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3 April 2008
Mumbai, India
In today’s Internet and Online Media Age, interaction with others has become instant, and staying in touch is no longer more than a click away. The Nielsen Company recently conducted a survey in India using its online research panel “Your Voice” on the usage patterns of Social Networking websites and found keeping in touch with people they know to be the strongest reason for joining a social networking site for the vast majority of Indian respondents (82%). The Nielsen survey also found over half (58%) joined a social networking site to reconnect with old acquaintances they have lost touch with, and to make new friends (53%). Professional networking was a strong fourth for 43%.
“The biggest advantage of a social networking site is how you can build and use the network with friends, business associates and people with similar interests. These days, the world has become a global village, and social networking sites are bringing people closer together and helping them to interact and share their thoughts within the group, no matter where in the world they are,” said N.S.Muthukumaran, Director, Online Research, The Nielsen Company.
Usage Patterns
Three quarters of Indian respondents have been using social networking websites for two or more years and two-thirds spend more than half an hour on each session. All had a very positive attitude towards social networking websites. The majority (71%) consider social networking sites to be cool, but that isn’t to say face-to-face interaction has become outdated or is on the decline: 66 percent believe that social networking sites are no substitute for actual face-to-face meetings with friends, and 43 percent of respondents even consider it safe to meet people face-to-face whom they have met online.
“Though social networking sites are popular, they lack the bond established in face-to-face interaction. The non-verbal communication is missing in online friendships,” continued Muthukumaran.
The Use of Alternate Identities
A majority of users believe in revealing their real identity on social networking sites. Security reasons were cited by 68 percent of the respondents for using alternate identities on sites. They prefer not to reveal their personal details. 35 percent chose to use an alternate identity “Just for fun”.
Gender Influence on Circle of Friends
Nielsen found more than half the respondents had more than 50 or more friends on the social networking website they use more often. However, there is a skew in the male-female ratio of friends depending on whether it is a male user or a female user. Males have a greater number of male friends. Females on the other hand, have a more equal split between male and female friends on social networking sites.
About the Survey
The Nielsen Company, India, using their online research panel Your Voice, conducted the survey to understand how people use social networking websites, their attitude towards these sites and their satisfaction levels with them. The survey was conducted amongst 301 people across various age groups starting from 15 years onwards.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com
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