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.
As per the study, while just 8 percent Indians spend from an hour to three hours on their personal mails, 20 percent spend the same amount of time on social sites. “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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