p r o d u c t

p r i c e

p l a c e

p r o m o t i o n

Does
Business & Marketing

cover STory

social

meDia

really

matter to

inDian businesses?
Social media haS become one of The moST loved mediumS for The indian youTh Today. buT are indian buSineSS houSeS geared up To capiTaliSe on The Same? 4Ps B&M TakeS a cloSer look aT The fineprinT...
pawan chabra
raditionally, companies would have had to send out an inquiring army to the market to get questionnaires filled, or arrange focus group discussions, and have a sample of perhaps a few thousands to get some credible feedback on how their brands were performing. And despite such sweat-demanding exercises, doubts about the authenticity of their product or service quality would prevail. But thankfully, the gods of evolution became merciful, and along came a brainwave, which multiplied the credibility of the research and reduced manifolds the troubles and costs. Dig this early this year, the $42.87 billion-a-year earning (revenues for FY2009) Kraft Foods was planning to take a feedback from customers on its Philadelphia Cream Cheese. Earlier, customer engagements in traditional interactions had provided Kraft with around a 100 recipe suggestions a year. Rather than resorting to tradition, all Kraft Foods did this time was to affiliate with Paula Deen, the famous American chef, restaurateur and actress, who is quite a celebrity on The Food Network. Paula runs a cooking contest by the name of Real Women of Philadelphia. Through this initiative, Kraft got back 5,000 recipe sug-

With exclusive intervieWs from : general moTorS, SapienTniTro, mahindra & mahindra, pizza huT

gestions in just a matter of eight weeks. And how many individuals was she was able to engage? Hold your breath 300,000 users in the same duration who spoke about the brand. What worked was the right method of engagement and a well-chosen messenger. Technology did the rest. Now take another, rather stark extreme. A guest who was impressed by the service of Devesh Mishra, a taxi driver in Varanasi, got his video uploaded on YouTube, where he gives his brief introduction with his contact details to prospective clients. The results have been encouraging with respect to the rise in the number of enquiries, and an excited Mishra is confident that hereon, there will be no looking back. 2010 has proven yet another great run for Mishra. These were just trailers of the immense power and reach of social networking, a medium that marketers globally are only in the process of understanding. As Facebook crossed the 500 million user base in July this year, the social networking website had certainly achieved far more than what one initially expected out of a start-up venture born in Mark Zuckerbergs dorm room at Harvard. With close to 7.3% of the world population already

