CleverTap: Women account for 54% of e-commerce app usage in India

CleverTap's survey reveals opportunities in the Indian mobile app market. Indian women account for 28% of total app usage in the country, and the figure is 16.4% in rural areas. Together, they drive more than 70% of purchase decisions.

Women are the main purchasing power, led by e-commerce

Women in India drive more than 70% of purchasing decisions and their purchasing power is reflected in key categories of app usage, including increasing use of social media apps and e-commerce apps.

Women currently account for 37%, 32.5% and 31% of the usage of education technology, social media and fintech applications respectively, and are the main consumers of products and services in these industries.

Indian women use more e-commerce apps than men, accounting for 54%.

Rural India, a huge opportunity

Rural India is an underserved market. While women account for only 16.4% of app usage, data shows that consumers outside cities and metropolitan centers are more inclined to use apps that can help them improve their education and quality of life.

Education technology (19.2%), media and entertainment (17.7%), and fintech (17%) stand out among the vertical industries by attracting a large number of rural users.

User retention remains a challenge

CleverTap analysis also confirms the critical importance of focusing on user retention. The gaming (44%) and social (46%) industries have the highest uninstall rates.

In contrast, industries where users perceive high value and convenience have the lowest uninstall rates, such as on-demand services (21%) and health and fitness (25%).