A data profile of the people who buy, follow and care about Instant messaging in India — modelled from more than twelve digital signal sources. Instant messaging has an estimated audience of 18,823,775 people in India.
The average Instant messaging fan in India is 30.4 years old, more male, and lives primarily in Uttar Pradesh.
The audience is concentrated in Uttar Pradesh, Maharashtra, West Bengal.
Top brand affinities include Voice over IP, Erlang (programming language), Social network, with strongest over-indexing on Voice over IP (10.7× the country average).
Demographically, the Instant messaging audience skews more male with an average age of 30.4, and over-indexes on personality traits such as Need for Security, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 29 regions tracked by Rascasse.
The typical Instant messaging fan in India is more male, around 30.4 years old, with strong Need for Security tendencies and a notable affinity for Voice over IP.
The key figures that characterise the Instant messaging profile in India.
21.9% are female, 78.1% are male, average age 30.4.
| Metric | Value |
|---|---|
| Female | 21.9% |
| Male | 78.1% |
| Average age | 30.4 |
| Estimated audience size | 18,823,775 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 41% | |
| 20-29 | 27% | |
| 30-39 | 15% | |
| 40-49 | 10% | |
| 50+ | 7% |
of the worldwide Instant messaging audience comes from India.
| Country | Share |
|---|---|
| United States | 19.0% |
| Brazil | 6.4% |
| India | 5.9% |
Where the Instant messaging audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sikkim | ~10K | 1.28× | |
| 02 | Mizoram | ~10K | 1.13× | |
| 03 | Arunachal Pradesh | ~10K | 1.12× | |
| 04 | Nagaland | ~10K | 1.09× | |
| 05 | Meghalaya | ~20K | 1.04× | |
| 06 | Manipur | ~20K | 1.03× | |
| 07 | Tripura | ~20K | 0.98× | |
| 08 | Goa | ~20K | 0.98× | |
| 09 | Jammu and Kashmir | ~80K | 0.97× | |
| 10 | Assam | ~200K | 0.96× | |
| 11 | Odisha | ~200K | 0.95× | |
| 12 | Himachal Pradesh | ~70K | 0.94× | |
| 13 | Uttarakhand | ~90K | 0.93× | |
| 14 | Chhattisgarh | ~100K | 0.92× | |
| 15 | Jharkhand | ~100K | 0.90× | |
| 16 | Uttar Pradesh | ~800K | 0.89× | |
| 17 | Tamil Nadu | ~400K | 0.87× | |
| 18 | Bihar | ~300K | 0.87× | |
| 19 | Punjab (region) | ~200K | 0.86× | |
| 20 | Madhya Pradesh | ~300K | 0.84× | |
| 21 | Haryana | ~200K | 0.84× | |
| 22 | Andhra Pradesh | ~200K | 0.84× | |
| 23 | Telangana | ~200K | 0.83× | |
| 24 | West Bengal | ~500K | 0.80× | |
| 25 | Gujarat | ~400K | 0.78× | |
| 26 | Karnataka | ~400K | 0.76× | |
| 27 | Rajasthan | ~300K | 0.76× | |
| 28 | Kerala | ~200K | 0.76× | |
| 29 | Maharashtra | ~700K | 0.73× |
The strongest cross-interests of the Instant messaging audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Erlang (programming language) | Technology & Electronics | 11.75× | ||
| 02 | Voice over IP | Technology & Electronics | 10.70× | ||
| 03 | One Day (2011 film) | Movies & TV | 6.86× | ||
| 04 | Monarchy | Politics & Society | 4.61× | ||
| 05 | Internet forum | Technology & Electronics | 3.31× | ||
| 06 | World Wide Web | Internet & Social Media | 2.51× | ||
| 07 | Social network | Internet & Social Media | 2.33× | ||
| 08 | Technology & Electronics | 2.27× | |||
| 09 | Internet & Social Media | 2.26× | |||
| 10 | Communication | Technology & Electronics | 2.25× | ||
| 11 | Video hosting service | Technology & Electronics | 2.17× | ||
| 12 | Android (operating system) | Technology & Electronics | 2.07× | ||
| 13 | Broadcasting | Movies & TV | 1.90× | ||
| 14 | Leisure | Travel & Leisure | 1.88× | ||
| 15 | States and union territories of India | Travel & Leisure | 1.88× | ||
| 16 | South Asia | Travel & Leisure | 1.81× | ||
| 17 | Social media | Business & Career | 1.80× | ||
| 18 | Mobile phones | Technology & Electronics | 1.72× | ||
| 19 | Software | Technology & Electronics | 1.53× | ||
| 20 | Hindi | Politics & Society | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.52× | |
| Community Orientation | OPEN | 1.46× | |
| Price Sensitivity | PREMIUM | 1.40× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.91× | |
| Spirituality | BALANCE | 0.93× | |
| Indulgence | JOY | 0.93× |
Instant messaging has an estimated audience of 18,823,775 people in India, concentrated in Uttar Pradesh and Maharashtra.
21.9% of Instant messaging fans are female, 78.1% are male, with an average age of 30.4 years.
Instant messaging fans show strongest brand affinity for Voice over IP (10.7×), Erlang (programming language) (11.75×), and Social network (2.33×) over the country average.
Instant messaging fans in India are most concentrated in Uttar Pradesh (reach ~800K), Maharashtra (reach ~700K), and West Bengal (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Instant messaging itself, the audience over-indexes on Erlang (programming language) (11.75×), Social network (2.33×), Android (operating system) (2.07×), and Communication (2.25×) compared to the India average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in India who actively search for Instant messaging. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across India. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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