IAMAI
recently came out with their report on ‘Social Media in India 2012’, which gives
an overview of the entire ecosystem. While it didn’t reveal any mind blowing
details, it does play as a scorecard to map how this social economy is
evolving. Enclosed below are some highlights from the report.
The
data in the graph above, in the Top
Activities of urban active internet users, is not surprising at all. One
thing I’d like to highlight here, is how ‘chatting’ is ranked 7th,
whereas it used to be right up there just a couple of years ago.
The
categories of ‘school going’, ‘older men’ and ‘non-working women’ is the most
interesting in this Social networking
profile by demographic segments graphic. That 68% of urban internet users
are actively using social networks is good reason that Facebook is wondering if
they should open up to kids below 13 year old's. There may be other players in
this category that may rise to fame in the time to come. Also, seeing 55% of non-working
women actively using social media, is a good recognition of the fact that
social media has surely gone mainstream, as it’s catapulted a generation of
people to the net, who were otherwise not even digital immigrants.
Having
66% of audience in urban India, actively using social media, is a hint to social
media managers why more localized content is still working on Facebook. I see
this segment of the audience being more content creators on social media, rather
than the 34% of the audience who may now just be using social media to ‘listen’
into conversations.
The
first graph above had showed how chat had slowed down, but not on mobile. As we
can see from the activities done by
mobile users graph, 65% of urban Indian internet audience is going online
for text chat. That’s the reason we’re seeing the IM market flooded with
players such as WeChat, Facebook Messenger, Nimbuzz, XMS etc.
Type of mobile apps used throws no surprise at all. Social
networking, entertainment and games are ruling the roost, but the question is
for how long. My bet is always on the category of productivity apps such as
Dropbox and Evernote, as they provide real value that’s needed.
Top social media sites in India shows that Google+ is the
second most visited site, beating Linkedin and Twitter. This is surprising, but
I am sure the method of calculation has something to do with this. The report
also states, ‘In fact, LinkedIn has the
second highest average time spent only after Facebook.’
More
details about this report can be seen in the executive summary of the report
that can be downloaded here: http://www.iamai.in/reports1.aspx
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