The document summarizes research on social media usage trends among young people in India. It finds that most youngsters are active on 4 or more social networks, spending an average of 3-4 hours per day. Facebook is the most widely used and active platform, used by 84% of respondents primarily to stay connected with friends and see updates. Image sharing is more common than other content types, and young people are increasingly interacting with brands on social media.

1. Project on Advertising and
Marketing Research
Product/Service Category: Social Networks

2. Research done by
Kaushal Sharma
Roll No: 29
T.Y.BMM Advertising

3. Research Objective
To highlight the current usage trends in social networks and
the time spent on social networks by youngsters

4. Background
 India has the world’s youngest internet population (Ibnlive.in.com )
 Of this 43.5 million are on social networks
 Out of every 4 minutes spent online 3 are on facebook.
 Email and instant messaging use has declined sharpely in
India.
 4,34,93,880 Facebook users in the India (source: socialbakers.com)
 Around 6 million Indian users on twitter alone.
 The average time spend on social networks by Indians
was 3.4 hours in the year 2011 (source Comscore: 2011)

5. Research Approach
Data Collection: Online Survey
Sample: Selected via groups & pages
within social networks
Sampling Technique: Random Sampling,
approached through e-mails and direct
messages
No of Persons Surveyed: 32
(Mumbai, Pune, Delhi, Kolkata,
Surat, Goa, Bangalore
and Navi Mumbai)
Age group: 14 – 25 81% Males & 19% Females
Profession
Educational
Qualification

6. Data Analysis – on the basis of the survey answers
78% youngsters are registered in 4 or more social
networks.
97% are registered on facebook 75% on twitter
91% are registered on youtube 63% on google +
50% on orkut 44% on linkedin
Flickr & hi5 have a 9% share each
16%
31%
22%
22%
9%
Number of social
networks they are
currently active in
1 social network
2 social networks
3 social networks
4 social networks
4+ social networks

7. For what purpose
do you use social
networking
websites
Which social
networking website
do you use the
most?
84%
9%
3% 3% Social network
used the most
Facebook
Twitter
Youtube
Google +
•To stay in touch with friends : 93%
• Making new friends : 63%
• Because of their peer
group : 57%
•To stay updated with what
your friends and others in
your friend list are doing : 81%

8. How much time do you
spend on these social
networking websites on
a daily basis?
16%
16%
38%
28%
3%
In the past 4 - 6
months has there
been any change in
the time spent by you
on your preferred
social networks?
9%
25%
28%
22%
13%
3%

9. What form of content is
shared/updated the most?
How often do you share
content each week?
Type of content % < 5 5 – 15 15 – 25 25 - 40 > 40
Text Messages 41% 38% 31% 19% 6% 6%
Images/Photos 44% 47% 38% 6% 3% 6%
Videos 3% 63% 9% 16% 0 13%
External Links 9% 50% 19% 6% 6% 19%
Audio/check-
ins/other
3% 66% 3% 6% 13% 13%
Motivational Content – 6% Funny Content – 31%
Awareness/Educational Content – 19% Personal Opinions/ things – 44%
What type of content is shared the most?

10. How soon do you
share a message /
opinion on a current
event or a current
happening on your
social profiles with
your friends?
6%
59%
13%
6%
16%
Do you think there has
been any change in the
amount of content you
used to share 6
months back on the
same social networks?
16%
44%
25%
16%
Drastic Increase
Little Increase
Considerably
Reduced
No

11. Do you stay connected 24 x 7 to your social networking
profiles through a internet enabled cell-phone or a smart-
phone?
Yes – 44% No – 56%
Have you come across any brands on social networks?
Yes – 84% No – 16%
How often do you search for or comment on the pages /
accounts of brands on social networks?
Very often – 16% Sometimes – 53% Never – 13%
Everytime before buying a product/service – 16%

12. How likely are you to recommend a
particular page or profile of a brand to
others on your friend list?
87%
13%
Likely
Unlikely
Of this 22%
are very likely
to share/
recommend

13. Conclusion
Youngsters are bored of most social networks.
They prefer sticking to one singular social networking site.
The sharing of content in the form of photographs and images is more than any
other form.
They have gradually accepted brands as being part of the social network culture
and are actively participating with brands within social networks.
Majority of the youngsters signed up due to peer pressure & personal
views/opinions/ and the peer life photographs are the most updated stories
online.