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c ov e r S T o r y Social media
present on the social network, the six year-old company is surely one of the most successful start-ups of this decade. Be it because of the individual social network of the users, photo-sharing, event updates or even the applications, networking is widely touted as the next big thing people have begun to do online after search. As Mark Zuckerberg admits (on the 500 million achievement), I could have never imagined all the ways in which people would use Facebook when we were getting started six years ago. It is not only Facebook that has become the apple of the eye of the new-age marketers. Platforms like Twitter, YouTube and LinkedIn are also making a huge difference in the opinion of the ultimate consumer. Aware of the fact that a large chunk of the Target Group (TG) spends a lot of time online and mainly on social media platforms rather than the traditional advertising mediums, many global names have rightfully enhanced their presence on the social media platforms. For instance, BMW has a fan base of close to 2.9 million people on its fan page on Facebook, while Nike and Coca Colas official fan pages have close to 2.6 and 1.7 million respectively. If that is not enough for the first round of dope, sample this: Ford Motor Company skipped all the auto shows and decided to reveal the much-popular next-gen Explorer on Facebook, as the company was sure that it will be able to create a better connect with its TG on the social network. A survey done by the global PR firm Burson-Marsteller proves that 79% of the Fortune 100 companies are using at least one of the social media platforms Facebook, Twitter, YouTube and a corporate blog. The survey further mentioned that while 20% of the companies are using all four mediums, the figure is higher in Europe (88%) and lowest in Asia-Pacific (50%). In fact, when Barack Obama won the Presidential elections in 2008, many industry experts gave a lot of credit to the social media campaigns that the Democrat candidate had floated. Apart from making his presence felt on the major social networking websites with the Change We Need campaign, Obama also made optimal use of his own website and other tools. For the record, Obama has close to 5.8 million followers on Twitter currently and is unsurprisingly one of the most popular personalities on the site. But these are renowned cases from the western world where the social media industry is being used at a far more enhanced level. As the reports from the field would suggest, the trend is also picking up in India. According to a latest one by ViziSense (till July 2010), social media in India reaches around 60% of the online audience, wherein Facebook is at the pole position with a user base of 22.1 million users in the country. It is followed by names like Orkut (18.5 million), ibibo (3.56 million), T witter (3.14 million), Bharatstudent (2.95 million) and LinkedIn (2.95 million). Facebook has also topped the charts on engagement, with 975 seconds spent on the site per visit followed by ibibo at 894 seconds and LinkedIn at 676 seconds. Twitter has already become a popular medium in India, thanks to the way celebrities like Anand Mahindra, Sharukh Khan and Sachin Tendulkar are making use of it. Of course, former External Affairs Minister Shashi Tharoors contribution to its popularity cannot be ignored, due to his controversy grabbing tweets. Ironically, what did him in was a tweet by former IPL Chairman Lalit Modi, which gave ownership details of the IPL Kochi team! While many of the big names that have their presence on various social media portals are solely running after more numbers, industry experts are of the view that content will be the crowd-puller in the long-run. Where many of these companies have been going wrong is they have been focusing too much on getting sheer numbers on their pages on the social media portals, but equal importance needs to be given to the content bit, explains Pradeep Chopra, CEO, Digitalvidya. Adds a spokesperson of MTV, It is important to establish your core and ensure you are able to drive value to your fans. Active engagement is also a challenge. Social media cannot become a platform to only offer deals to consumers. Social media as an industry in India, is at a nascent stage as compared to the exposure it has received so far in the western part of the globe. But the winds will gather greater momentum. There is hope. Brands like MTV, General Motors, Pepsi, BlackBerry, Chings Secrets, Mahindra & Mahindra and many more are also effectively making use of social media platforms to connect with their TG. We have allocated 50% of our ad-spend for television advertising, and the rest is used for non-traditional media to connect with consumers, says Deepika Warrier, Head Marketing, Frito-Lays (PepsiCos foods arm). In fact, Pepsi has over four lakh fans on its Facebook page alone and runs various contests on the same to connect with its consumers. All the companies whose target consumers are present on social media platforms cannot afford to miss this space. In fact, sectors like FMCG, automobiles and entertainment are the most aggressive on social media in India, says Freddie Laker, Executive Director Digital Strategy, SapientNitro Asia. When M&M was planning to launch its Xylos Happy Legs campaign with Atul Kasbekar (the ace fashion photographer), many industry experts werent convinced with the idea. But the events that followed proved them wrong. Just before we launched the campaign for Xylo with Atul, Sachin Tendulkar (a close friend of Atul) tweeted about the same to his fans. Moreover, the online contest that we ran on the same also got a similar response as Anand (Mahindra) retweeted my tweet on the same to his fans as well. Social media as of

Connect to grow

Deepika Warrier, Head-Marketing, Frito-Lay ( Pepsico )

In what ways do you believe that the social media platform has been able to give strategic advantage to the brands in your portfolio? As far as the social media platforms are concerned, our focus is on consumer engagement modules and crowd sourcing strategy to promote our brands. In fact, given the current market scenario, one surely has the independence to do that very uniquely by using non-traditional mediums of marketing like the social networking websites. We have allocated 50% of our ad spend for television advertising and the rest is being used for non-traditional media to connect with consumers at a new level altogether. You have been using platforms like Facebook and YouTube very aggressively for promoting the new launches, which was further supported by a 360-degree presence in the social networking websites. How has the impact been so far for you? I think its difficult to judge the absolute impact but yes, we are a young snacking company which is growing with the consumer and such growth can be enhanced when you can connect more with the consumer from the day one of your launch of the product. Such opportunities can be provided only when you connect with your target audience on a personal level. In fact, this can be done only through a social networking website. For the entire last year, all our brands were well known from their initial launch and that can be called as the impact.

largest social networks in india

facebook and orkut are taking a clear lead
25% 20% 15% 10% 5% 0 Facebook Orkut ibibo Twitter Bharat student LinkedIn

From Top to bottom Meter Jam campaign run against auto rikshaw drivers, Chevrolets Twitter page keeps its fans updated and Pizza Hut showcases the value scheme on Facebook

Source: ViziSense (Till July 2010)

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c ov e r S T o r y Social media
leaders of social media globally
Top ten social networking sites globally for october 2009. green lines connect major networking countries with their top three sites.
LinkedIn MySpace Wer-Kennt-Wen

