Kantar-IAMAI’s ‘Internet in India 2023’ report has revealed that online news has gained more traction in the past year. More than half of India’s internet users - 65% precisely - receive their news through an online medium.
However, the number that consciously access news through verified platforms online are only 25% of the total internet users.
Of the conscious users, 43% are in the ‘below 24 years’ age category, while those aged 44 years and above constitute 18% of the group.
Kantar-IAMAI’s report also suggests that the total number of non-active internet users in India - which stood at 665 million in 2023 - has decreased about 49 million from 2022’s numbers. About half of this number is constituted by the rural population of India.
According to the research, “the size of this cohort is declining and presents a lot of scope for expansion.”
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