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@article{208166,
        author = {Dr. Manjula M L},
        title = {Growth of Internet Penetration and its Implications for Digital Marketing in India with Reference to Karnataka},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {4},
        pages = {793-799},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=208166},
        abstract = {The digital marketing environment of any economy rests on the size, composition and growth of its internet-connected population. This paper examines the growth of internet penetration in India and in the State of Karnataka and draws out its implications for digital marketing practice, with particular attention to micro, small and medium enterprises. The study is descriptive and analytical in design and is based on secondary data drawn from the Telecom Regulatory Authority of India (TRAI) report “The Indian Telecom Services Performance Indicators, January–March 2026”, released on 22 June 2026. The analysis shows that India’s internet subscriber base reached 1,092.79 million at the end of March 2026, a year-on-year growth of 12.76 per cent, with 76.59 internet subscribers per 100 population and 97.54 per cent of subscribers on broadband. Karnataka, with 70.18 million internet subscribers, accounts for 6.42 per cent of the national base and records 101.72 internet subscribers per 100 population, well above the all-India figure. However, the State also displays a sharp rural–urban divide (60.42 against 150.41 per 100 population), a quarter-on-quarter decline in rural subscriptions and an unusually high narrowband share of 8.54 per cent. The paper argues that these patterns call for a mobile-first, vernacular, video-led and low-bandwidth-tolerant digital marketing approach for enterprises in Karnataka, and identifies opportunities arising from 5G, fixed wireless access, public Wi-Fi and falling data prices. Four strands of literature on digital marketing frameworks, research evolution, future research agendas and small-business social media use are reviewed to position the findings.},
        keywords = {Broadband, Digital marketing, Internet penetration, Karnataka, Micro enterprises, Rural–urban digital divide, TRAI},
        month = {September},
        }