Social media report

Copyright ViziSenseSocial Media Report - India

Social Media Demystified - India

August 2010


Contents

Social Media Report - India

Introduction 3

Methodology 4

Executive Summary 5

Social Media Overview 8

Time Spent 10

Top Sites in Social Media 13

Usage during the day 15

Demographic differences 19

Case Study: Facebook Applications 25

Search on Social Media 32

Food for thought 34

ViziSense is India's preferred online audience

measurement platform that tracks, analyses &

reports valuable insights across the digital

landscape.

With a strong pan-India panel size of one lakh

plus, ViziSense regularly offers insights into the

online behavior of Indian internet users.

ViziSense is the audience measurement, analytics,

insights and research division of Komli.


Introduction

3

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.


Methodology

4

• 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:§Tracks actual users & measures pre-verified demographics

§Accurate site stats based on actual usage

§Also tracks consumption of website advertising content and estimates ad spend data

Publisher Tags:§Improve accuracy through actual server requests and site usage data

§Gives additional information about international traffic

Advanced Techniques:§Industry-leading Triangulation methodology that correlates data from panel & tags

§Demographic and usage-based clustering

§Iterative Proportional Fit Algorithm

Vizisense MethodologyVizisense Methodology


Executive Summary

5

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


Executive Summary

6

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.


Executive Summary

7

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 %


Top Social Media Sites

8



9

• 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

Traffic trends



10

• Facebook overtook Orkut in May 2010 to become the top social media site in India

July 2010 Unique users Page Views

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


Demographic Differences

11


Demographic differences - Gender

12

• 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

Unique Users – Gender

Male 80%

Female 20%

India Online Population


Demographic differences - Age

13

• 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

Unique Users – Age


Demographic differences - Education

• Graduates form the majority followedby 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

Unique Users – Education


Demographic differences - Income

15

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 businessoriented social community, closeto 40% of its audience has itsincome above 5 lakhs. Other sitesin comparison have 20-25% oftheir users earning over 5 lakhs


Demographic differences - Geography

16

• Social networking is well-spreadthroughout the country withapproximately 60% of the users outsidemetros

Unique Users – Geography


Usage Pattern

17


Usage Pattern

18

• Activity picks up post 12.00 Noon onboth Orkut and Facebook withhighest activity recorded between 6pm and 10 pm

• More than 45% of the users returnduring the day. Facebook has moreusers re-visiting >3 times during aday

Hrs

Hrs

Revisits during the day

Ork

ut

Fac

ebo

ok


Usage during the day

19

• Users in the 15-24 age bracket aremost active between 7 to 9 pm,indicating use of home computer tosurf

• Users in the 25-35 age group are mostactive around 3PM indicating extensiveuse of social networks at work


Duplication

20


Top Sites in Social Media

21

Duplication

July 2010

Orkut Facebook

51% of Facebook’s audience also visits Orkut

62% of Orkut’s audience also visits Facebook

• 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


Time Spent on Social Media

22


Time Spent on Social Media

23

• Facebook is the most engaging site with the highest time spent by users

Average Time Spent per visit

July 2010


Case study: Facebook Applications

24


Facebook Applications

25

• Facebook ‘Home Page’ gets the mostnumber of users and highest number ofPage Views as compared to other activitieson Facebook

• Photos have higher Page Views thanApplications, however Applications garnermore than 50% time spent on Facebook

Unique Users

Page ViewsTime Spent



26

• Facebook Applicationshave higher proportionof graduates and userspursuing graduation

• Female proportionlower on applications ascompared to Facebookoverall

Facebook Overall – Unique Users

Facebook Apps – Unique Users

Gender Age Education

Gender Age Education



27

• Facebook Applications havinghigher proportion of uniqueusers who are students

• Applications also have higherproportion of unique users fromMetros

Facebook Apps – Unique Users

Facebook Overall – Unique Users


Unique Users – Females

Unique Users – Males


28

• ‘FarmVille’ is the top applicationfor both Males and Females

• ‘Mafia Wars’ is the second bestapplication for Males while ‘Caféworld’ comes second for Females



29

• ‘FarmVille’ is the top application asper engagement

• Proportion of time spent on‘FarmVille’ as a % of total timespent on Apps is higher forFemales

Time Spent – Males

Time Spent – Females


Unique Users – 25 -34


30

• ‘Farm Ville’ is the top applicationacross both age groups 15-24 and25-34

Unique Users – 15 -24

Copyright ViziSenseSocial Media Report - India31

Food for Thought


Food for thought

32

Viewing ‘Photos’ is a popularactivity on both Orkut andFacebook

Social media is a popular place to share photos

On Facebook, majority timespent on Applications

Users are seeking more of interactive content

Highest activity recordedbetween 6 pm and 10 pm

Prime time on Social Media?

60% users are from outsidemetros

Advertisers can effectively target internet users acrossthe nation

Copyright ViziSenseSocial Media Report - India33

Thank you

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Social media report