India has the second highest number of internet users and mobile internet users in the world, with 372.5 million and 287.7 million respectively. Internet users in India skew heavily towards males currently. Urban young Indian internet users spend about 2.2 hours online daily on mobile devices. Facebook dominates the social media landscape in India with over 149 million users in 2016. However, India's digital ad spending and retail e-commerce sales are still much lower than countries like China, the US, and others, but are growing rapidly.

1. Key facts about India
Digital Landscape
www.chandlernguyen.com Oct 2016

2. India ranks second in the world in terms of internet users (372.5M)
and mobile internet users (287.7M) and the growth rate is still high
0%
4%
8%
12%
16%
0
200
400
600
800
India China US JP UK Indonesia
Internet users Internet user Growth rate (2017) Mobile internet user Mobile internet user Growth rate (2017)
81.4
41.5
71.6
210.5
563
287.7
102.8
53.2
104.5
267.4
722.6
372.5
Mobile internet user: mobile phone users of any age who access the internet via mobile phone (browser or app) at least once per month; use of SMS/MMS
is not considered mobile internet access;

3. Internet users in India are very heavily skewed
towards Male at the moment

4. Urban young internet users in India spend
about 2.2 hours online daily on mobile devices,
relatively the same with other APAC countries

5. Facebook dominates all other social networks in
India with more than 149M users in 2016

6. India Digital Ad Spend ($1B) is still very modest in comparison
with China ($40B) or the US ($67B), Japan ($11B) but it’s
growing fast to reach 20% of total media ad spending in 2019

7. Mobile internet ad spending share (26.7%) of total digital ad spend in India is lagging
other markets by a wide margin

8. India Retail e-commerce sales (US $23.39B) is
significantly lower than China, the US, UK, JP
0%
20%
40%
60%
80%
US$0.00
US$225.00
US$450.00
US$675.00
US$900.00
India China US UK JP
Retail e-commerce (in Billions) Retail e-commerce growth rate (%)
US$77.41
US$103.78
US$398.35
US$899.09
US$23.39
Note: Retail e-commerce sales includes products or services ordered using the internet via any device, regardless of the method of payment or fulfilment;
excludes travel and event tickets; converted at the exchange rate of US$1=INR64.1233