Social Media Marketing Trends

NAGINDAS KHANDWALA COLLEGE OF MANAGEMENT STUDIES

CONSUMER BEHAVIOUR

A STUDY OF CONSUMER BEHAVIOUR TOWARDS SOCIAL NETWORKING SITES

TYB.M.M [ADVERTISING]

PROF. RUPALI JAIN

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Launch Date of Major Social Websites
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PROJECT BY:

508 - NIYATI DESAI

511 - DEEPALI GALA

517 - HETAL KARELIA

526 - DHANYA NAIR

529 - SWATI PARIHAR

531 - MONA PATEL

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ACKNOWLEDGEMENT
We wish to express our sincere gratitude to NAGINDAS KHANDWALA COLLEGE OF MANAGEMENT STUDIES and principal ANCY JOSE for providing us an opportunity to do our project work on “CONSUMER BEHAVIOR TOWARDS SOCIAL NETWORKING SITES”. We also extend our thanks to the various people who have shared their opinions and experiences through which we received the required crucial information for our report. We express our deep gratitude to Prof. Rupali Jain for her constant Support, guidance and motivation which helped us immensely in completing this project. The project provided us with an opportunity to understand the Fundamentals of research methods in a better manner and apply them. The insistence on taking up a socially relevant topic like the use of Social Networking Sites helped us to understand the psychology of the people using these sites better and correlate the research to human behavioral Aspect. We also would like to thank our respondents for giving us their valuable time and providing us with the information needed to carry out the research successfully. Last but not least we wish to avail our self of this opportunity, express a sense of gratitude and love to our friends and our beloved parents for their manual support, strength, and help and for everything.

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Table of Content
ACKNOWLEDGEMENT 1. INTRODUCTION...............................................................................................07 1.1 Background......................................................................................................08 1.2 Objectives........................................................................................................08 1.3 Problems..........................................................................................................08 1.4 Scope & Limitations..........................................................................................09 1.5 Defining the variables.......................................................................................09 2. LITERATURE REVIEW......................................................................................09 2.1 What is a social networking site? ....................................................................09 2.2 History of Social Networking Sites...................................................................10 2.3 Rise of Social Networking in India...................................................................10 2.4 About Orkut.....................................................................................................13 2.5 About Facebook..............................................................................................14 2.6 About twitter.....................................................................................................15 2.7About Flixster....................................................................................................15 2.8About Myspace.................................................................................................16 2.9About Hi5..........................................................................................................16 2.10Popularity of social networking websites worldwide……………………...…16 3. RESEARCH METHODOLOGY..........................................................................19 3.1 Research design..............................................................................................19 3.2 Sources of data................................................................................................20 3.3 Sample design.................................................................................................20 3.4 Sample size.....................................................................................................20 3.5 Attitudes and behaviors towards social networking sites……………….…...21 4 RESULT OF THE SURVEY………………………………………………………...22 4.1 Hypothesis………………………………………………..……………..………....22 4.2 Survey……………………………………………………………………………......23 5. Result and Findings………………………………………………………………….89 6. Conclusion…………………………………………………………………………….94 7. Questionnaire…………………………………………………………………………95 7. BIBLIOGRAPHY…………………………………………….……………………...105

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List of Illustrations
Figure 1.Launch Date of Major Social Websites………………………….………………..13 Figure 2.Frequency of Web sites Visits…………………………………………..…………19 Figure 3.Age……………………………………………………………………………………24 Figure 4.Gender………………………………………………………………………………..25 Figure 5.Occupation………………………………………………………………………...…26 Figure 6.Account on SNS…………………………………………………………...…….…27 Figure 7. Period you have been using SNS ……………………………………..…………28 Figure 8. Period you have been using SNS ………………………………………….…….29 Figure 9. How Often You Log On………………………………………………………….…30 Figure 10. How Often You Log On…………………………………………………………..31 Figure 11 Hours you Spend on SNS?............................................................................33 Figure 12 Are you Addicted to SNS?..............................................................................34 Figure 13. Main purpose to use Sns…………………………………………………………35 Figure 14. Do you think you spend more time socializing offline? .................................36 Figure 15. Proportion of online friends you meet offline……………………………...…..37 Figure 16. Where do your Online friends live?...............................................................38 Figure 17. After using SNS are you in more contact with friends Offline…………….….39 Figure 18. Proportion of your online friends you are in contact with offline…………. 40 Figure 19. Rate of their SNS in term of Friendliness………………………………..……..41 Figure 20. Can you Access SNS via Mobile……………………………………..…………42 Figure21.Can you access your SNS in slow connection…...…………………………..…43 Figure 22. Do you use video chat when using SNS…………………………...…………..44 Figure 23. Tool to use SNS?..........................................................................................45 Figure 24. How many friends do you have for your SNS profile?...................................46 Figure 25. How many SNS communities and groups you are a member of? ………………………………………………………………………………............................47 Figure 26. Close Friends ...............................................................................................48 Figure 27. co-workers.....................................................................................................49 Figure 28. Family............................................................................................................50 Figure 29. Friends...........................................................................................................51 Figure 30. People who live far away..............................................................................52 Figure 31. Strangers.......................................................................................................53 Figure 32. If not Participating with any of social networking websites what is the reason ........................................................................................................................................54 Figure 33. Where do you use your Internet often? ........................................................55 Figure 34. What do you like doing Online.......................................................................57 Figure 35. Do you use SNS for specific purpose in mind or goal...................................58

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Figure 36. Are you ever surprised by the time you spend on SNS? ..............................59 Figure 37. Have you ever said no to an activity with family or friends because of SnS? ........................................................................................................................................60 Figure 38. Have you ever ignored a responsibility like project or assignment because of SNS? .............................................................................................................................61 Figure 39. Have you heard of an event on SNS? .........................................................62 Figure 40. Have you attended any events due to hearing about them on SNS? ........................................................................................................................................63 Figure 41. Privacy Protected .........................................................................................64 Figure 42. Privacy to meet new people .........................................................................65 Figure 43. To stay in touch with new friends..................................................................66 Figure 44. Privacy policy stay in touch with new friends.................................................67 Figure 45. Worry and embrassment...............................................................................68 Figure 46. Misuse of Personal information.....................................................................69 Figure 47. Lock profile....................................................................................................70 Figure 48. Fake or inaccurate info.................................................................................71 Figure 49. Take no action ..............................................................................................72 Figure 50. Others............................................................................................................73 Figure 51. Please indicate what information you include on your SNS? ........................................................................................................................................75 Figure 52. What client service do you use? ...................................................................76 Figure 53. Have you received lessons on how to stay safe on the internet? ........................................................................................................................................77 Figure 54. Did you find the lessons useful? ...................................................................78 Figure 55. Do you Clicks on Ads SNS, if yes how many times.......................................79 Figure 56. How Accessible do you find SNS in general? ..............................................80 Figure 57. If you dont ...............................................82 use SNS why don‘t you use them?

