Internet users in India on an average spend around 2 hours a week on social networking sites such as Facebook and LinkedIn and 2.4 hours a week on email, according to a global study by TNS. The study also reveals that digital is the primary daily media channel for 22 per cent of internet users in India.

The study states that online consumers in rapid growth markets have overtaken mature markets in terms of engaging with digital activities. For instance, India has a higher proportion of engaged users (43 per cent) than US and that is despite the huge infrastructure gap and costs of accessing internet.