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45,000 Indians will join social networks each day in the next six months: Nielsen

According to a study on social media usage by The Nielsen
Company conducted in collaboration with AbsolutData, nearly 30 million Indians
who are online consumers are members of social networking sites and about
two-thirds of them spend time on these social networking sites daily. Based on
the current rate of growth and the intention of online Indians to participate
in social media, the study estimates that over the next six months 45,000
online Indians intend to join social networking sites each day.

According to a study on social media usage by The Nielsen
Company conducted in collaboration with AbsolutData, nearly 30 million Indians
who are online consumers are members of social networking sites and about
two-thirds of them spend time on these social networking sites daily. Based on
the current rate of growth and the intention of online Indians to participate
in social media, the study estimates that over the next six months 45,000
online Indians intend to join social networking sites each day.

The study was conducted through on an online survey on a
sample population of 2000 people from all walks of life spread across top five
metros and Tier 1 cities in India. The survey was administered across the
country via India Speaks, a proprietary internet based panel managed by
AbsolutData Research and Analytics.

According to the
study, Indians spend more time on social media than they do checking
personal email. An equal number spend up to an hour on social networking and
email. However while just 8 per cent spend between an hour and three hours on
personal email, 20 per cent spend the same time on social media sites.

The study further says
that one third of India’s online consumers are aware of brands that have an
online presence; over 50 per cent of social media users perceive brands that
have a social media presence as being innovative.

Nearly 40 million Indians are using online reviews to inform
purchase decisions and 67 per cent of Indians who are on the web use online
reviews to help them make purchases. Indians also want brands to communicate
with them using social media. 60 per cent Indians who are social media users
are open to being approached by brands indicating that social media has the
ability to change the dynamic between brands and consumers who are typically
time-starved and may consider traditional forms of advertising obtrusive and
undesirable.

“Social media is now ingrained in the way tech savvy Indians
live their lives. With its ability to play multiple roles in an individual’s
life by enabling shared experiences, creating linkages between communities and
satisfying the need to be networked, its role in creating a deeper engagement
is a boon to marketing.  Infact the study
shows a third of online Indians access non traditional video outlets on the web
for a range of activities,” Adrian Terron, vice president, The Nielsen Company
has said.

“The social web appears to have gone beyond
supplementing communication. Online Indians today are using social media to
facilitate activities that range from leisure like entertainment, improving
their livelihood through job searches and researching prospective partners,” Suhale
Kapoor, EVP, AbsolutData has said.

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