A data profile of the people who buy, follow and care about Social media in India — modelled from more than twelve digital signal sources. Social media has an estimated audience of 31,468,249 people in India.
The average Social media fan in India is 32.9 years old, more male, and lives primarily in Maharashtra.
The audience is concentrated in Maharashtra, Uttar Pradesh, West Bengal.
Top brand affinities include Bhojpuri language, Virtual private network, Bank of India, with strongest over-indexing on Bhojpuri language (1.51× the country average).
Demographically, the Social media audience skews more male with an average age of 32.9, and over-indexes on personality traits such as Community Orientation, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 29 regions tracked by Rascasse.
The typical Social media fan in India is more male, around 32.9 years old, with strong Community Orientation tendencies and a notable affinity for Bhojpuri language.
The key figures that characterise the Social media profile in India.
24.2% are female, 75.8% are male, average age 32.9.
| Metric | Value |
|---|---|
| Female | 24.2% |
| Male | 75.8% |
| Average age | 32.9 |
| Estimated audience size | 31,468,249 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 31% | |
| 20-29 | 30% | |
| 30-39 | 19% | |
| 40-49 | 12% | |
| 50+ | 9% |
of the worldwide Social media audience comes from India.
| Country | Share |
|---|---|
| United States | 19.1% |
| India | 5.9% |
| Brazil | 4.5% |
Where the Social media audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Telangana | ~700K | 1.55× | |
| 02 | Madhya Pradesh | ~800K | 1.27× | |
| 03 | Punjab (region) | ~500K | 1.26× | |
| 04 | Andhra Pradesh | ~500K | 1.20× | |
| 05 | Maharashtra | ~2M | 1.19× | |
| 06 | Uttar Pradesh | ~2M | 1.18× | |
| 07 | Tamil Nadu | ~900K | 1.15× | |
| 08 | Chhattisgarh | ~200K | 1.12× | |
| 09 | Uttarakhand | ~200K | 1.10× | |
| 10 | Karnataka | ~800K | 1.06× | |
| 11 | Haryana | ~400K | 1.06× | |
| 12 | Goa | ~30K | 1.06× | |
| 13 | Jharkhand | ~300K | 1.02× | |
| 14 | West Bengal | ~1M | 0.99× | |
| 15 | Gujarat | ~900K | 0.99× | |
| 16 | Mizoram | ~20K | 0.96× | |
| 17 | Bihar | ~600K | 0.95× | |
| 18 | Rajasthan | ~700K | 0.92× | |
| 19 | Meghalaya | ~30K | 0.92× | |
| 20 | Assam | ~300K | 0.91× | |
| 21 | Nagaland | ~20K | 0.90× | |
| 22 | Arunachal Pradesh | ~20K | 0.89× | |
| 23 | Kerala | ~400K | 0.87× | |
| 24 | Sikkim | ~10K | 0.86× | |
| 25 | Tripura | ~40K | 0.85× | |
| 26 | Manipur | ~30K | 0.85× | |
| 27 | Himachal Pradesh | ~100K | 0.84× | |
| 28 | Odisha | ~300K | 0.77× | |
| 29 | Jammu and Kashmir | ~100K | 0.75× |
The strongest cross-interests of the Social media audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Country Inns & Suites | Travel & Leisure | 1.93× | ||
| 02 | Zimmermann | Home & Garden | 1.76× | ||
| 03 | Pernod Ricard | Food & Beverages | 1.75× | ||
| 04 | Doomscrolling | Internet & Social Media | 1.73× | ||
| 05 | Surf lifesaving | Travel & Leisure | 1.70× | ||
| 06 | Morphy Richards | Technology & Electronics | 1.68× | ||
| 07 | Taiwanese Hokkien | Business & Career | 1.67× | ||
| 08 | Commercial bank | Business & Career | 1.64× | ||
| 09 | Stayfree | Beauty & Wellness | 1.64× | ||
| 10 | Royal Stag | Food & Beverages | 1.62× | ||
| 11 | Bank of Taiwan | Business & Career | 1.62× | ||
| 12 | Bank of India | Business & Career | 1.61× | ||
| 13 | Industrial technology | Topic | 1.59× | ||
| 14 | Mortgage modification | Business & Career | 1.58× | ||
| 15 | Virtual private network | Technology & Electronics | 1.53× | ||
| 16 | Professional network service | Technology & Electronics | 1.52× | ||
| 17 | Monarch | Politics & Society | 1.52× | ||
| 18 | Bhojpuri language | Politics & Society | 1.51× | ||
| 19 | Mobile broadband | Technology & Electronics | 1.51× | ||
| 20 | Reserve Bank of India | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.03× | |
| Price Sensitivity | PREMIUM | 0.97× | |
| DIY Mentality | THRILL | 0.93× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.64× | |
| Urban Lifestyle | OPEN | 0.64× | |
| Quality Awareness | PREMIUM | 0.65× |
Social media has an estimated audience of 31,468,249 people in India, concentrated in Maharashtra and Uttar Pradesh.
24.2% of Social media fans are female, 75.8% are male, with an average age of 32.9 years.
Social media fans show strongest brand affinity for Bhojpuri language (1.51×), Virtual private network (1.53×), and Bank of India (1.61×) over the country average.
Social media fans in India are most concentrated in Maharashtra (reach ~2M), Uttar Pradesh (reach ~2M), and West Bengal (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Social media itself, the audience over-indexes on Virtual private network (1.53×), Bank of India (1.61×), Commercial bank (1.64×), and Reserve Bank of India (1.5×) 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 Social media. 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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