Female users dominate Blinkit, Meesho, Myntra engagement as urban youth clock 120+ min/day on social
VTION-IAMAI report shows female skew across India's top commerce platforms — Meesho 61%, Blinkit 57%, Myntra 54% — even as 18-24 urban youth spend over two hours daily on social media. Credit apps grew 30% MAU and AI apps doubled, signaling a female-first, mobile-native targeting imperative for retail brands.
What happened
Blinkit · VTION-IAMAI report finds urban Indian 18-24 youth spend 120+ minutes daily on social media. Female users dominate e-commerce/quick commerce
Key facts
- 120 minutes/day social media (18-24)
- 97.9 min/day category avg
- 77.2 min/day entertainment (35+)
- 47% more female engagement (18-24)
- 35.2 min vs 24.8 min e-comm (25-34)
- Blinkit 57% female
- Meesho 61% female
- Myntra 54% female
- 5% MAU growth social
- 30% MAU growth credit apps
- 100%+ AI app growth
Why this matters
Scout acquisition or partnership targets in female-centric commerce, fintech, and AI-app categories to lock in distribution before incumbents consolidate the urban-youth mobile audience.