Content is equally crucial

Pradeep Chopra CEO & Founder, Digitalvidya

unique visitors of age 15 years & above; october 2009 (million)

10

20

30

110

United States

35

Hatena Bookmark

Mixi

7
Studivz Sites

Japan

13

What is your take on the current scenario of the social media industry in the country? How does it stand compared to traditional media? In terms of sheer numbers, social media may look small as on today as compared to the traditional mediums of advertising but the numbers are not small enough to ignore. Moreover, comparing social media to any other channel or other online media as well, there are various different things that one can do on this space, which makes this very special. Not to forget, there has been a massive difference as to how the consumers used to perceive LinkedIn (as a professional network) as compared to Facebook, which was more of timepass and socialising. As times have passed, the perception has totally changed on both of them. What kind of businesses can take the benefits offered by social media in the country? In my view, any business whose customers are present on social media travel, entertainment, education and FMCG can leverage from social media. However, as of now, challenge is, brands are running after numbers instead of understanding the importance of content while content will be an equal important for the long-term success for any company on the social media. How soon can we expect social media usage by marketers in India to match the levels at which it stands globally? While we have seen only very little action as compared to what has already happened in the western countries but the industry has a lot of potential for growth in the coming times. Activity on mobile phones and location based services will be some of the few applications that will see a lot of action in the future in the Indian market. Moreover, as the 3G boom will take the usage of internet on mobile phones to new heights, it will be interesting to see how the social media companies will be tapping the new consumers.

17
Twitter page of Anand Mahindra, VC & MD, M&M. Twitter had a major role to play in the success of Mahindra Xylos Happy Legs campaign
Canada Bharatstudent

Germany

Baidu Space

63

China

today has become an integral part of our marketing activities, says Vivek Nayer, Senior VP Marketing (Automotive sector), M&M. He also informs that when some critics attempted to spread a bad word about the company, fans at the community blasted-off the post, saying that the company has been delivering what it promises. Taking its Scorpio, Xylo, Great Escape and Bolero pages into account, the company has close to five lakh fans on Facebook. Needless to add, the sites can be used as a tool to strengthen competitive advantage as well. A case in point is the time when Apple was busy dealing with its antenna problems of late. Nokia took no time in boasting-off on various social media platforms, that its antennas are the best in the industry. It also showed consumers how people hold their phones in different ways and yet the signals remain unaffected. Undeniably, social media is very different as compared to traditional media and may not yet have the power to replace the idiot box, but it can surely be a very strong complimentary factor. Moreover, users can switch channels easily on the telly. On the social network, they have a richer engagement. Some of the evolved brands that have embraced the platform have realised this and have approached social media marketing as not just a platform for brand advertising, but also for building up of their basic concept. It has provided organisations an opportunity where brands can easily communicate while providing a platform for its audience to talk and express themselves, exchange opinions and increase unaided brand awareness. It is imperative for brands to realise that, because of the sheer number of people that access various social platforms. The key to success lies in the engagement level, transparency and credibility, says P Balendran, VP General Motors . , India. Moreover, it allows the company to establish a relationship with tomorrows customers as well. Social media acts as a direct, cost-effective and an interactive medium that provides complete information on the brand and acts as an authentic contact point too, added Anup Jain, DirectorMarketing, Yum! Restaurants India Pizza Hut. Pizza Hut runs several contests on its Facebook page and has close to

34
Deviantart

Facebook

430

QQ Alumni

24
Kaixin001

India

43

Orkut

54

17
Twitter

58

Brazil

47
Bebo

Hi5

Vkontakte

Russia

Windows Live Profile

United Kingdom

8 16
Skyrock

France

14 10
Odnoklassniki VK

164

Source: National Geographic (http://blogs.ngm.com/.a/6a00e009822691883301310fd02a92970c-800wi)

2.6 lakh fans on the same. And the social fever isnt restricted to just large companies. Consider this case in Mumbai. After having had enough of the overcharging and unruly behaviour of auto rickshaws and taxiwalas in the country, three advertising professionals Abhilash Krishnan, Jaidev Rupani and Rachana Brar decided to launch the Meter Jam Say No to Taxis & Autos on 12th August 2010 campaign. While the initial overwhelming response came as a surprise, the fact that the problem was not taken as a Mumbai-centric problem from day one, was a bigger shock. In fact, it got more fans from Bangalore as compared to the other metros. For the record, close to 12,500 citizens pledged and boycotted the use of autos and cabs on August 12, by signing up on Facebook and Twitter pages of the campaign. The ad-trio also launched the second chapter of the campaign recently on October 12, which was able to generate a similar response. The community pages of Meter

