Indian Men


If India is not on an app developer or marketer’s radar, it should be. Why? India is currently in the middle of a mobile boom. By 2017, India will be the second-largest smartphone market behind the United States. With 65% of total Internet traffic driven by mobile, the population is truly mobile-first. Users in India are also app hungry—it was the third largest country for Google Play Store downloads in 2015.


In our white paper, “India: A growth opportunity for app developers,” we present an overview of the mobile audience in India, their app habits, and offer some best practices for app developers who are considering expansion into India. Some key findings:


  • As the middle class grows in India, expect their buying power to increase right along with it, including spending in Shopping apps. Since credit card penetration in India is only 1.7%, cash is still king when it comes to making in-app purchases in India.

  • Indian smartphone users want variety in their mobile games. In the list of the top 10 used games, seven different game categories are represented.

  • 97% of smartphone users in India use a Communication app daily. The most popular is WhatsApp, which is installed on 96% of devices and has more daily active users than any other Communication app.