The gap between internet users in rural and urban India has widened, with rural areas now adopting the internet at a faster rate, according to a new report by the Internet and Mobile Association of India (IAMAI) and market research firm Kantar. The “Internet in India 2024” report said that rural India surpassed urban areas in the number of internet users as early as 2021, and has continued to increase its share since then.
Out of the 886 million internet users in India projected for 2024, more than 55% (488 million) are from rural regions, up from 53.8% in 2023. This growing dominance of rural internet users highlights the increasing reach of digital services and connectivity beyond major cities.
While rural areas have surged ahead in user numbers, urban users continue to dominate when it comes to daily internet usage. On average, Indian internet users spend 90 minutes per day online, with urban users spending slightly more—94 minutes per day—compared to 89 minutes for rural users. This suggests that while rural India is catching up in terms of access, urban users still engage more actively with digital content and services.
The report also predicts India’s internet user base will cross the 900 million mark by 2025, further narrowing the gap between rural and urban internet consumption.
The demand for content in regional languages continues to grow, with 57% of urban users now preferring to consume content in their native languages. This trend highlights the increasing importance of local-language content across digital platforms, reflecting the diverse linguistic landscape of India and the need for tailored digital experiences to cater to a wider audience.
In terms of regional internet penetration, Kerala leads the pack with 72% internet penetration, followed closely by Goa at 71% and Maharashtra at 70%. On the other hand, states like Jharkhand (50%), Uttar Pradesh (46%), and Bihar (43%) have lower internet penetration, pointing to the disparity in digital access across India’s different regions.
While the total number of internet users in India continues to grow, the pace of this growth has slowed in recent years. The annual growth rate of internet users dropped from 9.6% in 2022 to 8.16% in 2023, and further decreased to 7.91% in 2024. This slowdown reflects the challenges in reaching the last-mile users, particularly in remote and underserved regions.
Despite this deceleration, India remains one of the fastest-growing internet markets globally, and the trend toward greater rural internet adoption, coupled with the rising demand for regional content, indicates that the country’s digital future will be shaped by diverse and expanding user bases.