Jam as of date, has close to 42,000 fans on Twitter and Facebook collectively. Similarly, a Pune-based restaurant chain, Faasos has initiated the innovative tweet-to-order phenomenon under which, the consumer can just choose to tweet his order, rather than place it via a call. India has till now seen only the starting chapters in the social media journey. The coming years will have a lot to offer, says Digitalvidyas Chopra. Companies like Facebook, who will be banking on the broadband and telecom boom in emerging markets like India will give ample opportunities to the new-age marketers to tap the young Indian consumers. As far as Indian companies are concerned, they have to move beyond numbers and improve the engagement levels on their pages. Numbers may not sound as attractive initially, but this is a sure way to reach some of your best customers and read their minds. If properly nurtured, these could be your most cherished brand champions in the coming future. 4Ps

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c ov e r S T o r y Social media

iT provideS uS a Two way communicaTion

vivek nayer, Senior vp markeTing (auTomoTive), m&m explainS why The auTomaker iS acTive in Social media deSpiTe being one of The beST

Social media iS a conSTanT value creaTor

a long-Term converSaTion on a Social media plaTform can unlock greaT valueS, SayS freddie laker, ed (digiTal STraTegy), SapienTniTro aSia

Mahindra is known as one of the best UV makers in India. But still, it has ensured an extensive presence in the social media. Whats the rationale behind the same? Before focusing on the need, let me give you a couple of numbers. As of today, we have got more than half a million fans on Facebook across our automobile brands like Scorpio, Bolero, Xylo and Mahindra Great Escape. The biggest fan base is definitely for the Scorpio, which has recently crossed the 2 lakh mark. These might just sound as numbers. But when you compare it with the Eden Gardens of Calcutta, which accommodates around 100,000 fans, it becomes easier to imagine the number of Eden Gardens we are talking about here. I dont think there is any other automobile brand in India, which has a similar fan following. Now the need is for the fact that social media provides us a two-way communication allowing us to understand whether our consumer is getting the right message or not. Moreover, in the case of social media, we know that we are talking to consumers who want to be engaged with us, unlike in conventional media where we talk to the world at large and then wait for the interested people to respond. So, what are the kind of activities that you undertake in order to ensure the consistency in consumer engagement with your brands? On a very basic level, we keep on sharing exciting information about our brands with the fans. For instance, last month, Punjab Police bought some 30-40 Scorpio

getaways. This on the outset may seem as a very small piece of information, but when we put it in our community, we received around 100 comments on the post on the first day itself. Secondly, we keep on organising contests on a regular basis on social sites like Facebook and Twitter. For example, in case of Scorpio, we have a picture competition which is very popular with the audience. Here we invite our fans to post unique pictures with their Scorpio. If you take a look at the kind of pictures that the fans are posting, you will certainly agree to the fact that the fans have certainly uploaded some amazing pictures. In fact, some of them are in unique tourist destinations. One of them is the high mountain tourist destination of Ladakh. Apart from engaging the users with your brands, what are the other goals that you bear in mind when you decide to opt for social media? We use these platforms primarily for getting consumer feedback. For example, suppose we want to check the feedback on the customised Scorpio, we will post some pictures of the vehicle and will wait for the responses of the fans on the same. This way we generate a large pool of feed backs, which help us in making our products better. There is also a customer service angle to it where in the consumers can touch base with the company on these platforms (mostly Facebook and Twitter). In fact, a lot of people air their issues on these networks and try connecting to the company directly. In return, we try and solve their issues. 4Ps

