India now has 958 million active internet users; 57% of these are from rural areas

India’s Internet user base reached cusp of 1 billion led by AI adoption, short-video consumption and E-Commerce, reported the Internet and Mobile Association of India (IAMAI), a not-for-profit body representing the digital services sector, here on Thursday (January 29, 2026).

According to IAMAI’s latest edition of Internet in India report, India now has 958 million Active Internet Users (AIUs), reinforcing the country’s position as one of the world’s largest and fastest evolving digital markets. The report also reveals that rural India accounts for 57% of India’s active internet users i.e approximately 548 million active internet users.

AI seen mass adoption in the country

The ‘Internet in India Report 2025,’ jointly prepared by the IAMAI and KANTAR, and was launched at the India Digital Summit (IDS) in Bengaluru found that the country’s active internet users base grew 8% year‑on‑year growth in calendar 2025. Artificial Intelligence has reached mass adoption in the country, found the survey, which also revealed that 44% of these users were already using AI‑enabled features such as voice search, image‑based search, chatbots and AI filters. The AI usage was the highest among younger audiences, with 57% of users aged 15- 24 years and 52% of those aged 25- 44 years reporting AI usage in CY 2025.

Short-video consumption a key driver

Short‑video consumption has emerged as a key growth driver within this expanding user base. In 2025, 588 million (61%) internet users consumed short‑video content, with rural users marginally outnumbering urban users. Adoption is strongest among younger audiences, cementing their role as a key driver of digital engagement.

Again, quick commerce was leading a fundamental shift in how Indians shopped online, with social commerce close behind, as the e‑commerce ecosystem expanded beyond traditional online marketplaces, stated the report. Among urban users, 230 million people (56%) of the urban active internet base, shopped online in 2025, with quick commerce and social commerce gaining prominence alongside established marketplaces.

Multi device ownership on the rise

The study also found that multi device usership was on the rise. For instance, the country now has 193 million multi‑device internet users, representing 20% of all active internet users, up from 165 million in 2024. Urban adoption stands at 31%, while rural India is catching up at 12%. Also, shared device usage continues to be a key enabler of digital access. Some 18% of internet users go online through someone else’s mobile device, and nearly 80% of these users are based in rural areas.

The report also revealed that despite strong momentum, 38% of India’s population – about 579 million people -still remained non‑active internet users. However, this proportion has been steadily declining year after year, signalling substantial headroom for the continued expansion of India’s digital economy, it pointed out.

The Internet in India report was prepared based on the ICUBE study, which is recognised as the country’s most authoritative source on digital adoption and online behaviour. Close to 100,000 internet consumers from 400 towns and over 1,000 villages participated in the study.