Figure 58. On SNS do you ? ..........................................................................................83 Figure 59. Would you accept strangers on SNS? ..........................................................84 Figure 60.Have you faced problems while using SNS in your office,work,place,college,home.......................................................................................85 Figure 61. Dating History................................................................................................87 Figure62.Lifestyle...........................................................................................................88 Figure 63. Are you addicted to any SNS? ......................................................... ...........89

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1. INTRODUCTION

Something which has changed the way people use the internet is the advent of Social Networking sites. Social Networking has beaten e-mailing as the most used feature in the Internet. The rapid growth of social networking that has been observed over the last two to three years is indicative of its entry into mainstream culture and its integration into the daily lives of many people. Social Networking Sites offer people new and varied ways to communicate via the Internet, whether through their PC or their mobile phone. They allow people to easily and simply create their own online page or profile and to construct and display an online network of contacts, often called ‗friends‘. Users of these sites can communicate via their profile both with their ‗friends‘ and with people outside their list of contacts. This can be on a one-to-one basis (much like an email), or in a more public way such as a comment posted for all to see. In this report we have analyzed Social Networking Sites in Khandwala Arcade Malad (E). We have recorded the preferences of users with respect to features and Other aspects of the websites leading us to useful insights of user behavior thereby identifying the better network .This study can help potential advertisers to gauge the Popularity of websites thus helping them market better. While it will also try to understand the usage patterns of the websites thereby helping to improvise on the features. The report is initiated with the definition of the objective followed with the research methodology used along with the research design, sample size, methods used for the purpose of conducting survey. It also incorporates the sampling frame and the data collection procedure. Subsequent to this is the Introduction to the networking sites along with a brief description of the most popular sites. The next part of the research has the literature surveys which are the articles which have been taken up from the published reports. The data was then analyzed at length and interpreted. The last part deals with the suggestions and recommendations that have come up with after carefully analyzing and incorporating the data recorded.

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1.1Background
Social networking and blogging sites accounted for 17% (about one in every six minutes) of all time spent on the Internet in Aug. 2009, nearly three times as much as in 2008. The popularity of Social Networking Sites such as Face book, MySpace, Twitter, LinkedIn, and Classmates.com more than quadrupled from 2005 to 2009. As of Sep. 15, 2009, Face book had 90 million users in the US and 300 million users worldwide. The amount of time Americans spent on Social Networking Sites increased 83% from 2008 to 2009. US advertisers spent an estimated $1.4 billion to place ads on Social Networking Sites in 2008 and advertising expenditures are predicted to rise to $2.6 billion by 2012, indicating the rising influence of these sites in modern society. While some users believe the sites are good for our society, there are others who disapprove of the sites. The fraudulent act of attempting to acquire personal information for identity theft, called phishing, increased 240% on Social Networking Sites from 2008 to 2009. Two-thirds of businesses fear that Social Networking Sites endanger corporate security, and one in four users of social networking a site unwittingly leaves them open to crime by revealing personal details. The debate on Social Networking Sites centers on whether the benefits outweigh the dangers. Proponents argue that Social Networking Sites promote increased communication with friends and family, familiarize more people with valuable computer skills, and allow contact with people from around the world. Opponents argue that these sites expose children to predators, increase vulnerability to computer viruses, lower worker productivity, and promote narcissism and short attention spans.

1.2 Objectives
The main objectives that we are trying to find out through this study are: I. To understand user preferences with respect to features and user friendliness ii. To know the usage of social networking among people. iii. To find out which is Social Networking Sites is preferred iv. To investigate concerns about privacy and safety v. To understand consumer behavior towards the Social Networking Sites

1.3 Problem
The objective of this study is to analyze and explore user feedback about various aspects of consumer behavior towards Social Networking Sites
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1.4 Scope & Limitations

The scope of this study is limited to finding out the consumer behavior towards the Social Networking Sites. The area of study is Khandwala Arcade with respondents residing in Malad (east) area only. The sample size being restricted to 50 only.

1.5 Defining the variables
Independent: Social Networking websites Dependent: User Behavior, User preferences, features etc

2. LITERATURE REVIEW
Overview of Social Networking Sites This section of the report provides an overview of Social Networking Sites.

2.1 What is a social networking site?
At the most basic level Social Networking Sites are sites which allow users to set up Online profiles or personal homepages, and develop an online social network. The profile page Functions as the users own webpage and includes profile information ranging from their date of Birth, gender, religion, politics and hometown, to their favorite films, books quotes and what they like doing in their spare time. In addition to profile information, users can design the Appearance of their page, and add content such as photos, video clips and music files. Users are able to build a network of connections that they can display as a list of Friends. These friends may be offline actual friends or acquaintances, or people they only know or have met online, and with whom they have no other link. In both professional and personal life, human beings naturally form Groups based on affinities and expertise. We gravitate to others with whom we share interests. Most of us belong to real world networks that Formed organically. Not surprisingly, these networks rapidly migrated to the online world. Online social networking has been around in various forms for nearly a decade, and has begun to achieve wide notice in the past few years. Online social networks take many forms, and are created for many Reasons. Despite their differences, online social
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networks do, however, commonly exhibit a number of the following concepts. Profiles – Each member in a network has an online profile that serves as the individual‘s identity in the network. In the professional context, Profiles often contain information regarding the individual‘s experience, Education, interests and affiliations, as well Information about the individual‘s skills and resources. Connections – Online social networks typically enable individuals to make connections with others in the network. In some Cases, these connections are implicit, and derived from past actions (such as sending an email to another member of the network).In other cases, the connections are Explicit, and are set up and created by the members themselves. Deceptively simple, online social networks contain great power. They change the online space from one of static web Pages and stale marketing messages to a live, vibrant network of connected individuals who share their abilities, expertise and interests.

2.2 History of Social Networking Sites
The first recognizable social network site launched in 1997. SixDegrees.com allowed users to create profiles, list their Friends and, beginning in 1998, surf the Friends lists. From 1997 to 2001, a number of community tools began supporting various Combinations of profiles and publicly articulated Friends. Asian Avenue, Black Planet, and MiGente allowed users to create personal, professional, and dating profiles—users could identify Friends on their personal profiles without seeking approval for those connections.

2.3 Rise of Social Networking in India
Indian internet users are just hooked to social network sites. What started with the Popularity of Orkut in India is now become a cultural revolution. Most school going teens have an account on some social networking site and almost all IT-Savvy urban Yuppies are on it. More than half of India‘s 47 million online population is active on Social Networking Sites According to Mint (Oct 14, 2009). Here are a few points contributing towards this trend: First mover: Clearly, Orkut has the first mover advantage in this space. There is a lot of Inertia for people to move en masse to another service. What makes a social network? Site successful is the people that are on it. Face book lost out on a big opportunity there Due to its initial focus on American markets, but is now growing in popularity in India as Well.
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Socio-Cultural factors: Social Networking Sites have been great for catching up with Long lost friends from high school or your local community. While dating is quite Common, in India sometimes it happens in subtle ways. Most users seem to shy away From exclusive dating sites like yahoo personal. Business networking: From LinkedIn stats, it looks like it is gaining new grounds in Indian market. There might also be a potential market for B2B, B2C networking sites. SMS-based sites: While Twitter does not have a large user base in India, it is primarily Due to the lack of a 40404 number. India is one of the Largest Market for SMS and Cell Phones and almost all carriers provide an array of SMS based services. It‘s time that Such services are integrated into Social Networking Sites. Interest Specific sites: Perhaps the next generation of Social Networking Sites might Aim specifically at verticals: Games, Cooking, Finance, Religion and just about any topic. Flicker is a great example for this. There are a number of Indian photography enthusiasts Who are sharing their pictures and participating on Flicker.The next wave of SOCIAL NETWORKING SITESs began when Ryze.com was launched in 2001 to help people leverage their business networks and then followed a long list of websites as shown in the timeline below.

