India's Digital Landscape 2025: IAMAI Report Insights

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Internet User Growth Highlights

India's active internet user base reached 958 million in 2025. This shows an 8% year-on-year growth. Rural India leads this expansion. It confirms India's position as a major digital market globally.

Rural India Drives Digital Expansion

Rural India now accounts for 57% of active internet users, totaling about 548 million people. Rural regions grow at nearly four times the pace of urban India. This indicates a significant shift in digital adoption patterns. Shared device usage also enables digital access in rural areas.

Emerging Digital Behaviors

Artificial Intelligence (AI) adoption is rising. 44% of users now use AI-enabled features like voice search and chatbots. Usage is higher among younger age groups (15-44 years). Short-video content is also a major driver. 588 million users, 61% of India's internet population, consume short videos. Rural users slightly outnumber urban users in this segment.

E-commerce Trends and Multi-Device Use

Quick commerce is changing online shopping habits. Social commerce also gains traction. 230 million urban users, 56% of the urban active internet base, shopped online. Multi-device usage is also growing. India has 193 million multi-device internet users. This represents 20% of all active users.

Addressing the Evolving Digital Marketing Skills Gap

The findings from the Internet in India Report 2025's commerce behavior analysis highlight an urgent skills gap. Digital marketers need new capabilities. They must understand rural digital engagement, AI-driven marketing, and the nuances of quick and social commerce. This report clearly demonstrates what Internet in India Report 2025 - commerce behaviour reveals about the skills gap an digital marketing online degree fills. Such a degree can equip professionals with specialized knowledge. It helps address the evolving demands of India's dynamic digital economy.