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The "State of Digital" in India in 2025

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64 views7 pages

The "State of Digital" in India in 2025

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chunkupani3882
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The “state of digital” in India in 2025

A total of 1.12 billion cellular mobile connections were active in India in early
2025, with this figure equivalent to 76.6 percent of the total population.
However, note that some of these connections may only include services such
as voice and SMS, and some may not include access to the internet.

There were 806 million individuals using the internet in India at the start of
2025, when online penetration stood at 55.3 percent.

India was home to 491 million social media user identities in January 2025,
equating to 33.7 percent of the total population.

Population of India in 2025


The population of India stood at 1.46 billion in January 2025.

Data shows that India’s population increased by 13 million (+0.9 percent)


between early 2024 and the start of 2025.

Meanwhile, in early 2025, 37.1 percent of India’s population lived in urban


centres, whereas 62.9 percent lived in rural areas.

At that time, 48.4 percent of India’s population was female, while 51.6
percent of the population was male.

Note: gender data were only available for “female” and “male” at the
time of report production.

India’s population by age


At the beginning of 2025, the median age of India’s population was 28.8,
with half of India’s population above this age, and the other half of the
population below it.

For added context, here’s how India’s total population broke down by age
group at the start of the year:

7.7 percent was between the ages of 0 and 4.


13.0 percent was between the ages of 5 and 12.
8.6 percent was between the ages of 13 and 17.
12.3 percent was between the ages of 18 and 24.
16.8 percent was between the ages of 25 and 34.
14.7 percent was between the ages of 35 and 44.
11.3 percent was between the ages of 45 and 54.
8.2 percent was between the ages of 55 and 64.
7.4 percent was aged 65 and above.

Mobile connections in India in 2025


Data from GSMA Intelligence shows that there were 1.12 billion cellular
mobile connections in India at the beginning of 2025.

For perspective, many people make use of more than one mobile
connection, so it’s not unusual for mobile connection figures to
significantly exceed figures for total population.

For example, the same person might have one mobile connection for
personal use, but also use a separate mobile connection for work
activities. The rise of eSIMs has made this even easier over recent years.

However, this practice hasn’t yet pushed mobile connectivity rates in India
beyond 100 percent, and GSMA Intelligence’s numbers indicate that
mobile connections in India were equivalent to 76.6 percent of the total
population in January 2025.

Looking at trends over time, the number of mobile connections in India


decreased by 1.3 million (-0.1 percent) between the start of 2024 and the
beginning of 2025.

Meanwhile, GSMA Intelligence’s data suggests that 92.3% of mobile


connections in India can now be considered “broadband”, which means
that they connect via 3G, 4G, or 5G mobile networks.

However, devices that connect to “broadband” mobile networks do not


necessarily use cellular mobile data — for example, some subscription
plans may only include access to voice and SMS services — so this
broadband figure should not be considered a proxy for mobile internet
use.

Internet use in India in 2025


At the time of report production, the latest available data indicated that
there were 806 million internet users in India in January 2025.

This means that India’s internet penetration rate stood at 55.3 percent of
the total population at the start of the year.

Meanwhile, Kepios’s analysis indicates that the number of internet users in


India increased by 49 million (+6.5 percent) between January 2024 and
January 2025.

And for added perspective, India’s internet adoption rate (i.e. the
percentage of the total population that uses the internet) increased by a
relative 5.5 percent (+290 basis points) during the same period.

But these user figures also suggest that 652 million people in India did not
use the internet at the beginning of 2025, suggesting that 44.7 percent of
the population remained “offline” at the start of the year.

Social media statistics for India in 2025


DataReportal’s figures show that there were 491 million active social
media user identities in India in January 2025.

For perspective, this figure was equivalent to 33.7 percent of India’s total
population at the start of 2025.

444 million users aged 18 and above using social media in India at the
beginning of 2025, which was equivalent to 43.1 percent of the total
population aged 18 and above.

34.5 percent of India’s social media user identities were female, while 65.5
percent were male.

YouTube users in India in 2025


Google’s advertising resources indicate that YouTube had 491 million
users in India in early 2025 which was equivalent to 33.7 percent of India’s
total population at the start of the year.
34.5 percent of YouTube’s adult ad audience in India was female, while
65.5 percent was male.

YouTube user growth in India


Data published in Google’s own ad planning tools show that YouTube’s
potential ad reach in India increased by 29.0 million (+6.3 percent)
between the start of 2024 and early 2025.

