Tanushree Basuroy
Research expert covering India
Mobile app usage in India - statistics & facts
Whether it is to pay a bill, touch up a selfie, hail a ride, or order in there is now an app for everything. India has emerged as the fastest growing mobile internet market in the world in recent years. With more than a billion mobile subscribers, and an ever-growing mobile internet penetration, the country has become a poster child for mobile communications. Indians took to mobile applications with ease and eagerness, spurred on by the vision of becoming a digital economy.
Besides streaming media, mobile gaming was the other key source of entertainment for Indian mobile app users. Smartphones provided a cheap alternative to console gaming, resulting in over 90 percent of the Indian gaming population playing on mobile devices. Consumer spending on mobile games while still minute compared to the global market, is on the rise in the South Asian market.
Speaking of purchasing, the use of mobile shopping apps as well as mobile payments grew at a rapid pace, boosted by the coronavirus pandemic. Huge advertising budgets from e-commerce platforms like Amazon and Flipkart not only created a buzz about mobile shopping among Indians, but also helped new players within the market establish their respective niche - ranging from food delivery services to travel and hospitality. Other emerging app categories included online dating, trading and investment, and e-governance.
What are Indians using their mobile for?
Accessing social media was the primary activity carried out using mobile phones, followed by internet browsers. Google and Instagram were two of the most downloaded apps in the country. Besides staying connected and surfing the Internet, Indian app users sought entertainment. Alongside the extensive use of YouTube, streaming services had come a long way - with both advertisement-based and paid subscriptions seeing significant market growth in recent years. The viable market saw a boom in domestic platforms in the video and audio streaming segments, providing affordable alternatives to global competitors.Besides streaming media, mobile gaming was the other key source of entertainment for Indian mobile app users. Smartphones provided a cheap alternative to console gaming, resulting in over 90 percent of the Indian gaming population playing on mobile devices. Consumer spending on mobile games while still minute compared to the global market, is on the rise in the South Asian market.
Speaking of purchasing, the use of mobile shopping apps as well as mobile payments grew at a rapid pace, boosted by the coronavirus pandemic. Huge advertising budgets from e-commerce platforms like Amazon and Flipkart not only created a buzz about mobile shopping among Indians, but also helped new players within the market establish their respective niche - ranging from food delivery services to travel and hospitality. Other emerging app categories included online dating, trading and investment, and e-governance.
A new player on the app store horizon
Much like other parts of the world, the Indian app market is split between Google Play and Apple App Store, with the former controlling more than half the Android-dominated market. However, 2024 saw an Indian-made app distribution platform launched by PhonePe, the country’s leading digital payment system owned by Walmart Inc. Offering round-the-clock service supported in 12 Indian languages including English and hosting 200 thousand global and local apps, Indus Appstore was developed as a response to the Google-Apple duopoly.
