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%.
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”.
What (especially) didn’t work for me about this study…
The survey was conducted amongst 301 people across various age groups starting from 15 years onwards.
When one is drawing usage patterns in online social networking in India, would a sample size of 301 suffice? Sounds rather strange.
Anyways, here’s another interesting observation (about the competition in the social networking space in India) from a cover story about Facebook (registered users only) in India’s leading weekly magazine, Outlook:
Facebook, on the other hand, has a whiff of pedigree, privilege and exclusivity about it, since it was founded by Harvard student Mark Zuckerberg and was originally restricted to students of Harvard and other Ivy League colleges; an impression strongly reinforced when a study last year concluded that Facebook users tended to be better-educated and wealthier than those on other networking sites. That Facebook comprises a well-heeled crowd that freely shares its consumer tastes means that even if its numbers don’t quite match Orkut’s, it’s by far the most sought-after hunting ground for market researchers and targeted advertising.
Experientially, I’d agree with this strong generalization (about “whiff of pedigree, privilege and exclusivity”). But, I wonder if the origins of Facebook really have much to do with the kind of people who populate the site? I can understand that being an influencer in the US, where it all started, but would that trend spread to far flung countries like India as well?