Social Media Demystified -

India

August 2010

Social Media Report - India Copyright ViziSense

 Contents
Introduction 3 ViziSense is India's preferred online

Methodology 4 audience measurement platform that tracks,

analyses & reports valuable insights
Executive Summary 5
across the digital landscape.
Social Media Overview 8

Time Spent 10 With a strong pan-India panel size of one

Top Sites in Social Media 13 lakh plus, ViziSense regularly offers
Usage during the day 15 insights into the online behavior of Indian
internet users.
Demographic differences 19

Case Study: Facebook 25

Applications ViziSense is the audience measurement,
Search on Social Media 32 analytics, insights and research division
Food for thought 34 of Komli.

Social
SocialMedia
Media Report India
Report - -India Copyright ViziSense
Introduction
It is human tendency to connect with other people. Traditionally people formed
tribes, societies, and groups and gathered in towns and cities. Now, digital
technology makes it easier to connect with people anywhere in the world via the
Internet. Social media mirrors this human trait of connecting with other people
and much more. It describes the media that people create when they connect with
each other, and share content online.

In India, social media reaches 60% of the online audience which advertisers are
exploiting to reach their target audience and build higher engagement for their
brands. To aid decision making of marketers, ViziSense, India’s preferred audience
measurement platform has analyzed the online behavior of Indians within the social
media space.

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Methodology
•The online behavior on social media is the revealed behavior captured from the
ViziSense panel
•Net usage dynamics and behavior was captured from the ‘active’ internet users in
each month, for the period Jan to July 2010
•Demographic and usage weights have been applied to make the online panel and
survey data representative of the entire online population.
•Care was taken to ensure geographical spread in identifying active users to be
considered for analysis

Panel Publisher Tags : Advanced

Measurement : §Improve accuracy Techniques :
§Tracks actual through actual §Industry-leading
users & measures server requests and Triangulation
pre-verified site usage data methodology that
demographics correlates data from
§ §Gives additional panel & tags
§Accurate site information about
stats based on international §Demographic and
actual usage traffic usage-based
§ clustering
§Also tracks
consumption of
website §Iterative
advertising Proportional Fit
Vizisense Methodology Algorithm
content and
estimates ad
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spend data Copyright ViziSense
Executive Summary
In India, Social Media reaches 60% of the online audience. Facebook has the highest
reach – 2.21 Crore people accessed Facebook in July 2010 followed by Orkut with
1.85 Crore. Facebook overtook Orkut in May 2010 to become the largest social media
player in India.

Orkut and Facebook, together cater to about 90% of the users in the Social Media
space. Ibibo ranks third at a distant 35.6 Lakh users and Twitter, the rising star
in the global social media space, has fast moved into fourth place.

Further analysis of the above audience by their key demographics throw up some
interesting trends:

•The highest number of users are in the 15-24 age group with the exception of
Linkedin, a business-oriented community within this space. Linkedin sees the
highest concentration of users within the 25-34 age group.
•Graduates form the majority users followed by those pursuing graduation
(triangulates with the large presence of users within the 18-24 age group
segment within this space)
•The male-female ratio shows consistency with the overall population break-up by
gender i.e. 80:20 in favor of males

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Executive Summary
The use of social networking sites is seeing great uptake from beyond the 8 metro
cities, with almost 60% usage outside the metros.

Analysis of day-part activity shows increase in activity post noon, peaking

between 6 - 10 pm. Users in the 25-35 age group are most active around 3 pm
indicating extensive use of social networks at the workplace and the desire to
catch-up with the community post mid-day meals. As an indicator of stickiness and
loyalty, social media is highly addictive with more than 50% users returning at
least once in the day.

Facebook is the most engaging site with the highest time spent by users as well as
the highest incidence of users who return to the site on the same day.

‘Home page’, ‘Applications’ and ‘Photos’ emerge to be the top sections on Facebook
while, ‘Home Page’, ‘Scraps’ and ‘Photos’ come out on top on Orkut. This shows a
significant shift of photo-sharing activity from purists sites such as Flickr and
Picasa to social media sites that now command a huge share of photo and video
sharing activity.

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Executive Summary
Hope for the Apps economy :
Applications see the highest usage and time spent on Facebook vs. sections like
Photos and Home Page. Going deeper, males and specifically, users aged 15-24 spend
a substantial amount of their time (52%) on Facebook applications. If you break-
down users of Applications, over 60% of them are aged 15-24 while their overall
share on Facebook is just over 40%. This spells huge hope for small and large
companies with a single-minded focus of developing Applications to fit within the
Social media space and the economy that revolves around Apps and their fan
following. With the maximum growth being seen in overall Internet usage within this
particular age group, App makers should rejoice at their future being insulated by
this phenomenon.

