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Prime time on social media between 6 pm and 10 pm?

According to a study by Komli Media’s online audience and ad measurement platform ViziSense, activity on social networking sites Facebook and Orkut picks up post 12.00 noon in India with highest activity on these sites recorded between 6 pm and 10 pm.

The study also states that social media reaches 60 per cent of the Indian online audience. Facebook, with 2.21 crore users in July 2010, has the highest reach followed by Orkut with 1.85 crore users. Facebook and Orkut, together cater to about 90 per cent of the users in the social media space.

The use of social networking sites is seeing great uptake from beyond the 8 metro cities, with almost 60 per cent usage outside the metros. The highest number of users is in the 15-24 age-group with the exception of LinkedIn that sees the highest concentration of users in the 25-34 age-group.

Facebook is the most engaging site with the highest time spent by users. The study further reveals that 62 per cent of Orkut’s audience also visits Facebook, while 51 per cent of Facebook’s audience also visits Orkut. Other networks have around 90 per cent of their users on Facebook and Orkut.

“In India, social media reaches 60 per cent of the online audience. It has soon turned into a category that cannot be ignored by advertisers,” Amit Bhartiya, business head, ViziSense, has said. “We think that it’s the next biggest craze amongst Indians after Cricket and Bollywood.”
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