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Social Networking Websites : A Survey Report
ACNielsen India, April 2008, Pages: 57
Nielsen Social Networking Websites survey report is the first of its kind conducted among the online population in India concentrating on how consumers interact with social networking websites. It highlights the popularly used social networking websites (in terms of salience, usage and user-satisfaction) as well as indicating what motivates people to join these websites. Additionally it focuses on which features people use the most on a social networking website contrasting this with those features that aren’t so popular with the users
This report was conducted online and captures the view of 300 social networking site members across genders and aged 15 and above.
The study captures the following information areas which are useful to identify the marketing opportunities:
- Awareness and frequency of accessing of social networking websites
- Social networking websites currently used and used most often (if member of multiple websites)
- Length of sessions on social networking website
- Reasons for joining and number of friends social networking websites
- Popular features on social networking websites
- Groups on social networking websites that people are a part of
- Attitudes with respect to social networking websites
- Satisfaction with social networking websites and the next social networking websites would they be joining in the near future
- Profile of the social networking website users and the various segments that arose as a result of this study
The Nielsen Social Networking Websites survey report is not only useful to Social Networking Website marketers but also to advertisers and marketers from various companies who want to target the online population. The profile segmentation along with the attitudes and pattern of usage of Social Networking Websites from this survey will provide marketers with the necessary tools to formulate strategies to target the vast online consumers.
Across age groups and gender, people join SNWs to keep in touch with an existing network of friend and acquaintances.
There are differences across age groups in the choice of websites and level of activity.
Older (35+) age groups and women are the late adapters of Social Networking Websites.
While Orkut is the most popular Social Networking Websites across age-groups, segment preferences are distinct indicating Social Networking Websites have distinctive users
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