Over the past few years, more and more young Indians have succumbed to the charm of tweets. Be it politicians like Kejriwal/Rahul or celebrities like Priyanka Chopra/Chetan Bhagat twitter is fast pervading within the Indian Borders. So what are the trends and how can brands leverage this? Simplify 360 conducted a survey and came up with very intriguing results about the way Twitter is used by an Indian Youth. Have a look if you are an Indian youth tweeting your life out, read it even if you are not one.

1. TWITTER MOST USED TO GET NEWS
UPDATES : SURVEY REPORT

2. METHODOLOGY
With increasing participation of Youth of India in the development and commerce of the
nation, it has become vital to understand the sentiment of Youth and their preferences.
 A survey was conducted by Simplify 360 , with respondents all over Indian subcontinent
pouring in their responses about the way they use twitter.
 This survey was aimed at unraveling how Youth are using Twitter as a means of
communication and participation in social/commerce events.
 The sample size was 170
 Once the responses was churned out, it was processed and inferred by Simplify 360’s
experts, an info graphic was also created to give a better visual reflection

3. 20% female; 80% male
RESPONDENTS DEMOGRAPHICS
male
female
1%
13%
45%
37%
4%
Less than 18 18-22 22-25 25-30 Above 30
Most respondents above the age of 30,
followed by 25 to 30.

4. KEY FINDINGS
If we have to sum up the entire study, then probably the key takeaways for brand would be :-
• Go the mobile way, twitter has always been the “when in rush, just tweet “ thing and nothing
complements it more than mobility of mobile/smartphones. So, If launching a campaign see its
feasibility with respect to phones. Mind it, half of twitter junta access twitter through phones.
• DM is the least used service on twitter, like abysmally less. Something can be definitely done to
improve twitter’s chat/message interface/service.
• Politics, humor and sports can woo us Indians like anything. Create content around it and then jazz
it up by aligning with your brand’s objective. You will find an audience for sure.
• Indian youth are pretty lazy when it comes to tweeting their own content. Its mostly the
viral/trending stuff which keeps spreading like a viral fever.

5. Majority of Indian youth prefer the time
slot 9-12 pm. The reason behind the same
may be availability of free time after
day’s work.
THE “PRIME TIME”
5%
14%
13%
11%
19%
27%
11%
Active at Time
6 - 9 AM
9 - 12 AM
12 - 3 PM
3 - 6 PM
6 - 9 PM
9 - 12 PM
Post-midnight

6. Indian youth prefer following their
friends and colleagues most on twitter
followed by politicians, sports
personalities and showbiz celebrities.
TWITTER HANDLES FOLLOWED
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Common Types of Twitter Handles Followed

7. Tweet and re-tweet is the most favored
activity type of Indian youth.
They rarely use the DM service and
probably this is some area where twitter
could do better in terms of
feature/interface
WHAT THEY DO MOSTLY ON TWITTER ?
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Tweeting
(text only)
Retweeting
tweets
made by
others
Saving
tweets as
Favourites
Replying to
others'
tweets
Sharing
content
(videos,
photos or
links)
Direct
Messaging
(DM)
Only
reading
tweets
Other
User Activities

8. MOST USED MEDIUM FOR TWITTER
Mobile phone
50%Desktop/Laptop
48%
Tablets
2%
MEDIUM USED
Every one in two Indian Youth use mobile
phone as a medium to access twiter.
Rest of them use desktop/laptop. Tablets
are not preferred much when it comes to
accessing twitter.

9. WHY DO THEY USE TWITTER ?
Most of the Indian youth access twitter to
get news updates on the go.
It is also preferred as a socializing and
networking hub.
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%
Conversational
Promotional
Personality updates
Voicing your opinion
News updates
Socializing/Networking
Hobbies
Academic interests
ProductService reviews and complaints
Other
Twitter Usage

10. WHAT THE AREAS OF INTEREST ?
Politics, Sports and Humor emerge as top
three areas of interest for Indian twitter
youth users.
The views can be slightly biased due to
the buzz created around Indian elections
and IPL season going on.
17%
18%
16%11%
15%
7%
1%
10%
1%
4%
Areas of Interest
Sports
Politics
Humor
FilmTV shows
Technology
Music
Religion & Spirituality
Travel
Fashion
Other

11. HOW WOULD YOU RATE TWITTER ?
Most of the twitter users gave 3 or 4
stars to twitter which showed they
consider twitter as good/satisfactory but
still there is room for improvement.
0%
5%
10%
15%
20%
25%
30%
35%
40%
1 2 3 4 5
Twitter Rating

12. I WISH TWITTER HAD …
34%
50%
16%
IMPROVEMENT AREAS
More characters allowed
Nothing, its perfect
Other
Around one third users wished twitter
allowed more than 140 characters.
Half of them wished for status quo not
to be changed.

13. TWEET FREQUENCY
10%
13%
8%
5%
64%
Tweet FrequencyOnce a day
2-5 times per day
5-10 times per day Number of twitter users tweeting on a
daily basis was found to be very
meager which shows that mostly people
re-tweet tweets already
posted/trending.

14. TWEET CONTENT
Mostly the content that circulates is a re-
tweet of tweet by a celebrity/brand
that is trending.
Next to it is the personal daily updates
of users.
0%
5%
10%
15%
20%
25%
30%
35%
Retweets of tweets by
a celebrity or a brand
Personal daily updates Replies to friends Inspirational quotes Other
Tweet Content

15. WHY ON TWITTER ?
Indian youth mostly prefer twitter
because of its brevity and ease of
networking.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Peer pressure Networking Concise content Other
Why on Twitter?

16. REPORT PREPARED BY
Naureen Fatima
Naureen has joined Simplify 360 as a summer intern. She is currently pursuing her
Post Graduation degree from IIM Raipur.

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