A report on UGC in India

1. Creation 2.0 A C2W Report

3. C2W Contesting Engines Users can choose from among the following Contest Engines Decode jumbled words to get the right answer Rate images or videos on a scale of 1 to 10 Guess across and down clues to solve Pick the right answer to multiple choice questions. Generate Public opinion by finding out what majority of the users think Guess the missing letters of the alphabet to fill in the blanks and get the right answer. Two opponents. One preferred. Users pick their favourite and win points on agreeing with the majority Contests sponsored by and specific to a brand's communication/content

6. Text Ads on Play Page Text Ads on contests created by users – via Adsense

7. Growth in Contest Creations

8. Contests2Win Creators Profile 2.5% of all Contests2Win visitors are active creators of content Age Band % 5 to 15 5 16 to 18 8 19 to 21 24 22 to 25 26 26 to 30 18 31 to 35 10 35 to 40 4 40 + 5 Total 100 Gender break up % Male 79 Female 21

9. The Content Consumer vs The Content Creator Plays Creations Creation is more youth centric. 50% of creation is seen in the 19 to 25 age band Age Band % plays 5 to 15 2 16 to 18 4 19 to 21 16 22 to 25 23 26 to 30 22 31 to 35 13 35 to 40 7 40 + 13 Age Band % creations 5 to 15 5 16 to 18 8 19 to 21 24 22 to 25 26 26 to 30 18 31 to 35 10 35 to 40 4 40 + 5 Total 100

10. Where do creators come from? Creation is prevalent across the country with a lot of smaller cities contributing to content generation. Cities % creators Metros (Mumbai, Delhi, Bangalore, Chennai, Kolkatta) 41 Second Tier Cities (Poona, Ahmedabad, Chandigarh, Hyderabad) 10 Smaller Cities (Rest of India) 49 Total 100

11. What contests types do users create? Quizzes and Hangmans are easy to create and also receive maximum plays. Creators opt for these formats due to their high playability and interactivity. Contest Type % Creations Quiz 24 Hangman 19 Poll 13 Crossword 9 Face-Off 9 Twister 9 Rate Me 6

12. What kind of content do users Create? Bollywood (10%) Sports (9%) Cricket (5%) Naughty (3%) Gadgets & Gaming (3%) Auto & Vehicles (2%) General (34%) Art & Entertainment(19%) People & Lifestyles (15%)

15. Do users prefer creating image or video based contests? Image based contests are popular as images are easy to find and quick to upload However, v ideos are steadily gaining popularity. Videos prove more interactive, fun to watch and play. With C2W allowing users to add videos simply by providing a YouTube url, the use of videos in contests is also made extremely easy. Type % Created Image 76.8 Video 23.2

21. How do users share contests? * Users were allowed to select multiple options hence the total ≠ 100 With approximately 70% of creators sharing contests, the content travels to external users and portals, thus increasing consumption. Users are inclined to share contests to gain appreciation and showcase their creativity. Method of Sharing % Users Copy Pasting Contest URL and mailing friends 52.1 Posting Contest Links on SNSs (Orkut, Facebook) 34.4 Embedding on Personal Blogs 31.3 Using C2W’s ‘Share’ Feature 29.2 Do not actively share contests 29.2

22. Why do Users Create? Contests created by consumers provide a unique platform which brands can use to their advantage - Users actively participate and interact with the brand rather than passively view communication * Users were allowed to select multiple options hence the total ≠ 100 Why Create % Users Fun, Knowledge, Entertainment 74 Platform to Showcase Talent 56.3 Platform to Earn via Adsense 53.1 Prizes 50 All of the Above 15.6