Rural India has more internet users than Urban, reveals IAMAI and KANTAR report

The latest report ‘Internet in India Report 2023’, jointly prepared by the Internet and Mobile Association of India (IAMAI) and KANTAR on the digital landscape in India sheds light on several noteworthy trends and patterns. Among online shoppers, a significant portion, precisely 26%, rely solely on Cash on Delivery (COD) as their preferred payment method. Meanwhile, the rest of the online shopper demographic demonstrates a diverse range of preferences towards various digital payment modes.

A substantial 71% of digital payment users predominantly reside in urban areas, with half of them belonging to the NCCS A category. Emerging trends in the digital ecosystem reveal a surge in the utilisation of music streaming services, with over 80% of overall OTT users engaging with music streaming apps within the past year.