The digital landscape in India is undergoing a significant transformation, with mobile phones becoming the primary gateway to the internet for a growing number of citizens. A recent Kantar survey indicates that nearly one in four Indians, or 23%, now rely solely on their mobile phones for all their entertainment and media consumption needs. This marks a notable increase from 15% in 2023, highlighting a rapid shift in media consumption habits. This trend has significant implications for various industries, from streaming services to e-commerce platforms, and reflects the increasing affordability and accessibility of mobile internet in the country.
Several factors are driving this mobile-centric trend. The proliferation of affordable smartphones, coupled with cheap mobile data plans, has made it easier for a larger segment of the population to access the internet. Telecom companies are investing heavily in network expansion and upgrades. As of March 2024, Reliance Jio held the top position with a 50.4% market share of internet subscribers, followed by Bharti Airtel Ltd. with 30.47% and Vodafone Idea Ltd. with a market share of 14.39%. These factors have collectively contributed to India becoming one of the largest digital consumer bases globally. As of early 2025, there were 806 million internet users in India, representing 55.3% of the total population.
The rise of mobile internet has also led to a surge in mobile data consumption. As of March 2024, the average monthly data consumption per user reached 20.27 GB, a significant increase from just 0.27 GB in 2014-15. This reflects a compound annual growth rate (CAGR) of 54%. India is now the world's largest consumer of mobile data, with users engaging in activities such as 4K video streaming and mobile gaming, further driving data usage. As of February 2025, mobile devices accounted for 81.67% of all internet traffic in India, while desktops contributed only 18.33%. This is in stark contrast to countries like Japan and Canada, where desktop internet traffic is still significant.
The shift towards mobile-only internet usage is particularly pronounced among certain demographic groups. The Kantar survey reveals that this audience is skewed towards the lower end of the socio-economic spectrum, with a higher proportion of rural users and men. This suggests that mobile phones are bridging the digital divide, providing access to information and entertainment for those who may not have access to other devices or internet connections. As of March 2024, rural India accounted for 55% of the country's internet users.
The increasing reliance on mobile phones has also transformed the e-commerce landscape in India. In 2025, over 400 million Indians made online purchases, a 30% increase from 2023. Mobile commerce accounts for 70% of e-commerce transactions, driven by seamless app experiences and UPI payment integration. This trend is expected to continue, with sales made through smartphones projected to double by 2025.
The government's Digital India initiative has played a crucial role in expanding internet access to rural areas. As of April 2024, 95.15% of villages in India had access to the internet with 3G/4G mobile connectivity. The total number of internet subscribers increased from 251.59 million in March 2014 to 954.40 million in March 2024, representing a CAGR of 14.26%. These initiatives are connecting not only metropolitan areas but also tier-2 and tier-3 cities, as well as remote rural areas.
While the growth of internet users has slowed down since 2021, the overall trend remains positive. India is expected to surpass 1 billion internet users by 2027. The increasing use of Indic languages for digital content is also expected to drive further growth in internet adoption. This is especially true in rural areas, where many people prefer to consume content in their local languages.
