Younger generation spending 97 minutes daily on social media:Girls spend more time than boys on e-commerce portals like Amazon, Flipkart Blinkit

Social media usage by urban youth is of an average of 97.9 minutes per day, according to a joint report by VTION and the Internet and Mobile Association of India (IAMAI). While, the age cohort of 18-24 years among the urban youth averages more than 120 minutes or 2 hours per day on social media platforms like X, Facebook, Instagram, etc. The digital consumption landscape reflects sharp demographic variations across platforms, with distinct age groups and genders driving different engagement metrics, acknowledged the report. Urban people aged 35+ spend 77 mins every day on entertainment portals While the youngest cohort commands social platforms, older consumers aged 35 and above anchor the entertainment sector, spending an average of 77.2 minutes per day. Girls spend more time than boys on Blinkit, Amazon, etc The report revealed a pronounced gender difference in time investment. Female users spend more time in e-commerce and quick commerce platforms compared to their male counterparts, showing 47% more engagement within the 18-24 age bracket. The report also showed that the female engagement premium is consistent across various digital spaces. The 25-34 female cohort in Mega Cities averages 35.2 minutes per day in e-commerce and quick commerce platforms, whereas males in the same demographic average 24.8 minutes per day, translating to 42 per cent more engagement. 57% of Blinkit customers are girls Blinkit registering a 57% female audience, and e-commerce applications Meesho and Myntra recording 61% and 54% female audiences, respectively. Elderly above 35 spend more time on entertainment apps than other age categories The structural trends indicated that the wider entertainment category maintains an average daily engagement of 77.2 minutes with stable monthly active users, primarily led by the 35-plus demographic. In contrast, social media shows a 5% growth in monthly active users, anchored by the 18-24 segments.