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Figure 1: Launch Date of Major Social Websites
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2.4 About Orkut:
Orkut was launched on January 24, 2004 by Google as independent project of Orkut Büyükkökten, The community membership was originally by invitation only. At first year, United States had the largest user base. By word of mouth various Brazilians began adopting and inviting more friends, in a viral driven by the blogosphere. Soon after, Brazil surpassed U.S. in number of users and Orkut started becoming Heavily popular in Brazil. Americans then started leaving the service and switching to other similar sites such as MySpace and Friendster. From that time, Orkut growth was driven by Brazilian users, first being opened to Everyone by register and becoming one of the most popular websites in Brazil. In 2007 Orkut began attracting large amount of Indians who were not intimidated by the number of Brazilians on the site. Features: A user first creates a "Profile", in which the user provides "Social", "Professional" and "Personal" details. Users can upload photos into their Orkut profile with a caption. Users can also add videos to their profile from either YouTube or Google Video with the additional option of creating either restricted or unrestricted polls for polling a community of users. There is an option to integrate GTalk (An instant messenger from Google) with Orkut enabling chatting and file sharing. Currently GTalk has been integrated in Orkut users can directly chat from their Orkut page. One can post a message on others homepage using Scrapbook. The new features in Orkut are Themes. Users can change their interface from a wide range of colorful theme library. Themes are currently only available in Pakistan, India and Brazil. Other miscellaneous features : Members can make groups to join friends according to their wishes. Further, each Member can become fans of any of the friends in their list and can also evaluate whether their friend is "Trustworthy", "Cool", and ―Sexy" on a scale of 1 to 3 (marked by icons) and is aggregated in terms of a percentage. Unlike Face book, where a member can view profile details of people only on their network, Orkut allows anyone to visit anyone's profile, unless a potential visitor is on your "Ignore List" (this feature has been recently changed so that users can choose between showing their profile to all networks or specified ones). Importantly, each member can also customize their profile preferences and can restrict information that appear on their profile from Their friends and/or others (not on the friends list). Another feature is that any member can add any other member on Orkut to his/her "Crush List" and both of them will be informed only when both parties have added each other to their "Crush List". When a user logs in, they see the people in their friends list in the order of their logging in to the site, the first person being the latest one to do so.

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2.5 About Facebook:

Facebook is a social networking website that is operated and privately owned by Face book, Incuses can add friends and send them messages, and update their personal profiles to notify friends about themselves. Additionally, users can join networks organized by city, workplace, and school or college. Mark Zuckerberg founded Face book with his college roommates and fellow computer Science students Eduardo Saver in, Dustin Muscovite and Chris Hughes while he was a student at Harvard University. The website's membership was initially limited by the founders to Harvard students, but Was expanded to other colleges in the Boston area, the Ivy League, and Stanford University. It later expanded further to include (potentially) any university student, then high school students, and, finally, to anyone aged 13 and over. The website currently has more than 350 million active users worldwide. A January 2009 Compete.com study ranked Facebook as the most used social network by worldwide monthly active users, followed by MySpace. According Boyde & Ellison (2007), it is one of the most popular websites and more than 150,000 million users are logged into it. Features Facebook has a number of features with which users may interact. They include the Wall, a space on every user's profile page that allows friends to post messages for the user to see. Pokes, which allows users to send a virtual "poke" to each other (a notification then tells a user that they have been poked). Photos, where users can upload albums and photos; and Status, which allows users to inform their friends of their whereabouts and actions. Depending on privacy settings, anyone who can see a user's profile can also view that user's Wall. In July 2007, Facebook began allowing users to post attachments to the Wall, whereas the Wall was previously limited to textual content only. Over time, Facebook has added features to its website. On September 6, 2006, a Newsfeed was announced, which appears on every user's homepage and highlights information including profile changes, upcoming events, and birthdays of the user's friends. One of the most popular applications on Facebook is the Photos application, where users can upload unlimited albums and photos. Privacy settings can be set for individual albums, limiting the groups of users that can see an album. For example, the privacy of an album can be set so that only the user's friends can see the album, while the privacy of another album can be set so that all Facebook users can see it. Another feature of the Photos application is the ability to ―tag", or label users in a photo. For instance, if a photo contains a user's friend, then the user can tag the friend in the photo. This sends a notification to the friend that they have been tagged, and provides them a link to see the photo.

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Facebook Notes was introduced on August 22, 2006, a blogging feature that allowed tags and embeddable images. Users were later able to import blogs from Xansa, Live Journal, Blogger, and other blogging services.

2.6 About Twitter:
Twitter is a social networking and micro blogging service that enables its users to send and read other user messages called tweets. Tweets are text-based posts of up to 140 characters displayed on the author's profile page. Tweets are publicly visible by default; however senders can restrict message delivery to their friends list. Users may subscribe to other author tweets — this is known as following and subscribers are known as followers. As of late 2009, users can follow lists of authors instead of following individual authors. All users can send and receive tweets via the Twitter website, compatible external applications (such as, for smart phones), or by Short Message Service (SMS) available in certain countries. While the service is free, accessing it through SMS may incur phone service provider fees. Since its creation in 2006 by Jack Dorsey, Twitter has gained notability and popularity worldwide and currently has more than 100 million users worldwide. It is sometimes described as the "SMS of the Internet."The use of Twitter's application programming interface (API) for sending and receiving SMS from other applications often dominates the direct use of Twitter.

2.7 About Flixster:
Flixster is a social movie site allowing users to share movie ratings, discover new movies and meet others with similar movie taste. The site is based in San Francisco, CA and was founded by Joe Greenstein in 2007. Flixster is the parent of website Rotten Tomatoes since January 2010. Between November 2006 and January 2007, the number of daily page views by Alexa Toolbar users rose from fewer than 20 million per day to around 50 million per day. Alexa no longer (June 2008) provides numbers of daily page views, but the number of page views as a percentage has decreased by almost two thirds from mid-December 2007 to mid-June 2008. Quantcast.com reports that the number of global daily page views for Flixster.com peaked at 8,331,961 on January 23, 2008 and dropped to 1,325,685 by July 5, 2008 . The quality of these daily page views seems to be dropping as well. In May 2008 the average number of page views per visit reported by Compete.com was 5.1, down from
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over 16 page views per visit in May 2007. Average user stay per visit was down to 3 minutes 19 seconds in May 2008[8] compared to over 8 minutes a year before. Flixster‘s Facebook application, called "Movies", has consistently been one of the most popular apps on the site. Daily user totals peaked in December 2007, and while they consistently declined through summer 2008:

2.8 About MySpace:
MySpace is a social networking website. Its headquarters are in Beverly Hills, California[4] where it shares an office building with its immediate owner, News Corp. Digital Media, owned by News Corporation. MySpace became the most popular social networking site in the United States in June 2006. According to comScore, MySpace was overtaken internationally by its main competitor, Facebook, in April 2008, based on monthly unique visitors. MySpace employs 1,000 employees, after laying off 30% of its workforce in June 2009; the company does not disclose revenues or profits separately from News Corporation. The 100 millionth account was created on August 9, 2006, in the Netherlands.

2.9 About Hi5:
Is a social networking website on the internet? The company was founded in 2003 by Ramu Yalamanchi. Bill Gossman was appointed CEO in April 2009, and Alex St. John joined as President and CTO in November 2009. In early 2010, hi5 acquired social gaming company, Big Six. The company raised $20 million in series a venture capital from Mohr Davidow Ventures, as well as $15 million in venture debt, in 2007, and announced it had raised $3 million convertible note from existing investor Mohr Davidow, bringing the funding up to $38 million.

