Girish Linganna details the main trends and statistics that illustrate the evolving digital landscape in India, with a focus on the rural population and women.
The rural population and women are in the vanguard of India’s digital revolution. The rise in Internet penetration, the adoption of a variety of devices, and the rapid expansion of digital payments and social commerce are reshaping how people interact, communicate, and conduct business in the country. Focusing on the rural population and women, let us examine the key trends and statistics that illustrate the evolving digital landscape in India.
Rural India Leads the World in Internet Adoption
Recent estimates indicate that by 2025, a staggering 56 percent of new Internet consumers in India will reside in rural areas. This increase in rural connectivity is primarily the result of the government’s efforts to bridge the digital divide and the declining cost of internet-capable devices. As a consequence, the proportion of non-active internet users has dropped to a minority for the first time, at 714 million or 48 percent of the population.
Women as the Engine of Digital India
Additionally, the digital revolution is causing a significant transition in the gender dynamics. In 2022, 57 percent of new internet users were female, and by 2025, this proportion is projected to rise to 65 percent. This trend reflects the increasing empowerment of women in India, as well as their potential to benefit from Internet access to information, education, and economic opportunities.
Diversification of Internet Access Devices
In India, the device of preference for Internet access is also diversifying. Despite the continued popularity of mobile phones and personal computers, there has been an increase in the use of alternative devices such as tablets, streaming devices, smart speakers, and smart televisions. The proportion of internet access via these devices has increased from 8% in 2021 to 13% in 2022.
The digital payments industry is booming.
India’s digital payment ecosystem has experienced significant growth in recent years, with 338 million consumers in 2022 and a 13 percent year-over-year increase in user base. Notably, 36% of these digital payment users are from rural India, illustrating the increasing significance of digital transactions in the country’s rural areas.
Social Commerce and Social Media
Interestingly, rural India now has more consumers of social media than urban India. This increased digital engagement has led to the emergence of social commerce, with Indians increasingly turning to social networking sites for online shopping. In fact, social commerce has grown by a staggering 51% in just one year, demonstrating the increasing legitimacy of social media as an e-commerce channel.
Rural areas and women are at the crux of India’s digital revolution, leaving no stone unturned. As internet penetration continues to increase and digital platforms become more accessible to all, India’s digital future appears more promising than ever. The expansion of digital payments and social commerce demonstrates the nation’s readiness to embrace a digitally-driven future that empowers all citizens and promotes inclusive development.