Indians spent less time on social media in June this year

Indian users spent close to 10 billion hours in June this year on social media, compared to 11 billion hours they spent in June 2023, which indicates a decline of nearly 10 percent, as per Comscore Inc.'s latest report. This is despite the fact that their internet time slightly went up in the same period. 

The number of unique visitors on social media also declined to 485 million in June 2024, from 486 million in June 2023. Unique visitors on the internet went up to 524 million from 510 million in the same period. 

The report, however, highlights that with more than 500 million unique visitors, India represents a massive addressable market. A staggering 78% of these users are mobile-only, underscoring the necessity for businesses to adopt a mobile-first strategy to engage this audience effectively.

YouTube stands out as the leading social platform, boasting an impressive reach of 88% and an average of 13 hours spent per user monthly.

Moreover, the dynamics of social media usage are shifting; Instagram has surpassed Facebook in popularity among users aged 15-24, indicating a shift in preferences that brands should leverage. Influencer marketing is thriving, with influencers generating 32% of total social media interactions—likes, comments, and shares—across platforms.

This digital boom presents both challenges and opportunities for brands aiming to thrive in this vibrant market. 

Half of Internet Time on Social Media

Between January and June 2024, Indian social media users dedicated an astonishing 60 billion hours to social media, underscoring its dominance in the digital landscape. This figure represents nearly 27 percent of the total 218 billion hours spent online, highlighting the central role social platforms play in daily life.

In comparison, users spent 40 billion hours on entertainment and 6 billion on news, illustrating a clear preference for social interaction and content sharing. Retail and travel accounted for 5 billion and 1 billion hours, respectively, while finance garnered 7 billion hours, showing that while social media dominates, other sectors are also vying for attention.

As social media continues to capture a significant portion of online time, businesses must strategically engage with users on these platforms to harness their influence and drive growth in an increasingly digital-first economy.