2.10 Popularity of social networking websites world wide
Some highlights about a study conducted by Vincos Research: Facebook has almost colonized Europe and it‘s extending its domination with more than200 millions users

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Flixster has become the single fastest-growing online source of movie information, and is also available on Facebook and MySpace, in addition to www.flixster.com. Combined, more than 20 million unique users a month visit Flixster‘s movie community. MySpace is a social networking website. Its headquarters are in Beverly Hills, California where it shares an office building with its immediate owner, News Corp. Digital Media, owned by News Corporation. MySpace became the most popular social networking site in the United States in June 2006. According to comScore, MySpace was overtaken internationally by its main competitor, Facebook, in April 2008, based on monthly unique visitors. MySpace employs 1,000 employees, after laying off 30% of its workforce in June 2009; the company does not disclose revenues or profits separately from News Corporation. The 100 millionth account was created on August 9, 2006,in the Netherlands. Orkut Although Orkut is less popular in the United States than competitors Facebook and MySpace, it is one of the most visited websites in India and Brazil. In fact, as of December 2009, 51.09% of Orkut's users are from Brazil, followed by India with 20.02% and United States with 17.28%. Hi5 is still leading in Peru, Colombia, Ecuador and other scattered countries such as Portugal, Mongolia, Romania Visits to twitter have increased 1,382 percent since last year - from 475,000 unique visitors in February 2008 to 7 million in February 2009.

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Figure 2

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3. RESEARCH METHODOLOGY
Research is an art of scientific investigation. It is defined as ―A careful investigation or Enquiry especially through search for new facts in any branch of knowledge‖. Research is a movement from the known to the unknown. It is actually a voyage of discovery. Research refers to the systematic method consisting of enunciating the problem, collecting the facts or data, analyzing the facts and reaching certain conclusions in the form of solutions towards the concerned problem. This chapter presents the methodology that will be use in the conduct of this study and will include the discussion of research design, samplings, respondents, data gathering and statistical instrument used.

3.1 Research design
A research design specifies the methods and procedures for conducting a particular study. Broadly speaking, there are 3 categories of research design – exploratory, descriptive and Casual research. An exploratory research focuses on the discovery of ideas and is generally based on Secondary data. A descriptive study is undertaken when the researcher wants to know the Characteristics of certain groups such as age, educational level, income, occupation, etc. A casual research is undertaken when the researcher is interested in knowing the cause and Effect relationship between two or more variables. The type of research used in this study is descriptive research. The study was structured and was rigid and its approach remained the same throughout the study. Research design is the blue print of the action for this study.

Following method was adopted during study-

data from consumer to understand recent development in the field.

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3.2 Sources of data
The sources of data used in this project report are both primary and secondary data. Primary data Primary data consists of original information gathered for specific purposes at hand. These are gathered for a specific purpose or for a specific research project. Primary data was collected online. A survey questionnaire was made on Consumer behavior towards Social Networking Sites Secondary data Secondary data consists of information that already exist and that were being collected in the past for some other purposes. Secondary data used in this study were collected from external sources like books, blogs, wiki etc. Some websites which were really helpful are www.managementparadise.com, www.scribd.com. There were many research journals which were referred to.

3.3 Sample design
Sampling technique adopted
The sampling technique used for survey was a non-probabilistic convenience sampling. The respondents in the sample were included merely on account that they stay in Khandwala arcade and know about Social Networking Sites.

Population
Population included men, women, girls, boys, kids.

Tools and techniques adopted
Data was collected with the help of questionnaire. The questionnaire is of structured Non disguised type. The questions are of mixed type. This was complete method followed For conducting study.

3.4 Sample size
For survey sample size was 50. Total invitations send for this was about 50 .The entire survey was complete.

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3.5 Attitudes and behaviors towards social networking sites
Social networkers fall into distinct groups Social networkers differ in their attitudes to Social Networking Sites and in their behavior While using them. Ofcom‘s qualitative research indicates that site users tend to fall into five Distinct groups based on their behaviors and attitudes. These are as follows: • Alpha Socializes – people, who used sites in intense short bursts to flirt, Meet new people, and be entertained. • Attention Seekers –people who craved attention and comments from others, Often by posting photos and customizing their profiles. • Followers –people who joined sites to keep up with what their peers were Doing. • Faithful –people who typically used Social Networking Sites to rekindle old Friendships, often from school or university. • Functional –people who tended to be single-minded in using sites for a Particular purpose.

Non-users of Social Networking Sites also fall into distinct groups
Non-users also appear to fall into distinct groups; these groups are based on their reasons For not using Social Networking Sites: • Concerned about safety – people concerned about safety online, in particular making Personal details available online. • Technically inexperienced – people who lack confidence in using the internet and Computers. • Intellectual rejecters – people who have no interest in Social Networking Sites and see Them as a waste of time.

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4. RESULT OF THE SURVEY
Following are the results which we found as per our survey about consumer behavior towards Social Networking Sites. we have divided the various variables into few factors so as to make calculations less and to make it easy to understand.

4.1 HYPOTHESIS:
People prefer facebook the most among the social networking sites. People are addicted to social networking sites. Mostly people above 18 years of age register on social networking sites. People use social networking sites to communicate, play games, chat etc Maximum users of Social Networking Sites are males. Users do not accept strangers on Social Networking Sites. Users have faced problem while office/home/work place/college/home. using Social Networking Sites at

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4.2 Survey 1. Age:
The survey showed that almost 34% of the users of Social Networking Sites come under the age group of 18. 28% of the users of Social Networking Sites come under the age group of 26-35. 22% of the users of Social Networking Sites come under the age group of 19-25. Age group of 36-45 constitutes 12% of the total population. Age group of 46+ constitutes 4% of the total population. As an entity moves from being niche to a Major Player the composition, or make-up, of its audience changes. Social networks online started out amongst the younger audience and it‘s still continues in spite of the fact that every user is required to sign a license agreement stating that he/she is above 18 yrs of age. This can be because of the exposure youngsters today get through internet and also because they are influenced by their peer groups. The minimum age for users using Social Networking Sites is above 46yrs. The reason may be because they reached the self actualisation state where in they have detached themselves from material things, the other reason could be because of family responsibilities and owing to a busy life. The survey shows that the maximum number of people using Social Networking Sites is under 18 and the minimum age of people using social networking site is 46+.

Age
4% 0 12% 34% 28% 22%
Figure 3

Under 18 19-25 26-35 36-45 46+

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2. Gender:
The survey finds that in 80% of the total users of Social Networking Sites are men. By contrast, women constitute only 20%.the reason behind males occupying a more significant proportion in the total result of the survey it may be because they more exposed to latest technology whereas women in general have household responsibilities, they work take care of children and don‘t have time to log into Social Networking Sites. This led to the result that maximum users of Social Networking Sites are males and women contributes to 20% proportion of the total usage.

