Reports show average Indian uses social media for more than 3 hours
89% of online users are active every day on social media, while 22% and 12% are active every day on OTT content and online gaming apps, respectively
A report named “New age digital media consumption: A survey of Social Media, OTT Content Online Gaming” released by Delhi-based NGO The Esya Centre and IIM Ahmedabad has said that an average India spends about 194 minutes i.e a little more than 3 hours every day on social media platforms such as Instagram, X, Facebook, etc. Meanwhile, on average, Indians spend 46 minutes on online games and 44 minutes on OTT platforms. This report was based on data collected from 2000 people and in-app data from 2.06 million users across 143 mobile apps.
“While all users in our sample were active on social media once a month or more, the corresponding figure for OTT and online gaming apps was only 60% and 40%, respectively,” the report said. Moreover, 100% of social media consumption took place through smartphones or tablets. For OTT content, 68% used smartphones/tablets, 4% used laptops and personal computers and 28% used television or home theatres. Meanwhile, in online gaming, 89% of players used smartphones and tablets. It was followed by 7% using laptops and PCs and 4% using TV. It also added that 89% of online users are active every day on social media, while 22% and 12% are active every day on OTT content and online gaming apps, respectively.
Talking about the cost of surfing the internet, the report added that social media is largely free for users. But they pay Rs 201-400 a month on OTT content and less than Rs 100 a month on online gaming. The findings further revealed that if the prices on these platforms are increased by 30%, 71% of gamers and 17% of OTT audiences will likely reduce the time allotted to these services.
In online gaming, it was found that 28% of users consider online gaming important for their employment prospects and 50% consider it essential for skill development. Moreover, online gaming is used for a more heterogeneous mix of purposes such as entertainment, building skills, and business or career opportunities. The report also said, “Around 75% believe that online gaming leads to various kinds of skill development, especially in number-crunching and statistical skills, sports research skills, and motor skills”.
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