While on the subject of Apps, on Facebook – FarmVille, Mafia Wars, Café World and
RYBirthday come out as the top applications with both men and women playing
FarmVille the most (between the period of January – July 2010). Interestingly, women
have shown a huge liking and following of the Café World application contributing
to a substantial 37% usage of this application.
•RYBirthday is used most by the 45+ age group
•40% of Café World users return to play during the day followed closely by
FarmVille at 38 %

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Top Social Media Sites

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Top Social Media Sites
Traffic trends

• More than 90% of users

visiting social media
sites visit Orkut and
Facebook.
•
• Facebook has witnessed an
exponential growth,
almost doubling its
users in the last 7
months.
•

• Among the smaller

networks Twitter and
ibibo are the highest
gainers in terms of
users though ibibo
off late has been
losing users to other
networks
•
•
•
•
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Top Social Media Sites
July 2010 Unique users Page Views
• Facebook overtook Orkut in May 2010 to
become the top social media site in
India
Facebook.com 22.1M 2 , 780M

Orkut 18.5M 1,671M

Ibibo.com 3.56M 141M

Twitter . com 3 . 14M 38 . 7M

Linkedin.com 2.95M 79.4M

Bharatstudent.com 2.95M 22.9M

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Demographic Differences

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Demographic differences - Gender
Unique Users – Gender

• The male to female ratio at 80:20 in favor of men is similar across all
social media sites
• A similar trend is observed in the online population of India

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Demographic differences - Age
Unique Users – Age
• All social networks except
Linkedin have maximum
users in the 15-24 age
bracket making social
networking a completely
youth driven activity
•

• Linkedin being a business

oriented social
community, has majority
of its users in the 25-
35 age bracket

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Demographic differences - Education
Unique Users –
Education
•

• Graduates form the majority

followed by users pursuing
graduation
•
• Under Education, graduates form
the majority, whereas under
age, users in the 15-24 age
group are the maximum. Hence,
the highest concentration of
users falls between 21 to 24
years of age
•

Social Media Report - India Copyright ViziSense

Demographic differences - Income
Unique Users - Income

• Social networks being

primarily driven by the
youth, have maximum number
of users in the less than
2 lakhs income category
•

• Again, Linkedin being a

business oriented social
community, close to 40%
of its audience has its
income above 5 lakhs. Other
sites in comparison have
20-25% of their users
earning over 5 lakhs

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Demographic differences - Geography
Unique Users – Geography

• Social networking is well-spread

throughout the country with
approximately 60% of the users
outside metros

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Usage Pattern

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Usage Pattern

• Activity picks up post 12.00

Noon on both Orkut and
Facebook with highest
Facebook

activity recorded between

6 pm and 10 pm
•
• More than 45% of the users
return during the day.
Facebook has more users re-
Hrs visiting >3 times during a
day
•
•
Revisits during the day
•
Orkut

Hrs

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Usage during the day

• Users in the 15-24 age bracket

are most active between 7 to
9 pm, indicating use of home
computer to surf
•

• Users in the 25-35 age group are

most active around 3PM
indicating extensive use of
social networks at work

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Duplication

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Top Sites in Social Media

Duplication

July 2010

62% of Orkut’s audience also visits

Orkut Facebook Facebook
51% of Facebook’s audience also visits
Orkut

• 50-60% users on Facebook and Orkut visit both sites. Moving ahead, we
expect this number to fall in favor of Facebook as users find
their complete circle of friends on a single, more dominant
network.
• Other networks in comparison have around 90% of their users on
Facebook and Orkut

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Time Spent on Social Media

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Time Spent on Social Media

• Facebook is the most engaging site with the highest time spent by users
•
•
• Average Time Spent per visit

July 2010

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Case study: Facebook Applications

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Facebook Applications
Unique Users
Page Views
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• Facebook ‘Home Page’ gets the most
number of users and highest
number of Page Views as compared
to other activities on Facebook
•
• Photos have higher Page Views than
Applications, however
Applications garner more than
50% time spent on Facebook
•
•
Time Spent
Copyright ViziSense
 Facebook Applications
Facebook Apps – Unique Users
Age Education • Facebook
Gender
Applications have
higher proportion
of graduates and
users pursuing
graduation
•
• Female proportion
lower on
applications as
compared to
Facebook overall
•
Facebook Overall – Unique Users
Age Education
•
Gender

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 Facebook Applications
Facebook Apps – Unique Users
• Facebook Applications having
higher proportion of
unique users who are
students
•
• Applications also have
higher proportion of
unique users from Metros
•
•

Facebook Overall – Unique Users

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Facebook Applications
Unique Users – Males • ‘FarmVille’ is the top
application for both Males
and Females
•
• ‘Mafia Wars’ is the second
best application for Males
while ‘Café world’ comes
second for Females
•

Unique Users – Females

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Facebook Applications
Time Spent – • ‘FarmVille’ is the top
Males application as per
engagement
•
• Proportion of time spent on
‘FarmVille’ as a % of
total time spent on Apps
is higher for Females

Time Spent – Females

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Facebook Applications
Unique Users – 15 - 24
• ‘Farm Ville’ is the top
application across both
age groups 15-24 and 25-34

Unique Users – 25
- 34

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Food for Thought

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 Food for thought

s a popular activity on both Orkut and FacebookSocial media is a popular place to share photos

ctivity recorded between 6 pm and 10 pm Prime time on Social Media?

book, majority time spent on Applications Users are seeking more of interactive content

60% users are from outside metros Advertisers can effectively target internet users across the natio

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Thank you

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