Social Media Demystified - India

August 2010

Social Media Report - India

Copyright ViziSense

Contents
Introduction Methodology Executive Summary Social Media Overview Time Spent Top Sites in Social Media Usage during the day Demographic differences Case Study: Facebook Applications Search on Social Media Food for thought 3 4 5 8 10 13 15 19 25 32 34 ViziSense is the audience measurement, analytics, insights and research division of Komli. With a strong pan-India panel size of one lakh plus, ViziSense regularly offers insights into the online behavior of Indian internet users. ViziSense is India's preferred online audience measurement platform that tracks, analyses & reports valuable insights across the digital landscape.

Social Media 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.

3

Social Media Report - India

Copyright ViziSense

• Care was taken to ensure geographical spread in identifying active users to be considered for analysis Panel Measurement: §Tracks actual users & measures pre-verified demographics §Accurate site stats based on actual usage §Also tracks consumption of website advertising content and estimates ad spend data Publisher Tags: §Improve accuracy through actual server requests and site usage data §Gives additional information about international traffic Advanced Techniques: §Industry-leading Triangulation methodology that correlates data from panel & tags §Demographic and usage-based clustering §Iterative Proportional Fit Algorithm Vizisense Methodology 4 Social Media Report .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.India Copyright ViziSense . 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.

Facebook overtook Orkut in May 2010 to become the largest social media player in India.Executive Summary In India.e.21 Crore people accessed Facebook in July 2010 followed by Orkut with 1. Facebook has the highest reach – 2. a business-oriented community within this space. Linkedin sees the highest concentration of users within the 25-34 age group.85 Crore. has fast moved into fourth place. the rising star in the global social media space. Orkut and Facebook. together cater to about 90% of the users in the Social Media space. 80:20 in favor of males • • 5 Social Media Report . Ibibo ranks third at a distant 35. 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.India Copyright ViziSense . 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.6 Lakh users and Twitter. Social Media reaches 60% of the online audience.

social media is highly addictive with more than 50% users returning at least once in the day. with almost 60% usage outside the metros. As an indicator of stickiness and loyalty. 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. ‘Applications’ and ‘Photos’ emerge to be the top sections on Facebook while.10 pm. ‘Home Page’. Analysis of day-part activity shows increase in activity post noon. ‘Home page’. This shows a significant shift of photosharing 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. 6 Social Media Report . 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.Executive Summary The use of social networking sites is seeing great uptake from beyond the 8 metro cities. ‘Scraps’ and ‘Photos’ come out on top on Orkut. peaking between 6 .India Copyright ViziSense .

With the maximum growth being seen in overall Internet usage within this particular age group. • 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 % 7 Social Media Report . users aged 15-24 spend a substantial amount of their time (52%) on Facebook applications. on Facebook – FarmVille. If you break-down users of Applications. males and specifically. sections like Photos and Home Page. Interestingly. over 60% of them are aged 15-24 while their overall share on Facebook is just over 40%. 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). Going deeper. App makers should rejoice at their future being insulated by this phenomenon. While on the subject of Apps. women have shown a huge liking and following of the Café World application contributing to a substantial 37% usage of this application.Executive Summary Hope for the Apps economy: Applications see the highest usage and time spent on Facebook vs.India Copyright ViziSense . Mafia Wars. 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.

India Copyright ViziSense .Top Social Media Sites 8 Social Media Report .

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 • • 9 Social Media Report .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.India Copyright ViziSense .

com 22.9M 10 Social Media Report .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.India Copyright ViziSense .com 2.671M Ibibo.1M 2.780M Orkut 18.4M Bharatstudent.14M 38.95M 22.com 3.com 3.95M 79.7M Linkedin.com 2.56M 141M Twitter.5M 1.

India Copyright ViziSense .Demographic Differences 11 Social Media Report .

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 India Online Population Female 20% Male 80% 12 Social Media Report .India Copyright ViziSense .Demographic differences .

India Copyright ViziSense . has majority of its users in the 2535 age bracket • 13 Social Media Report .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.Demographic differences .

whereas under age. Hence. the highest concentration of users falls between 21 to 24 years of age • Social Media Report .Education Unique Users – Education • Graduates form the majority followed by users pursuing graduation Under Education.India Copyright ViziSense .Demographic differences . graduates form the majority. users in the 15-24 age group are the maximum.

close to 40% of its audience has its income above 5 lakhs.Income Unique Users . Other sites in comparison have 20-25% of their users earning over 5 lakhs • 15 Social Media Report .India Copyright ViziSense .Income • Social networks being primarily driven by the youth.Demographic differences . have maximum number of users in the less than 2 lakhs income category Again. Linkedin being a business oriented social community.

Demographic differences .Geography Unique Users – Geography • Social networking is well-spread throughout the country with approximately 60% of the users outside metros 16 Social Media Report .India Copyright ViziSense .

Usage Pattern 17 Social Media Report .India Copyright ViziSense .

00 Noon on both Orkut and Facebook with highest activity recorded between 6 pm and 10 pm More than 45% of the users return during the day. Facebook has more users re-visiting >3 times during a day • Hrs Revisits during the day Orkut Hrs 18 Social Media Report .Usage Pattern • Facebook Activity picks up post 12.India Copyright ViziSense .

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 • 19 Social Media Report .Usage during the day • Users in the 15-24 age bracket are most active between 7 to 9 pm.India Copyright ViziSense .

India Copyright ViziSense .Duplication 20 Social Media Report .

Top Sites in Social Media Duplication July 2010 62% of Orkut’s audience also visits Facebook Orkut 51% of Facebook’s audience also visits Orkut Facebook • • 50-60% users on Facebook and Orkut visit both sites. we expect this number to fall in favor of Facebook as users find their complete circle of friends on a single. Other networks in comparison have around 90% of their users on Facebook and Orkut 21 Social Media Report . Moving ahead. more dominant network.India Copyright ViziSense .

India Copyright ViziSense .Time Spent on Social Media 22 Social Media Report .

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 23 Social Media Report .India Copyright ViziSense .

Case study: Facebook Applications 24 Social Media Report .India Copyright ViziSense .

India Copyright ViziSense .Facebook Applications Unique Users • 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 • Page Views Time Spent 25 Social Media Report .

India Copyright ViziSense .Facebook Applications Facebook Apps – Unique Users Gender Age Education • Facebook Applications have higher proportion of graduates and users pursuing graduation Female proportion lower on applications as compared to Facebook overall • Facebook Overall – Unique Users Gender Age Education 26 Social Media Report .

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 27 Social Media Report .India Copyright ViziSense .

India Copyright ViziSense .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 28 Social Media Report .

India Copyright ViziSense .Facebook Applications Time Spent – Males • ‘FarmVille’ is the top 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 29 Social Media Report .

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 30 Social Media Report .India Copyright ViziSense .

Food for Thought 31 Social Media Report .India Copyright ViziSense .

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 nation 32 Social Media Report .India Copyright ViziSense .Food for thought Viewing ‘Photos’ is a popular activity on both Orkut and Facebook Social media is a popular place to share photos Highest activity recorded between 6 pm and 10 pm Prime time on Social Media? On Facebook.

Thank you 33 Social Media Report .India Copyright ViziSense .

Sign up to vote on this title
UsefulNot useful