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Indians Spend Most Smartphone Time on Reels and Shopping, New Report Reveals

Posted on 3rd Jun 2026 01:22 pm by rohit kumar

A new technology report released by the Internet and Mobile Association of India (IAMAI) and research firm VTION has revealed fascinating insights into how Indians are spending time on their smartphones.

 

The report highlights major shifts in digital behavior across different age groups and genders, showing that Gen Z users are deeply engaged with social media and short-video platforms, while women are emerging as dominant users in online shopping and quick-commerce apps.

 

The study also reveals rapid growth in AI app adoption, messaging platforms, and digital finance applications across the country.

 

Gen Z Spending More Than 2 Hours Daily on Social Media

 

According to the report, Indian youth between the ages of 18 and 24 are spending the highest amount of time on social media platforms.

 

Urban Gen Z users reportedly spend more than 120 minutes daily watching reels, chatting with friends, and browsing social media applications.

 

In comparison, the average Indian smartphone user spends around 97.9 minutes per day on social media apps.

 

The findings indicate that short-video content and social networking continue to dominate the digital habits of younger users in India.

 

Industry experts say the popularity of reels, influencer content, and creator-driven entertainment is fueling this growing engagement among Gen Z audiences.

 

OTT Platforms Becoming Popular Among Older Users

 

The report also reveals that digital entertainment is no longer limited to younger audiences.

 

Users aged 35 years and above are increasingly shifting from traditional television to OTT and video-streaming platforms on smartphones.

 

According to the data, people in this age group spend an average of 77.2 minutes daily on entertainment and OTT-related applications.

 

Experts believe affordable internet access, regional content availability, and smartphone penetration are driving the growth of streaming consumption among older demographics.

 

Women Leading India’s Online Shopping Boom

 

One of the biggest highlights of the report is the growing dominance of women in India’s e-commerce and quick-commerce sectors.

 

The study found that women aged 18 to 24 use shopping and quick-commerce apps 47% more than men in the same age category.

 

Additionally, women aged 25 to 34 living in metropolitan cities spend approximately 35.2 minutes daily on shopping applications, compared to 24.8 minutes spent by men of the same age group.

 

The report suggests that women are now becoming the primary drivers of online shopping growth in India.

 

Meesho, Blinkit and Myntra See Strong Female User Base

 

Several major e-commerce and quick-commerce platforms are witnessing significantly higher engagement from female users.

 

According to the report:

 

Meesho has around 61% female users

Blinkit has approximately 57% female users

Myntra has nearly 54% female users

 

The report further states that brands ignoring women-centric shopping behavior may struggle to succeed in India’s fast-growing digital commerce ecosystem.

 

Messaging Apps Continue Strong Growth

 

Apart from social media and shopping platforms, chatting applications remain among the most-used smartphone services in India.

 

Users spend an average of 58.6 minutes daily on messaging platforms such as WhatsApp.

 

The continued popularity of instant messaging reflects the growing importance of digital communication in everyday life.

 

AI App Usage Surges Over 100%

 

The most dramatic growth highlighted in the report comes from Artificial Intelligence applications.

 

According to the findings, AI app usage in India has increased by more than 100%, indicating that users are rapidly adopting AI-powered tools for productivity, learning, content creation, and everyday tasks.

 

Experts believe the rise of AI chatbots, generative AI tools, and smart assistants is reshaping how Indians interact with technology.

 

Finance and Loan Apps Also Witness Growth

 

The report additionally noted a 30% rise in users of finance and lending applications.

 

Digital finance platforms, personal loan apps, and fintech services continue expanding rapidly due to easier smartphone access and growing digital payment adoption across India.

 

India’s Digital Consumption Patterns Rapidly Evolving

 

The IAMAI-VTION report reflects how India’s digital ecosystem is evolving at an unprecedented pace.

 

From Gen Z’s obsession with reels to women driving e-commerce growth and the explosive adoption of AI tools, smartphone usage patterns are becoming more diverse and technology-driven than ever before.

 

As internet penetration and digital literacy continue expanding across urban and rural India, experts expect these trends to grow even further in the coming years.

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