Gender

20% MALE FEMALE

80%

Figure 4

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3. Occupation:
The survey shows 46% of the user are students 30%comes from the service industry,14% are the people are from self finance industry and 10% have their own business According to the survey 46% of the user of Social Networking Sites consist of students this can be because of the fact that the maximum user of Social Networking Sites are under the age group of 18, they just have the responsibility of studying and in their spare time they log on to SOCIAL NETWORKING SITES and below and 10% of the people have their own business of diamonds, clothes.etc The maximum no. of users are students with 46% and minimum are the user from business industry with 10%

Occupation
14% 10% Business Student 30% 46%

Service
Others

Figure 5

[27]

4. Do you have an account on Social Networking Sites?
According to the hypothesis we have given the survey form only to the people who have account on Social Networking Sites so therefore the result shows 100%. 100%of the people surveyed have an account on SOCIAL NETWORKING SITES

Sales
1.2 1.4 1st Qtr 3.2 8.2 2nd Qtr

Figure 6

[28]

5. On which Social Networking Sites do you have an account on?
According to the in depth study on consumer behavior towards Social Networking Sites. We have found out that 92% of the users have their account on Facebook that contributes to the maximum proportion of the total use age which is followed by Orkut with 54% of usage and then followed by Twitter with 16% and then followed by Hi5 with 10% of usage and Flixster and MySpace with 2% and the remaining Social Networking Sites constitute of 4% usage. The global rise of social networks in 2008 has primarily been driven by Facebook, which overtook MySpace to become the world‘s most popular social network. Less than four years after Harvard student Mark Zuckerberg founded Facebook in February 2004, its rapidly soaring popularity saw it included in the 2008 edition of the Collins English Dictionary Facebook is now visited by three in every ten people online across the world. It has been a mixed year for the leading players in terms of their global Footprint .Facebook and Orkut have seen huge increases in reach. Twitter and hi5 has also seen strong growth, whilst Flixster and MySpace‗s reach has stayed fairly consistent. Most of the users of SOCIAL NETWORKING SITES have account on Facebook and people use Flixster and MySpace the least..

Period you have been using SNS
0 18% 0 0 6months and below

36%
24%

1yr 2yrs 3yrs

22%
Figure 7

[29]

6. How long have you been a user of social networking site?
After the survey it was found that 36% of the users have been using Social Networking Sites from past 6 months and below.24% of the population have their account on Social Networking Sites from past two years .22% of the population have their account from past 1 year and 18% of the population have their account from past 3 years . The reason of 36% of the major population of the people using Social Networking Sites from 6 months and below is because its only recently in past few years people have become tech savvy and recently the rates of client service provider have become economical and affordable to all classes.(from higher to lower). Internet was used worldwide but it has gained popularity in India only few years ago so it's only 18% of people have been using Social Networking Sites from past 3 years. 36% of people have been using Social Networking Sites from past 6months and above that constitutes to majority of people.18% of the people have been using Social Networking Sites from past 3years that constitutes to least.

Period you have been using SNS
6months and below 36% 1yr 2yrs 3yrs 22%
Figure 8

18%

24%

[30]

7. Which social networking site do you prefer?
After the survey we have found out that 82% of the Social Networking Sites users prefer Face book. 30% of Social Networking Sites user prefers Orkut. 2% of Social Networking Sites users prefer Twitter. 0% of Social Networking Sites users are Hi5 and MySpace. It is still a single handed competition that Facebook gave to Orkut. But it is significant to see that Facebook has ousted Orkut from its crown position because of the popularity it gained in just past few years.According to the survey maximum numbers of people prefer using Facebook followed by Orkut and the least to Twitter, Hi5 and MySpace The reasons of 82% users preferring Facebook is because it is widely used because of its user friendly features and one can play games and chat simultaneously. And the 0% users of the survey have denied using Hi5 and MySpace because they are not user friendly and they are not much recognized in India. Majority of the people preferred Facebook while hi5 and MySpace was preferred least.

How Often You Log On
00 8% Everyday 22% 42% Alternate Once A Week Once A Month 28%
Figure 9

[31]

8. How often do you log on to Social Networking Sites?
Respondents with a profile on a social networking site claimed to use the sites fairly frequently, with 42% accessing their profile every day, and 28% at least every alternate day. Frequency of visiting a social networking site once in a week was 22% and once a month was 8% We can see that the majority of the people log into Social Networking Sites everyday because it‘s available to them at their homes, offices, cafes and malls. They can access it 24x7 and to those who do not have any of the above access they have web facilities on their mobile phones. 8% of the users log on to Social Networking Sites once a month may be because they are burdened with work responsibilities, and they prefer to use their leisure time by personally meeting friends, relatives rather than talking to them online. Majority [42%] of the user‟s log on to SOCIAL NETWORKING SITES Every day, whereas minimum of 8% users log on once a month.

How Often You Log On
8% 22% 42% Everyday Alternate Once A Week Once A Month 28%

Figure 10

[32]

9. How many hours do you spend on Social Networking Sites?
After the survey we have found out that 58% of Social Networking Sites user spend less than one hour. 32% of Social Networking Sites users spend between one to five hours. 4% of Social Networking Sites users spend between five to ten hours. 6% of Social Networking Sites users spend more than ten hours. 58% of the people answered to the question by saying that they spend less than one hour on Social Networking Sites maybe because they are burdened with responsibilities of studies, household, office work or maybe since our survey showed that maximum number of users are students they have constant pressure from family members to cut down the time they spend on internet. 6% of the users agreed of sitting on Social Networking Sites for more than ten hours because they may use SOCIAL NETWORKING SITES for work related purpose e.g.: students may use SOCIAL NETWORKING SITES for sending, surfing and receiving notes and business employees have many of their clients online.This increase in popularity is only half the story when it comes to the social networking phenomenon – the time people spend on these networks is also increasing dramatically. Because time spent on social networks is growing at a dramatically faster rate than the Internet average, social networks are gaining a larger share of all Internet time. 58% of the users agreed of spending less than one hour on SOCIAL NETWORKING SITES whereas 4% of the users agreed of using SOCIAL NETWORKING SITES for 5-10 hours.

The Pie diagram is in the next page.

[33]

Hours you Spend on SNS?
4% 6%

Less than 1 hour
1 to 5 32% 58% 5 to 10 More than 10

Figure 11

[34]

10. Are you addicted to Social Networking Sites?
After the survey we have found out that 68% of the Social Networking Sites users are not addicted to Social Networking Sites. Whereas, 32% of the Social Networking Sites users are addicted to Social Networking Sites. 68% of the users disagreed of being addicted to Social Networking Sites MAYBE because they wanted to be politically correct or may be because they have time constraints at home and don‘t have access to internet at their respective time. 32% of the user agreed to addiction to Social Networking Sites MAYBE because a significant amount of their peer groups, friends, relatives are on Social Networking Sites and also because internet in itself has limited scope for socializing if Social Networking Sites is taken apart. 68% of the users disagreed of being addicted to SOCIAL NETWORKING SITES whereas 32% of users agreed of being addicted to it.

Are you Addicted to SNS?
00

32% Yes No 68%

Figure 12

[35]

11. What is your main purpose of using Social Networking Sites?
After the survey we have found out that % of the Social Networking Sites users prefer 94% of users use Social Networking Sites for communication 30% of users use Social Networking Sites for network 24% of users use Social Networking Sites for work 2% of users use Social Networking Sites for others It was found that 94% of the total population used SOCIAL NETWORKING SITES for communication because communication includes chatting, posting, reading message, sending and receiving emails that comes up to the maximum usage of the SOCIAL NETWORKING SITES .It also because communication via SOCIAL NETWORKING SITES is economical as compared to that that mobile ,landline and other telecom service 2%of users replied of using SOCIAL NETWORKING SITES for other purpose because apart from communication. People used SOCIAL NETWORKING SITES for gaming, shopping, sharing and viewing videos etc. 94% of the users of the survey used SOCIAL NETWORKING SITES for communication.2% of the users used SOCIAL NETWORKING SITES for other purposes.

