Social Media Report - ViziSense by hcj

VIEWS: 8 PAGES: 33

									Social Media Demystified - India


                                  August 2010




 Social Media Report - India   Copyright ViziSense
 Contents

                      Introduction    3    ViziSense is India's preferred online audience
                      Methodology     4    measurement platform that tracks, analyses &
              Executive Summary       5    reports valuable insights across the digital
           Social Media Overview      8    landscape.
                        Time Spent    10

         Top Sites in Social Media    13   With a strong pan-India panel size of one lakh
            Usage during the day      15   plus, ViziSense regularly offers insights into the
         Demographic differences      19   online behavior of Indian internet users.
Case Study: Facebook Applications     25

           Search on Social Media     32   ViziSense is the audience measurement, analytics,
                 Food for thought     34   insights and research division of Komli.




        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.




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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,
 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.
• Care was taken to ensure geographical spread in identifying active users to be considered for
 analysis

        Panel Measurement:            Publisher Tags:                 Advanced Techniques:
        Tracks actual users &        Improve accuracy through       Industry-leading Triangulation
        measures pre-verified         actual server requests and      methodology that correlates
        demographics                  site usage data                 data from panel & tags

        Accurate site stats based    Gives additional information   Demographic and usage-based
        on actual usage               about international traffic     clustering

        Also tracks consumption                                      Iterative Proportional Fit
        of website advertising                                        Algorithm
        content and estimates ad
        spend data
                                              Vizisense Methodology

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Executive Summary
In India, Social Media reaches 60% of the online audience. Facebook has the highest reach – 2.21
Crore people accessed Facebook in July 2010 followed by Orkut with 1.85 Crore. Facebook
overtook Orkut in May 2010 to become the largest social media player in India.

Orkut and Facebook, together cater to about 90% of the users in the Social Media space. Ibibo
ranks third at a distant 35.6 Lakh users and Twitter, the rising star in the global social media
space, has fast moved into fourth place.

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, a
    business-oriented community within this space. Linkedin sees the highest concentration of
    users within the 25-34 age group.
•   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.e.
    80:20 in favor of males


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Executive Summary
The use of social networking sites is seeing great uptake from beyond the 8 metro cities, with
almost 60% usage outside the metros.

Analysis of day-part activity shows increase in activity post noon, peaking between 6 - 10 pm.
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. As
an indicator of stickiness and loyalty, social media is highly addictive with more than 50% users
returning at least once in the day.

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.

‘Home page’, ‘Applications’ and ‘Photos’ emerge to be the top sections on Facebook while, ‘Home
Page’, ‘Scraps’ and ‘Photos’ come out on top on Orkut. This shows a significant shift of photo-
sharing 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.




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Executive Summary
Hope for the Apps economy:
Applications see the highest usage and time spent on Facebook vs. sections like Photos and Home
Page. Going deeper, males and specifically, users aged 15-24 spend a substantial amount of their
time (52%) on Facebook applications. If you break-down users of Applications, over 60% of them
are aged 15-24 while their overall share on Facebook is just over 40%. 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. With the
maximum growth being seen in overall Internet usage within this particular age group, App
makers should rejoice at their future being insulated by this phenomenon.

While on the subject of Apps, on Facebook – FarmVille, Mafia Wars, 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). Interestingly, women have shown a huge liking and following
of the Café World application contributing to a substantial 37% usage of this application.
• 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 %




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Top Social Media Sites




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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.

                                                •   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




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Top Social Media Sites
                                                     •   Facebook overtook Orkut in May 2010 to become
       July 2010      Unique users      Page Views
                                                         the top social media site in India

   Facebook.com          22.1M           2,780M



        Orkut            18.5M           1,671M



       Ibibo.com         3.56M            141M



   Twitter.com           3.14M            38.7M



   Linkedin.com          2.95M            79.4M



 Bharatstudent.com       2.95M            22.9M




  10      Social Media Report - India                                                    Copyright ViziSense
Demographic Differences




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Demographic differences - 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%




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Demographic differences - 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, has
                                              majority of its users in the 25-
                                              35 age bracket




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Demographic differences - Education
Unique Users – Education




                                      •   Graduates form the majority followed
                                          by users pursuing graduation

                                      •   Under Education, graduates form the
                                          majority, whereas under age, users in
                                          the 15-24 age group are the
                                          maximum. Hence, the highest
                                          concentration of users falls between
                                          21 to 24 years of age




        Social Media Report - India                            Copyright ViziSense
Demographic differences - Income
       Unique Users - Income



                                      •   Social networks being primarily
                                          driven by the youth, have
                                          maximum number of users in the
                                          less than 2 lakhs income category

                                      •   Again, Linkedin being a business
                                          oriented social community, close
                                          to 40% of its audience has its
                                          income above 5 lakhs. Other sites
                                          in comparison have 20-25% of
                                          their users earning over 5 lakhs




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Demographic differences - Geography
                Unique Users – Geography

                                           •   Social  networking    is   well-spread
                                               throughout     the   country      with
                                               approximately 60% of the users outside
                                               metros




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Usage Pattern




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Usage Pattern

                                           •   Activity picks up post 12.00 Noon on
                                               both Orkut and Facebook with
                                               highest activity recorded between 6
  Facebook




                                               pm and 10 pm

                                           •   More than 45% of the users return
                                               during the day. Facebook has more
                                               users re-visiting >3 times during a
                                  Hrs
                                               day


                                                         Revisits during the day
  Orkut




                                  Hrs


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Usage during the day

                                     •   Users in the 15-24 age bracket are
                                         most active between 7 to 9 pm,
                                         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 - India                             Copyright ViziSense
Duplication




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Top Sites in Social Media

                                                 Duplication

                                                  July 2010



                                   62% of Orkut’s audience also visits Facebook
                  Orkut                                                           Facebook
                                   51% of Facebook’s audience also visits Orkut



       •     50-60% users on Facebook and Orkut visit both sites. Moving ahead, we expect
             this number to fall in favor of Facebook as users find their complete circle of
             friends on a single, more dominant network.
       •     Other networks in comparison have around 90% of their users on Facebook and
             Orkut




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Time Spent on Social Media




   22   Social Media Report - India   Copyright ViziSense
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
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 - India                                      Copyright ViziSense
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
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 - India                                  Copyright ViziSense
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
Food for thought
Viewing ‘Photos’ is a popular
activity on both Orkut and              Social media is a popular place to share photos
Facebook


Highest activity recorded               Prime time on Social Media?
between 6 pm and 10 pm



On Facebook, majority time
                                        Users are seeking more of interactive content
spent on Applications



60% users are from outside              Advertisers can effectively target internet users across
metros                                  the nation




     32   Social Media Report - India                                                   Copyright ViziSense
Thank you




   33   Social Media Report - India   Copyright ViziSense

								
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