New Delhi, June 1 -- Social Media usage among the young, mass-market urban India demographic aged 18-24 years averages more than 120 minutes per day, significantly outpacing the overall category average of 97.9 minutes per day.

According to a joint report by VTION and the Internet and Mobile Association of India (IAMAI), the digital consumption landscape reflects sharp demographic variations across platforms, with distinct age groups and genders driving different engagement metrics.

While the youngest cohort commands social platforms, older consumers aged 35 and above anchor the entertainment sector, spending an average of 77.2 minutes per day.

The report revealed a pronounced gender difference in time investment. Female users spend mo...