Main purpose to use Sns
2% 24% Communicating Network 30% 94% Work Others

Figure 13

[36]

12. Do you think you spend more time on socializing offline since you joined Social Networking Sites?
The survey showed that almost 28% of users spend more time socializing offline since they use SOCIAL NETWORKING SITES and 72% of the users disagreed that they don‘t spent more time on socializing offline since they join ed SOCIAL NETWORKING SITES. 72% of the users said that they spend less time socializing offline since they joined SOCIAL NETWORKING SITES It was shocking to see that in spite of the fact only 32% of users agreed to be addicted to SOCIAL NETWORKING SITES, they spend less time socializing offline. It could be because they are engaged in studying, doing, household chores, office work etc 28% of the users agreed of spending more time socializing offline since joining SOCIAL NETWORKING SITES. It could be because after adding new friends online and meeting them becomes a part of socializing. Also many reunions planned with Ex-school mates after joining SOCIAL NETWORKING SITES. 72% of users disagreed of spending more time socializing offline after joining SOCIAL NETWORKING SITES. Whereas 28% of the users agreed of spending more time socializing offline after joining SOCIAL NETWORKING SITES

Do you think you spend more time socializing offline?
00 28% Yes No 72%

Figure 14

[37]

13. What proportion of your online friends have you never met offline?
48% of the user agreed that they meet 5% and less online friends offline. 20% of the users said that they never meet online friends offline 18% of the users said that they meet almost 5 to 10% of online friends offline 14% -of the users said they meet more than 10% of online friends offline As per the survey we found out that 48% of the user‘s agreed of meeting 5% and less online friends offline this could be because safety and security is a major aspect while meeting online stranger. Of late many incidents like murder, rape, suicide have been occurring in which SOCIAL NETWORKING SITES played an important role. People are afraid and so they avoid meeting online friends 14% of the users agreed of meeting more than 10% of online friends offline it could be because some of the users may be outgoing, extrovert and adventurous. Some people may even use SOCIAL NETWORKING SITES to increase contacts. It may also be part of their work. 48% of the user agreed that they meet 5% and less online friends offline. 14% -of the users said they meet more than 10% of online friends offline

Proportion of online friends you meet offline
14% 18% 48% 20% None

Less than 5%
5 to 10% More than 10%

Figure 15

[38]

14. Of all your online friends, how many of them live locally?
44% of the users said that their online friends live within the same town. 32% of the users said that their online friends live within the same region. 24% of the users said that their online friends live within the same country. 44% of the users of SOCIAL NETWORKING SITES said that their online friends reside within the same town. This could be because almost half of the people add their friends‘ relatives and family friends and they reside in their locality. 24% of people agreed of having online friends in the same country because may be some family members and friends do not reside in the same state and may have gone out of state for work-study purposes. 44% of the users said that their online friends live within the same town. 24% of the users said that their online friends live within the same country.

Where do your Online friends live?
0 24% Within Same Town Within Same Region Same Country 32%

44%

Figure 16

[39]

15. Would you say since joining Social Networking Sites you are now in contact with greater number of people offline?
58% of the users said that they are more contact with friends offline 42% of the users said that they are more contact with friends offline The survey says that 58% of the users agreed that they are in contact with greater no of people offline after joining SOCIAL NETWORKING SITES. This could be because apart from adding friends, relatives, family friends and acquaintance they also add random strangers with similar interests or hobby or mutual friends. The survey says that 42% of the users agreed that they are not in contact with greater no of people offline after joining SOCIAL NETWORKING SITES because some people are introvert and restrict their friends list to only those people whom they know personally.

58% of the users said that they are more contact with friends offline 42% of the users said that they are more contact with friends offline.

After using SNS are you in more contact with friends Offline
00

42% 58%

Yes
No

Figure 17

[40]

16. What proportion of your online friends are you in contact with offline at least once a month?
46% of users are in contact with less than 10 % online friend‘s offline once a month. 20% of users are in contact with 10 to 25% online friends offline once a month.20% of users are in contact with 26 to 50% online friends offline once a month .14% of users are in contact with 51 to 75% online friends offline once a month .0% of users are in contact with More than 75% online friends offline once a month The survey shows that less than 46% of users meet less than 10% online friends offline once a month because maybe users who have Social Networking Sites may have friends, family friends, relatives reside in different places or maybe in out of the country. It is not possible for the users to meet such friends, relatives everyday so, on an average, a user of Social Networking Sites meets friends, relatives, etc once a month. The survey shows that 14% of the proportion for 51 to 75% users of Social Networking Sites meet offline friends online once a month because these users of Social Networking Sites may have friends, relatives, etc living locally, school, colleges, work place, home, etc so it makes them meet frequently. 46% of users are in contact with less than 10 % online friends offline once a month.0% of users are in contact with More than 75% online friends offline once a month

Propotion of your online friends you are in contact wid offline once a month
0% 14% 20% 20%
Figure 18

Less than 10%

46%

10 to 25% 26 to 50% 51 to 75% more than 75%

[41]

17. Rate your favorite Social Networking Sites in terms of user friendliness?
18% of users agreed that Rate of their SOCIAL NETWORKING SITES in term of Friendliness is excellent.68% of users agreed that Rate of their SOCIAL NETWORKING SITES in term of Friendliness is good.14% of users agreed that Rate of their SOCIAL NETWORKING SITES in term of Friendliness is average.0% of users agreed that Rate of their SOCIAL NETWORKING SITES in term of Friendliness is poor.0% of users agreed that Rate of their SOCIAL NETWORKING SITES in term of Friendliness is very poor. As per the survey we have found that Social Networking Sites is ―GOOD‖ in terms of user friendliness because now a days the available client service provider plans have various speeds as per the plan so the minimum speed is 256kbps to 5mbps and also because of the downloading speed and surfing speed. The search option in Social Networking Sites is also user friendly. 14% users have termed their Social Networking Sites ―AVERAGE‖ because of client service provider connection problem. They are not updated with the current features of Social Networking Sites. Also many of the users do not have accessibility of internet at their home and while they go to cyber café they have the time constraint and also the comfort ability issue. 68% of users agreed that Rate of their SOCIAL NETWORKING SITES in term of Friendliness is good .0% of users agreed that Rate of their SOCIAL NETWORKING SITES in term of Friendliness is poor.

Rate of their SNS in term of Friendliness
0% 14% 18% 0% Excellent Good Average Poor Very Poor
Figure 19

68%

[42]

18. Can you access your Social Networking Sites via mobile phone?
48% of users agreed that they can access Social Networking Sites via mobile phone 52% of users agreed that they cannot access Social Networking Sites via mobile phone. 52% users have disagreed that they can‘t access Social Networking Sites via mobile phones because may be their phone do not have facility to access internet and may be because the internet charges are not affordable. 48% users have agreed they can access Social Networking Sites via mobile phone because the users can access SOCIAL NETWORKING SITES through mobile phones anywhere. Sometimes they are so addicted to it that becomes easy for them. Status messages can be easily posted, commented in sites like Facebook, Orkut yahoo using mobile phones. The increasing popularity of social networks has resulted in increasing demand to access them on the move. Mobile is a natural fit for social networks, as consumers are used to connecting with friends via mobile calls and text. Using the phone to access social networks doesn‘t require much change in consumer mindset. Subscribers access social networks on their mobile through three primary means: by browsing over mobile Web, through downloaded applications and by SMS (text-messaging). 48% of users agreed that they can access Social Networking Sites via mobile phone .52% of users agreed that they cannot access Social Networking Sites via mobile phone.

