Women in urban India are driving digital engagement, spending more time than men across various categories such as entertainment, messaging, and e-commerce, a recent report revealed. The study by VTION and IAMAI highlighted that women outpaced men in time spent across most categories, especially in commerce platforms. On average, women spend 82.4 minutes daily on entertainment-related content, with the 25-34 age group leading at 86.3 minutes per day.
AI applications are gaining popularity as a daily habit in urban India, showing over 100% growth from April 2025 to March 2026. Urban users are dedicating around 11.3 minutes per day to AI apps, primarily concentrated among 18–34-year-olds and higher-income urban households. The report also emphasized the rising influence of conversational AI in brand and product discovery online, with users increasingly relying on AI tools before traditional search or e-commerce platforms.
In the realm of social media, young urban users aged 18–24 are the most active, spending an average of 120 minutes daily compared to the overall category average of 97.9 minutes per day. On the other hand, consumers above 35 are driving the entertainment category, engaging with content for 77-78 minutes daily. Payment app engagement patterns show consistency across income groups in urban areas, regardless of household income levels.
The report analyzed data from over 1 lakh consented smartphones, representing more than 407 million urban Indians.
