet users currently in rural India.

Rural India registered a 35% growth in internet users over the past year.


Bihar shows the highest GDP growth rate & also the fastest (35%) new Internet user additions. Bihar is closely followed by Orissa.


Women comprise 42% of total Internet users & spend as much time on the Internet as men.

Hemant Mehta, Managing Director, Media and Digital, Kantar IMRB, said, "The digital base in India is growing by over 75 million users each year - as much as the entire population of Germany! In Rural India, more than two-thirds of active internet users now access the internet daily." n