According to a study published on Monday, women users are the most powerful drivers of digital interaction in metropolitan India, spending more time than men in sectors like entertainment, messaging, and e-commerce or quick commerce.

With the largest discrepancies evident in commercial platforms, the joint study conducted by the Internet and Mobile Association of India (IAMAI) and the VTION consumer behavior analytics platform revealed that women spent more time than men in the majority of categories.

It was emphasized that the average amount of time that women spend on entertainment-related material is 82. 4 minutes each day.

With 86. 3 minutes of daily use, women between the ages of 25 and 34 had the highest consumption in this group.

The 25–34-year-old urban female group in megacities spent an average of 35. 2 minutes each day on e-commerce and quick commerce, whereas urban male users spent 24. 8 minutes, indicating a 42% increase in engagement.

As a new daily digital habit in urban India, AI apps are being adopted at a fast rate, with the category experiencing growth of more than 100% between April 2025 and March 2026. Urban users spent an average of 11. 3 minutes each day using AI applications.

Currently, AI applications are used mostly by people in the 18–34 age range and by wealthier urban families.

The report stated that conversational AI is becoming more and more popular as a way for consumers to learn about brands and products online, with users relying on AI tools before visiting traditional search or e-commerce sites.

Social media is driven by young, mass-market urban India, with an average daily usage of 120 minutes compared to the total category of 97. 9 minutes.

The entertainment industry was dominated by urban consumers over the age of 35, who spent 77 to 78 minutes each day taking in its products.

With urban users spanning higher, middle, and lower income urban household categories, payment app use trends remain fairly constant across income groups.

Data from over 100,000 agreed smartphones, representing more than 407 million urban Indians, was examined in the report.