Women dominate India’s digital attention economy; AI apps see 100% growth: Report

A recent study highlights the significant role women are playing in the digital landscape of urban India, revealing that they are outpacing men in terms of time spent on various online activities. The India Digital Behaviour Report 2025-26, released by VTION in collaboration with the Internet and Mobile Association of India (IAMAI), shows that women are becoming key players in sectors like entertainment, messaging, and e-commerce. The findings indicate that women aged 18-24 are particularly active, dedicating up to 47% more time to e-commerce and quick commerce platforms compared to their male counterparts. In major cities, women within the 25-34 age range are also leading the charge, spending an average of 35.2 minutes daily on commerce apps, while men in the same demographic only engage for about 24.8 minutes—a 42% increase in engagement for women. On entertainment platforms, women spend an impressive average of 82.4 minutes each day, showcasing their dominance in messaging and commerce as well. The report also underscores a remarkable rise in the usage of artificial intelligence applications, which have doubled in growth from April 2025 to March 2026. Urban users now allocate around 11.3 minutes daily to AI apps, a figure that rivals engagement levels seen with messaging services. ChatGPT leads this surge, commanding a substantial 70.8% market share in the AI app category as of March 2026, followed by Google Gemini and others. These insights suggest that AI tools are transforming how consumers approach digital discovery and online shopping, with users increasingly turning to AI for information before engaging with e-commerce platforms. The report also reveals a shift in India's digital payment ecosystem, indicating that UPI has transitioned from mere adoption to a standard mode of transaction across diverse income groups. Data from the National Payments Corporation of India (NPCI) reflects that UPI transactions soared to 241.6 billion in FY2025-26, marking a 30% increase from the previous year. March 2026 alone saw an unprecedented 22.64 billion transactions, with UPI now representing 84% of all retail digital payment volumes in the country. Additionally, while loan and credit apps have experienced a 30% rise in monthly active users, the time spent on these apps remains stable, averaging between 5.5 and 8.2 minutes. Furthermore, social media engagement is predominantly driven by younger urban dwellers, particularly those aged 18-24, who spend over 120 minutes daily on these platforms—well above the overall average of 97.9 minutes. In contrast, older users, aged 25-34 and 35+, show more interest in entertainment platforms, averaging around 78-80 minutes per day.