Indians are spending one-fifth of waking time on social media, OTT and online gaming: Study

economictimes.indiatimes.com:

social media, OTT platforms, and online gaming, according to a recent study conducted on the digital media consumption habits of Indians. As per a TOI report, the study — titled 'New age digital media consumption- was conducted by an IIM Ahmedabad professor in collaboration with a think tank. The research surveyed 2,000 respondents across 10 Indian cities and analyzed app data from over 20.58 lakh users.

On average, users spent around 194 minutes on social media, 44 minutes on OTT content, and 46 minutes on online gaming. The study highlighted that while women spent more time on OTT platforms, there was no significant variation based on location. The findings also noted potential implications of the recent rise in GST on online gaming, which could impact market prices and user behavior in the sector.

While there was somewhat higher usage among women for both social media and OTT platforms, and for gaming among males, the data suggested that there was no significant shift when it came to location — time spent was found to be about the same across the categories. In terms of daily active use, 89% were on social media every day, while 22% and 12% were on OTT and online games, respectively. «Intriguingly, despite spending 12 minutes less time per day on online gaming than men, women spend twice as much time per session.» Women also spend more time per session consuming OTT content, and spend more time per day than men,' according to the survey.