Abstract The rapid development of information and communication technologies (ICT) has resulted in changes to traditional modes of communication and methods in which people connect with one another. The current state of technology has advanced to the point where a single smartphone equipped with internet access may perform the functions of a variety of information and communications technology (ICT) devices at a cost that is quite reasonable. The study of consumer attitudes, digital literacy, and the effect of social attitude is becoming important for modern marketers operating in India in a highly competitive environment. This study aims to compare respondents’ levels of digital literacy, social influence, and attitude across various age groups and educational levels, as measured by connecting measures. In addition, research is conducted to determine whether or not these many conceptions have any significant relationships with one another at the same time. The results of the study indicate that teenagers had more favourable consumer attitudes toward ICT usage compared to the middle age group. The conclusion of the survey is reinforced by the common view of the public that teens have greater proficiency in digital literacy and are more socially inclined towards ICT usage. Keywords: Information and Communication Technologies, Digital Literacy, Social Influence ANOVA and Consumer Attitude Consumers’ Attitude, Digital Literacy and Social Influence towards ICT Usage: An Empirical Study in Delhi-NCR Region Kanwal Jeet Singh*, Rajshree Yadav** * Associate Professor, Department of Commerce, Ramanujan College, University of Delhi, Kalkaji, New Delhi, India. Email: kjs9@ramanujan.du.ac.in ** Research Scholar, Department of Management, School of Management & Business Studies, Jamia Hamdard, New Delhi, India. Email: rajshreeyadav_sch@jamiahamdard.ac.in Introducon Globally, there has been a rise in number of ICT user base from 3.88 billion in 2017 to 5.47 billion in 2022 (Internet Live Stats, 2022). Realizing the importance, marketers International Journal of Applied Marketing and Management 8 (1) 2023, 36-46 http://publishingindia.com/ijamm/ are intensively embracing the use of ICT devices as a new platform for marketing products and services. With time the role of ICT devices has changed from merely a source of communication to a medium for banking, shopping, social networking, educating and entertainment. Actually, ICT has changed the way marketing functions by dwindling communication platforms to a marketing platform where all most everything can be sold. This has been possible due to increasing developments in technology like artificial intelligence, machine learning, cybersecurity, blockchain and virtual reality (IEEE, 2022). The technological revolution in the industrialised world has given rise to an opportunity-rich knowledge-based economy. However, developing countries’ failure to benefit from this revolution has proven to be a serious roadblock to their growth. Over the years, a key focus for development initiatives has been the transfer of knowledge with the use of social influence (awareness) and digital literacy. The study of the possible effects of ICT adoption on knowledge growth is highly important in this context since recent advancements in ICTs have a great deal of potential to promote and strengthen social influence and digital literacy. These devices once adopted can help marketers to promote their products and through the use of digital advertisements and promotional messages. Informaon and Communicaon Technology (ICT) Devices Information and Communication Technology which is popularly known as ICT allows to attain information about different issues without physically going to that place. It includes all communication devices or applications such as satellite systems, television, radio, mobile phones,