What is your take on the social media business and how effectively are you working with Indian companies in this space? Social media is surely a huge part of our core offerings. Today, in the global market, you will hardly see any digital media campaign without having an aspect of social media marketing involved in it. And the same holds true for India as well. Here we work very closely with Coca Cola, wherein we try and generate content for them. This helps the company to connect better with the users. According to you, what is the best campaign that you have come up with so far in the social marketing space? Has it really delivered the desired connect with the users? One of the most successful campaigns that we have done in terms of grabbing eyeballs across the world and in India was the one titled Best job in the world. It was a campaign we did last year for the Queensland Tourism Board. The problem that they were facing was that though the region already had a good awareness level, somehow it was failing in terms of top of the mind recall when people used to plan their holidays. To create that awareness, we decided to begin a competition, which was showcased through that campaign. In the same, we didnt offer any prize, rather offered a job. The job included a three-bedroom villa in Queensland with a pool and the winner got paid around $8,800/month for taking the responsibility of cleaning the pool, feeding the fish

and writing a blog about his daily activities in Queensland. The basic idea behind this campaign was that if you cannot tell an idea in a line and if it does not sound interesting, the idea is not worth doing. So when we asked that whether they would like to be in the best job in the world or not, the audience did pay attention to us. The response that we got for the job through this campaign was actually overwhelming. People kept on voting for their friends and the campaign went on to create a lot of buzz in the social media sector before the winner was finally chosen. How do you think social media can help todays companies in a much better way than traditional mediums of advertising? The best of the campaigns in the traditional mediums, wherein you spend a good amount of money, always manage to push your awareness level up for the time being and then fizz out. But the most attractive part of social media is that the best initiatives are not campaigns, they are ongoing conversations that a company manages with its audience. Like in the best job campaign, we surely got it started by a surge in awareness but we continued it with the experiences that the person had with his blog, Twitter and other social networking sites. This is where social media really proves its worth. Here, after spending a lot of money on generation of the awareness, a company can take it to the next level by creating a constant value out of it by constantly interacting with its TG through these social sites. 4Ps

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c ov e r S T o r y Social media

Social media muST be Taken SeriouSly

anup Jain, direcTor markeTing, yum! reSTauranTS india (Pizza hut ) SpeakS on The neceSSiTy of Social media for conSumer buSineSSeS

india iS aT an evolving STage...

p. balendran, vp, gm india, TalkS abouT how gm iS Trying To make The moST of The opporTuniTieS preSenTed by Social media.

Social media is one of the growing industries in India. How do you expect it to help the Indian marketers in the times to come? Social media is a fast-growing platform for brands across sectors. It acts as an effective tool as it is the best way to reach out to the target consumer without incurring huge expenses. Since the present generation is very active on social networking sites, it makes a lot of sense for brands to be present in that sphere and regularly interact with them. Social media acts as a direct, cost-effective and interactive medium that provides complete information on brands and acts as an authentic contact point. Pizza Hut, in the recent times, has been very aggressive in making consumers aware of the recent happenings. Can you explain the ways in which Pizza Hut has been harnessing the potential of social media? As a brand, Pizza Hut completely realises the growing importance of the social media as an effective tool to reach out to the target consumers. We are constantly working towards ensuring a strong base for ourselves in this space. With over 2. 4 lakh fans, the official fan page for Pizza Hut on Facebook Pizza Hut Celebrations has the largest fan base for any restaurant brand in India. The page runs contests and offers and provides information on all latest happenings at Pizza Hut harbouring interactive conversations with the customers. In fact, owing to our growing focus on the social media

space, we have appointed Hungama Digital Media Entertainment as our social media agency. Its true that you have been very active in the social media sphere. But how do you measure the effectiveness of all the activities you carry out? As I said, we actively use our Facebook fan page and ensure participation not just from the consumers residing in bigger cities, but also from small town consumers. Our fan page has been receiving comments and responses from active consumers. This helps us in shaping our brand focus and goals. Moreover, expertise of Hungama in this sphere has come really handy for us to improve our efforts in this segment. According to you, what kind of businesses across sectors can take the benefits offered by the social media in the country? All kinds of consumer businesses especially those, which interact with younger consumers should take this medium up seriously. Going forward, how do you see the future of social media marketing in India? Do you believe that it can match the levels at which players have been using it globally? Yes. Social media is a very important medium and India with its growing Facebook community and other spaces like Twitter et al will set the standards for global brands very soon. 4Ps

