Based on a survey conducted by Economic Times and IndiaBiz... Gives some user behaviour, their preferences and interaction in the social media space

1. Social Media Scenario in India
As appeared in ET
A survey conducted by Indiabiz News
and Research Services (INRS) – June
2010

2. Methodology
• Conducted among 350 users (15-
45 years of age)
• Based in Delhi, Mumbai, Kolkata,
Chennai and Bangalore

3. Toplines
• They network online when they’re home, at
work and in between.
• Survey on use of social networking sites found
that 30.6% of users participating in it
access them from their mobiles apart
from their home and office computers.

4. • The average number of hours spent on social
networking sites networking is two per day;
• 89% users join these sites to stay in touch with
friends and 80.4% follow friends for photographs

5. The Indian social media user is
anything but predictable
• Twitter (despite an increase in social media use from mobiles and work
computers) is only the fourth most popular site, beaten by a wide margin
by one that is targeted specifically at business networking – LinkedIn
• The blogosphere enjoys the endorsement of netizens too with almost 70%
of social media users spending at least half an hour every day on blogs.
Most look for information and would prefer companies to do their
promotion on blogs

6. Trust is a rarity
• Contrary to popular belief
(which has led companies
to open accounts and
software and marketing
firms to start social media
wings), brand promotion
on social media in India is
severely limited in its
impact. Only about 15%
trust the information
provided.

7. • Despite the strident
efforts by companies to
leverage their net
presence though social
network campaigns,
brand awareness is
woefully low on the
priority list for users with
33% uninterested and
63% not engaging with
communities, groups or
fan pages of any kind.

8. India’s social networking community is
clearly following a different trajectory
• Another survey conducted by
Blogworks and Exchange 4 Media
in December, 2008 and January,
2009, this time among working
professionals, business executives
and marketers, said, “81-85 % of
respondents believe that Indian
marketers and corporates have
just cursory or no understanding
of Social Media ; the need for
education and learning continues
to be high.” But 90% of the same
set believed that social media
platforms impact business.

9. Some other findings
• A good many users maintain multiple accounts on
different social networking sites;
• while a majority is in it for friends, more than half
have joined for business or professional reasons;
• and though not many in number, there are even
those, included in the survey, who operate their
accounts from cyber cafes, friend’s homes and
college labs.
• And every survey and study has predicted a
bright future for online brand promotion in India.

10. Summation
• 89% users join networking sites to stay in touch with
friends
• 80.4% follow friends on these site for sharing or viewing
photographs
• Users spend an average of 2 hours daily on these sites
• 30.6% of users access social networking sites from their
mobiles
• 70% of users spend at least half an hour every day on blogs.
• Only 15% users trust brand promotion online
• 33% are uninterested and
• 63% don’t engage with communities, groups or fan pages.

11. E.G. Santosh
AVP- Digital Marketing
MRM Worldwide | McCann WorldGroup | India
santosh.eg@mccann.com
http://www.linkedin.com/in/santosheg
Twitter: @santosheg