India saw significant growth in internet and smartphone usage in 2016. Internet penetration reached 19% of the population, up 31% from the previous year. Mobile internet users grew to 232 million in 2015 and were projected to increase by 21% through 2019. Digital initiatives like Digital India were expected to drive further expansion of internet access. E-commerce shifted heavily to mobile app platforms, with companies drawing up to 80% of their traffic from mobile. Digital advertising grew rapidly as well, increasing 45% from 2014 to 2015. Social media engagement also rose in India, with time spent on social media averaging almost 3 hours per day.