1. With more than 460M+ users, internet penetration in India is relatively low and the growth potential is huge
![Internet Users in india 2018 2022](https://www.chandlernguyen.com/wp-content/uploads/2019/02/Internet-Users-in-india-2018-2022.jpg)
2. More than 90% of internet users in India accessing the internet via mobile devices
![Mobile Phone Internet Users in india 2018 2022](https://www.chandlernguyen.com/wp-content/uploads/2019/02/Mobile-Phone-Internet-Users-in-india-2018-2022.jpg)
3. Given that 70%+ of Indian population is under 40 years old, we expect the same ratio with India internet population
![india population pyramid 2018](https://www.chandlernguyen.com/wp-content/uploads/2019/02/india-population-pyramid-2018.png)
Indian internet population is more male skew and younger than the overall population, which makes sense given that mobile internet really took off only a few years back.
![demographics of internet users in india in urban and rural 2018](https://www.chandlernguyen.com/wp-content/uploads/2019/02/demographics-of-internet-users-in-india-in-urban-and-rural-2018.jpg)
4. With the higher growth of non-English internet population, vernacular is not a surprising reality
![internet poluation by english and non english 2018 2021](https://www.chandlernguyen.com/wp-content/uploads/2019/02/internet-poluation-by-english-and-non-english-2018-2021.jpg)
The split between urban and rural India when it comes to frequency of internet usage is not significant
![frequency of internet usage urban vs rural india 2018](https://www.chandlernguyen.com/wp-content/uploads/2019/02/frequency-of-internet-usage-urban-vs-rural-india-2018.jpg)
5. India GDP per capita on Purchasing power parity basis is half of that of China or Brazil and about 30% lower than Indonesia
![india china brazil indonesia gdp per capita ppp](https://www.chandlernguyen.com/wp-content/uploads/2019/02/india-china-brazil-indonesia-gdp-per-capita-ppp.png)
This lower level of income has a logical impact on consumption (online or offline) in India versus other markets.
India GDP growth rate has cooled down, though still at a high level. According to Press Information Bureau, Q2 (Jul – Sep) 2018/2019 GDP growth rate was at 7.1%.
6. Overall India is still a TV market, with nearly 60% time with media spent on TV
![](https://www.chandlernguyen.com/wp-content/uploads/2019/02/Share-of-Time-Spent-with-Media-in-india-2018.png)
In terms of growth in time spent, while digital is leading (at 11.5%), it’s not by much against TV (6.9%)
![Growth in Time Spent with Media in india 2018](https://www.chandlernguyen.com/wp-content/uploads/2019/02/Growth-in-Time-Spent-with-Media-in-india-2018.png)
7. Similar to other countries, more than 50% of internet users in India watch digital video
![Digital Video Viewers india 2018 2022](https://www.chandlernguyen.com/wp-content/uploads/2019/02/Digital-Video-Viewers-india-2018-2022.png)
However, if we look a bit deeper, only around 30% watch digital video using smartphones, which means a significant percentage of people are using feature phones or hybrid phone to watch video.
![Smartphone Video Viewers india 2018 2022](https://www.chandlernguyen.com/wp-content/uploads/2019/02/Smartphone-Video-Viewers-india-2018-2022.png)
8. Proximity mobile payment penetration in India is on par with the rest of the world and actually higher than North America, the UK or Japan
![](https://www.chandlernguyen.com/wp-content/uploads/2019/02/Proximity-Mobile-Payment-User-Penetration_-of-Internet-Users.png)
9. Digital buyer/shopper penetration in India is understandably lower than developed countries and on par with developing ones
![](https://www.chandlernguyen.com/wp-content/uploads/2019/02/Digital-Buyer-Penetration.png)
China is an outliner since it is still a developing countries but already transformed digitally to be similar or more advanced than developed countries.
10. Subscription OTT Video penetration in India is still low, which shows significant growth headroom
![](https://www.chandlernguyen.com/wp-content/uploads/2019/02/Subscription-OTT-Video-Viewers-india-2018-2022.png)
That’s all from me. Thanks,
Thanks,
Chandler