Facebook users in India in 2025


Data published in Meta’s advertising resources indicate that Facebook had
384 million users in India in early 2025.

Facebook user growth in India


Figures published in Meta’s own tools indicate that Facebook’s potential
ad reach in India increased by 16.7 million (+4.5 percent) between January
2024 and January 2025.

Facebook adoption in India


Facebook’s ad reach in India was equivalent to 26.3 percent of the total
population at the beginning of 2025.

Meta only allows people aged 13 and above to use Facebook though, and
it’s worth highlighting that 33.2 percent of the “eligible” audience in India
use Facebook.

Furthermore, it may be useful to know that the company’s data indicates


that 37.2 percent of adults aged 18 and above in India used Facebook at
the start of 2025.

And for additional context, Facebook’s ad reach in India was equivalent to


47.6 percent of the local internet user base (regardless of age) in January
2025.

At the beginning of 2025, 26.4 percent of Facebook’s ad audience in India


was female, while 73.6 percent was male.

Instagram users in India in 2025


Numbers published in Meta’s advertising tools indicate that Instagram had
414 million users in India in early 2025.

The company’s regularly revised figures suggest that Instagram’s ad reach


in India was equivalent to 28.4 percent of the total population at the start
of the year.

However, Meta only allows people aged 13 and above to use Instagram, so
it’s also worth highlighting that 35.8 percent of the “eligible” audience in
India used Instagram

Meanwhile, data published in the company’s ad tools indicate that 37.6


percent of adults aged 18 and above in India used Instagram at the
beginning of 2025.

Similarly, it may be helpful to know that Instagram’s ad reach in India at the


start of 2025 was equivalent to 51.4 percent of the local internet user base
(regardless of age).

In early 2025, 29.2 percent of Instagram’s adult ad audience in India was


female, while 70.8 percent was male.

Instagram user growth in India


Data published in Meta’s planning tools show that Instagram’s potential ad
reach in India increased by 51.0 million (+14.0 percent) between January
2024 and January 2025.

On a quarterly basis, the company’s data also reveal that the size of
Instagram’s ad audience in India increased by 22.8 million (+5.8 percent)
between October 2024 and January 2025.

LinkedIn users in India in 2025


Figures published in LinkedIn’s advertising resources indicate that
LinkedIn had 150 million “members” in India in early 2025.

LinkedIn’s audience in India was equivalent to 10.3 percent of the total


population at the start of 2025.
LinkedIn’s advertising tools only publish data for users aged 18 and above
though, so it may be more representative to state that LinkedIn’s ads
reached 14.6 percent of India’s population aged 18 and above in early
2025.

In early 2025, 30.2 percent of LinkedIn’s ad audience in India was female,


while 69.8 percent was male.

LinkedIn user growth in India


Data published in LinkedIn’s planning tools show that LinkedIn’s potential
ad reach in India increased by 30.0 million (+25.0 percent) between the
start of 2024 and the beginning of 2025.

On a quarterly basis, the company’s data reveal that the size of LinkedIn’s
ad audience in India increased by 10.0 million (+7.1 percent) between
October 2024 and January 2025.

Messenger users in India in 2025


Data published in Meta’s advertising resources indicate that ads on
Messenger reached 109 million users in India in early 2025.

Meta only allows people aged 13 and above to use Messenger though, so
it’s worth highlighting that 9.4 percent of the “eligible” audience in India
used Messenger at the time of writing.

Moreover, data published in the company’s ad tools indicate that 10.6


percent of adults aged 18 and above in India used Messenger at the start
of 2025.

X users in India in 2025


Numbers published in X’s advertising resources indicate that X had 24.1
million users in India in early 2025.

This figure means that X’s ad reach in India was equivalent to 1.7 percent of
the total population at the time.

Meanwhile, X only allows people aged 13 and above to use its platform, so
it’s worth adding that the latest figures suggest that 2.1 percent of the
“eligible” audience in India used X at the time of report production.

Furthermore, data published in the company’s ad tools indicate that 2.3


percent of adults aged 18 and above in India used X at the beginning of
2025.

And for additional context, X’s ad reach in India was equivalent to 3.0
percent of the local internet user base (regardless of age) at the start of
the year.

In early 2025, the company’s own data indicated that 12.9 percent of X’s
adult ad audience in India was female, while 87.1 percent was male.

X user growth in India


Data published in X’s own ad planning tools show that X’s potential ad
reach in India decreased by 2.00 million* (-7.7 percent) between the
beginning of 2024 and early 2025.

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