Social networking has caught on in a big way the world over and in India too. A report commissioned by online advertising network Tyroo has found that social networking sites account for 44 per cent of India’s Internet traffic. Contrary to global trends where where MySpace and Hi5 lead, in India Orkut and Facebook are the single largest audience aggregators.
The research was conducted amongst 20 marketers and 400 users of social networking site.
According to the report, social networking is an extremely sticky and mass medium, where 90 per cent of the users log in everyday. Since, demographic information about the users is available, the targeting opportunities are very accurate.
More than three-quarters of the marketers surveyed said that they would increase their social media spending during the next three years.
Fifty-eight per cent respondents in the primary survey conducted claimed that social networking sites was the second window they opened, next only to their email IDs. Moreover, it is a misconception that social networking is the exclusive domain of teenagers.
According to the report, Facebook users are more affluent and qualified to convert. The site also offers the healthiest female to male ratio, attributed to its privacy and safety features. MySpace attracts so many more viewers that there’s no way marketers are going to leave. Hi5 leads the race in the younger age group.