Can you Access SNS via Mobile
00

48%

Yes No

52%

Figure 20

[43]

19. Can you access your favorite Social Networking Sites effectively using a slow connection?
32% of users agreed that they can access their favorite SOCIAL NETWORKING SITES in slow connection 68% of users agreed that they don‘t can access their favorite SOCIAL NETWORKING SITES in slow connection. 68% users have disagreed that they cannot access to Social Networking Sites effectively using a slow connection because of connectivity problem, it also depends upon the client service provider. Sites like Facebook have chat problem. Pages take time to load which frustrates the users. 32% users have agreed that they can access to slow connection effectively using a slow connection because maybe they have good client service provider. It also depends upon the demographics of the user and maybe such users are more patient. 32% of users agreed that they can access their favorite SOCIAL NETWORKING SITES in slow connection. 68% of users agreed that they don‟t can access their favorite SOCIAL NETWORKING SITES in slow connection.

Can you acess your fav. SNS in slow connection
00

32% Yes No 68%

Figure 21

[44]

20. Do you use video chat while using Social Networking Sites?
32% of users agreed that they use video chat while using SOCIAL NETWORKING SITES 68% of users agreed that they don‘t use video chat while using SOCIAL NETWORKING SITES. 68% have disagreed that they do not use video chat because they may not have the facility of web camera and do not trust strangers also the video in the web camera appears to the opposite in slow motion with lapse of time. Some users might even prefer meeting people personally rather than chatting via web cam. 32% have agreed that the use of video chat because some of their relatives, friends stay out of town and a face to face conversation is possible only through video chat at an economical rate. 32% of users agreed that they use video chat while using SOCIAL NETWORKING SITES 68% of users agreed that they don‟t use video chat while using SOCIAL NETWORKING SITES.

Do you use video chat when using SNS
00

32% Yes

No
68%

Figure 22

[45]

21. Please state your tool to use Social Networking Sites?
80% of user agreed that they use Pc for SOCIAL NETWORKING SITES 46% of user agreed that they use laptop for SOCIAL NETWORKING SITES 10% of user agreed that they use Smartphone for SOCIAL NETWORKING SITES 6% of user agreed that they use Mac for SOCIAL NETWORKING SITES 0% of user agreed that they use others for SOCIAL NETWORKING SITES. 80% users have stated that their tool to use Social Networking Sites is PC because the most important aspect is that it is economical than laptop and Mac. Secondly, it can also be easily used because of the facility of separate keyboard and mouse. The screen of PC is eye friendly. Repairing of PC cost less as compared to that of laptop and mac.6% people use Mac because it has got an excellent clarity compared to other laptops. It is user friendly. Software‘s are updated, and it is light in weight. It also has got a commendable firewall protection. 80% of user agreed that they use Pc for SOCIAL NETWORKING SITES 6% of user agreed that they use Mac for SOCIAL NETWORKING SITES

Tool to use SNS?
6% 10% 0% Laptop PC

46%

Mac
Smartphone 80% Others

Figure 23

[46]

22. How many connections or friends do you have for Social Networking Sites?
32%of users agreed that they have 10 to 40 of friends or connections. 26% of users agreed that they have 50 to 99 friends or connections 18% of users agreed that they have less than 10 friends or connections 14% of users agreed that they have 201+ friends or connections 8% of users agreed that they have 100 to 200 friends or connections. The survey shows that 32% of the users of Social Networking Sites have 10 – 40 connections of Social Networking Sites profile because, some of the users add only friends they know, are introvert, come online very rarely and also because they are concerned about their privacy and security. The survey shows that 8% of users of Social Networking Sites have 100 – 200 connections on Social Networking Sites profile because these users are extrovert, adventurous like to make friends and improve contacts. This could also because meeting people is part of their research program. 32%of users agreed that they have 10 to 40 of friends or connections on SOCIAL NETWORKING SITES 8% of users agreed that they have 100 to 200 friends or connections on SOCIAL NETWORKING SITES.

How many friends do you have for your SNS profile?
14% 18% Less than 10 10 to 40 50 to 99 26% 32% 100 to 200 201+

8%

Figure 24

[47]

23. How many social networking site communities/groups are you a member of?
66% of the users are member of 1 to 10 communities and group 22% of the users are member of none of the communities and group 10% of the users are member of 11 to 20 communities and group 2% of the users are member of 21 to 50 communities and group The survey shows that 66% of users of Social Networking Sites have 1 to 10 communities/groups or are the member of. This could be because many of the communities of the group of Social Networking Sites are mostly inactive. Owner of such communities make these groups and almost forget about them. It could also be because people join communities/groups based on their interests and liking. Users of Social Networking Sites also have many more exciting and attractive things to look forward to on networking sites. The survey shows that 2% of the users of Social Networking Sites have 21 to 50 communities/groups or are the members of. Such high rate of communities/groups are joined by 2% of the users because many users feel that when a person looks at their profile, the communities/groups tell them many things about the user‘s, likes/dislikes, preferences etc. Some of the users join community/groups so as to discuss issues, affairs, topics close to their heart or get answers to their questions and queries. Users also join communities/groups regarding subject them wish to know about. 66% of the users are member of 1 to 10 communities and group on SOCIAL NETWORKING SITES 2% of the users are member of 21 to 50 communities and group on SOCIAL NETWORKING SITES.

How many SNS communities and groups you are a member of?
10% 2% 22%

None 1 to 10 11 to 20 21 to 50
Figure 25

66%

[48]

24. Please indicate who you speak to most using Social Networking Sites?
CLOSE FRIENDS:
The survey shows that 50% of the users nearly always speak to close friends on SOCIAL NETWORKING SITES . As per the survey almost half percentage of the people of the total population talk to close friend because they have many things to share amongst them lot of similarities and they are not interested in talking to strangers. The survey show that 14% of users never speak to close friend on Social Networking Sites because users of Social Networking Sites might frequently meet their close friends, talk to them over the phones, message them. Most of the users of Social Networking Sites use their profile to get to know people and make friends etc. They would like to meet close friends face to face. 50% of the users talk to their close friends nearly always on SOCIAL NETWORKING SITES. 14% of users never speak to close friends on SOCIAL NETWORKING SITES.

Close Friends
14% Never 50%

16%

Rarely Fairly Often Nearly Always

20%

Figure 26

[49]

CO-WORKERS:
38% of the people talk to their co-workers fairly often this could be because they would like to keep their professional and personal life separate. Users of Social Networking Sites may also think of colleagues as different from their friends on a work level. They may also have work difference due to which might not be in talking terms. Nearly 6% of the people talk to their co-workers nearly always. This could be because conversation with them becomes important while they work together, it could also be because they want to know about the of prevailing conditions in the office, gossips, etc 38% of the users talk to their co-workers fairly often. 6% of the users talk to their co-workers nearly always.

co-workers
6% 22%

Never
Rarely 38% 32% Fairly Often Nearly Always

Figure2 7

[50]

FAMILY:
30% of the users agreed of speaking to their family members rarely because most of the family members of the users of Social Networking Sites live at their own household and talking to them becomes irrelevant. It could also be because they are not friendly relatives. 18% of the users agreed of speaking to their family members nearly always. Because they live far away from their family members and talking to them via Social Networking Sites is their only economical option. 30%of the users agreed of talking to their family members rarely. 18%of the users agreed if talking to their family members nearly always.