GM India undertook an exercise on the social media platform to improve upon GM Indias brand perception. How far is this true? Before we decided to use social media, we conducted an internal brainstorming exercise on why, how and what do we intend to achieve. After an elaborate analysis of online opinions in India, it became evident that using social online platform would not just improve the perception of our present and prospective customers (about the quality of our products), but would also prove critical to our postsales service and support. We felt a necessity to communicate our efforts on the online platform as well. So, while the main objective was to improve the perception of Chevrolet in India, one of the focus was also to attend to all service-related queries. A couple of our most successful initiatives include the Chevrolet Freedom campaign that we ran on Independence Day and the Q&A session with Karl Slym, President & MD, GM India (which was the first of its kind to reach out to consumers on a one-to-one level). Of late, GM India has been aggressive on Facebook and Twitter. What are the results so far? The most important aspect of our initiative is to reach out to the right audience and interact with them using innovative elements. So, our effort is to create a positive perception about the GM brand throughout the community and hence reach-out to existing & potential customers. These efforts have enabled us to discuss auto-related topics with a group that is discerning and keen. The in-

depth engagements have helped us improve the quality of discussions and arouse interest for our products. The social media platform has helped us extend & leverage our communications, express GMs vision and connect with our customers from a very conversational point of view. Social media as a tool for marketing has really picked up over the past couple of years. What do you feel are the reasons for the same? India is at an evolving stage, but the adoption has been rapid. Some of the evolved brands that have embraced the platform, have realised this and have approached social media marketing as not just a platform for brand advertising, but for improving their basic concept(s). It has provided organisations with an opportunity, where brands can communicate while providing a platform for its audience to talk and express themselves and to increase the unaided brand awareness. Considering the sheer number of people that access various social platforms, the key to success today, lies in the engagement level, transparency and credibility. People are living in a converged world today, where all the digital screens are seamlessly connected to each other and the online/offline lives of the consumers are interconnected. What is the biggest challenge as far as growth of social media in India is concerned? Infrastructure is the biggest challenge in India. Low penetration of the broadband as compared to the West is very disheartening and discouraging! 4Ps

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cov er STory an icmr and 4ps b&m Survey

Social media & The youTh

4Ps B&M preSenTS an in-depTh analySiS of The Social neTworking Trend prevalenT amongST The indian youTh in The age brackeT of 18-25 yearS facebook tops the chart
Social networking is the in-thing now with more & more sites following similar patterns. Facebook is the most popular amongst the youth today!

The preferred social networking sites

With the entry of Orkut providing online connect with friends and colleagues, other websites followed. Facebook with various applications and high popularity has seen people joining the site at an alarming pace. The latest entry is Twitter which is catching up fast with growing popularity amongst celebs as well.

not a grievance redressal platform

It seems that people connected on social media networks believe in just networking. Rarely does one use it for a complaint redressal forum. 62% of the respondents have not even once used the social networking sites as complaint registers!
62% 10

59%

participation in activities other than socialising

Be it through hi5 or twitter, it is rare to find one who is not connected online. Given the hits that these social networking sites generate, companies have started to seriously consider them as alternate media vehicle and are upping their marketing and promotional activities on these sites. However, those who are connected for socialising, dont pay much heed to the other activities happening on the website they visit. Nonetheless there are a few who do try their luck in various contests while surfing the net.
21% 20%

59%

20% 11% 7%
Often

Facebook

Orkut

Twitter

Not even once

Twice

Once

20%

16% 5%

Facebook

Orkut

Twitter

Ibibo

Promotional Activities

Contests

The purpose of using social media platform

Games

The methodology
The 4Ps B&M team along with the Indian Council for Market Research (ICMR ) conducted a survey on the social media usage amongst the youth. ICMR conducted a survey amongst the youth in the age group of 18-25 years to identify the most loved social networking websites and the other platforms they are currently using to socialise and stay connected apart from just a mode of entertainment ( games, contests etc ). The survey was conducted in Delhi, Mumbai, Kolkata and Bangalore using a structured questionnaire amongst a randomly selected sample size of 550 respondents. Equal ratios of male and female respondents were interviewed personally to understand their level of involvement on the internet through various social networking websites and the time each one spent on the social networking sites on a daily basis.

3%

7%

8%

dedicated time for socialising

Social networking is now an important aspect of the day. With most people spending more than an hour socialising online!
YES 18%

Social media has helped people connect with long lost friends. This is evident with 63% respondents in the survey using such platforms to connect with friends. While, 23% (respondents) believe in exchanging their views and experiences on various products/services and others apart from just playing games & participating in contest (12% )!
63%

One hour to two hours

44% 43% 7% NO 82% 23% 12% 2%

Connecting with friends Exchanging views about products/services Playing contests/games Others

Less than one hour

Two to three hours

More than three hours

6%

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