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India's Digital Behaviour Report

Behavioural shifts shaping Urban India’s app ecosystem. Real data from 100K+ consented smartphone users.
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Key Insights from the Report

  • AI Apps grew 100%+ and are forming a new daily habit — currently concentrated in NCCS A, 18-34, North India.
  • Quick Commerce sessions last under 6–10 mins, while E-Commerce users browse for 15–20 mins.
  • Female users spend up to 47% more time on Quick Commerce apps than males in the 18–24 cohort.

What the Report covers

Social Media

Who scrolls most - and who actually buys

Entertainment & OTT

Premium audience, deeper sessions

E-Commerce & Quick Commerce

Two businesses hiding in one category

Payments & BFSI

UPI saturation + the credit paradox

AI Apps

100% growth & the premium early adopter

Messaging

The high-value household decision-maker