Family

18% 28% Never Rarely Fairly Often 30% 26% Nearly Always

;
Figure 28

[51]

FRIENDS:
40% of the users agreed of speaking to their friends nearly always. The main purpose of the users to create Social Networking Sites is to talk to friends. Users can share messages, gossips, photos, videos, information, etc. 14% of the users agreed of speaking to their friends never/rarely. Because users generally meet their friend everyday in school, college, workplace etc and talking to them after a point of time and become monotonous and irrelevant. 40% of the users agreed of speaking to friends nearly always. 14% of the users agreed of speaking to friends never/rarely.

Friends
14% 40% Never 14% Rarely Fairly Often Nearly Always 32%

Figure 29

[52]

PEOPLE WHO LIVE FAR AWAY:
54% of the users agreed that they talk rarely to the people who live far away because they are not in touch in terms of face value and may be because the quote ―out of sight is out of mind ―comes into the picture and also users may be busy with their own lives and burdened with responsibilities. One of the important reasons can be that if they are staying abroad there can be time difference. 8% of the users agreed that they talk nearly always to the people who live far away because may be the have greater emotional bonding with each other and may be very close family, friends and they resides far away. E.g.: son, brother, sister etc 54% of the users agreed of talking rarely to the people who live far away. 8%of the users agreed that they talk nearly always to the people who live far away.

People who live far away
8% 24%

18% Never

Rarely
Fairly Often Nearly Always 54%

Figure 30

[53]

STRANGERS:
80% of the users agreed that they never talk to strangers, because its almost risking our privacy and security. As users don‘t know them and have not met them face to face so users don‘t talk to them thinking about the future consequences of talking to strangers. 0% of the users talk to strangers nearly always because trusting them is a great risk.

80% of the users agreed that they never talk to strangers 0% of the users talk to strangers nearly always

Strangers
4% 0%

22%

Never Rarely Fairly Often Nearly Always 80%

Figure 31

[54]

25. If you are not participating with any of Social Networking Sites, what is the main reason why?
64% of the users agreed that they don‘t use Social Networking Sites because they use it to serve the internet. Mostly users‘ use internet for notes, information, projects, games, shopping etc. as internet gives vast information that no other media gives the users. 2% of the users agreed that they don‘t use Social Networking Sites because they don‘t know to join the Social Networking Sites. Some of the individuals are illiterate and uneducated so they don‘t know how to use the Social Networking Sites. 2% of the users said that they do not join Social Networking Sites because that‘s not allowed in their religion. Some of the users belong to some traditional orthodox religion which refrains them from joining Social Networking Sites. 64% of the people do not participate in SOCIAL NETWORKING SITES because they use the net to serve other purposes. 2% do not participate with any SOCIAL NETWORKING SITES because it‟s against their religion and they don‟t know to use SOCIAL NETWORKING SITES.

If not Participating with any of social networking websites what is the reason ? To Serve internet 2% 18% 2% Not interested 10% 64% I joined it once but don't enjoy doing it It's against my religion 45% I don’t know to join the SNS Other
Figure 32

[55]

26. Where do you use your internet often?
After the survey we have found out that 84 % of the Social Networking Sites users prefer surfing sitting at home. 12% of Social Networking Sites users prefer surfing from cyber. O% of Social Networking Sites users doesn‘t prefer surfing from library. 4% of Social Networking Sites users prefer surfing from their friends place. 16% of Social Networking Sites users prefer surfing from their smart phones.
Social Networking Sites can be accessed through any internet connection; however, having the internet at home, and, in particular, broadband access, increases participation in Social Networking Sites. Research by Boyd (2008) showed that young people (16 or younger) were more likely to access Social Networking Sites on the internet at home than anywhere else. Media reports have suggested that some schools, libraries and work places have banned access to these sites. If these reports reflect widespread practice, it is likely that access to the internet at home will become an increasingly important factor in use of Social Networking Sites.

84 % of the Social Networking Sites users prefer surfing sitting at home. O% of Social Networking Sites users doesn‟t prefer surfing from library.

Where do you use your Internet often?
4% 0% 12% 16% Home Cyber Library Friends place 84% Mobile phone

Figure 33

[56]

27. What do you like the most doing online?
After the survey we have found out that 38 % of the Social Networking Sites users come online to enjoy music. 34% of Social Networking Sites user comes online because they enjoy chat room. 32% of Social Networking Sites users come online because they prefer web browsing. 28% of Social Networking Sites users come online because they watch news and keep themselves updated. 22% of Social Networking Sites users come online because they play games. 18% of Social Networking Sites users come online because they use instant messages. 10% of Social Networking Sites users come online for other things. 6% of Social Networking Sites users come online for shopping and to read blogs. 38% of the survey showed that people like listening to music online because people get refreshed; when they listen to music and they also have many facilities to download songs. Only 6% of the users agreed of shopping online because people have the mentality that the product sold online could be fake and some people also tend to believe that until and unless they use their sensory organ (hands to touch, eyes to see, nose to smell and skin to feel) they cannot trust the product. And other 6% also includes booking of the rail tickets paying of bills etc. 6% of Social Networking Sites users come online for shopping and to read blogs 38 % of the Social Networking Sites users come online to enjoy music.

The Pie diagram is in the next page.

[57]

What do you like doing Online
Chat rooms
6% 32% 6% 22% 18% 28% 10% Web browsing Others 34% Music Blogs News Instant Messengers Gaming Shopping

38%

Figure 34

[58]

28. Do you visit Social Networking Sites for specific purpose in mind or goal?
After the survey we have found out that 64 % of the Social Networking Sites users don‘t come online with a specific purpose in mind or goal. 32% of the social networking site users do come online with a specific purpose in their mind or goal. According to the research it was found that 68% of the people do not have any specific purpose in mind or goal because some of the users log in to Social Networking Sites with a view to check out the latest happening of Social Networking Sites or some time even because they have just created an account. The schedule after sitting online is decided after the users have logged in. 32% of the people have the specific purpose in mind or goal because they login to Social Networking Sites with a view of shopping or chatting or downloading music etc. 64% of the Social Networking Sites users don‟t come online with a specific purpose in mind or goal. 32% of the social networking site users do come online with a specific purpose in their mind or goal.

Do you use SNS for specific purpose in mind or goal
00 32%

Yes No

64%

Figure 35

[59]

29. Are you always surprised by how much time you spend on Social Networking Sites?
After the survey we have found out that 76% of the Social Networking Sites users are not surprised by the time they spend online. 24% of the Social Networking Sites users are surprised by the time they spend online. According to the research it was found that 76% of the people are not surprised by the time they spend on Social Networking Sites because they may login with a specific purpose of downloading music or project or chatting or for notes etc. Whereas 24% of the people are surprised with the amount of time spend on Social Networking Sites may be because they don‘t have any specific goal in the mind for what they have logged in. 76% of the Social Networking Sites users are not surprised by the time they spend online. 24% of the Social Networking Sites users are surprised by the time they spend online

Are you ever surprised by the time you spend on SNS?
00 24% Yes No 76%

Figure 36

[60]

30. Have you ever said no to an activity with family or friends because of Social Networking Sites?
After the survey we have found out that 76 % of the Social Networking Sites users don‘t ignore their activity with family or friends because of Social Networking Sites. 24% of the Social Networking Sites users ignore their activity with family or friends because of Social Networking Sites. 76% of the users agreed NO to an activity with family and friends because they value relationship and understand the difference between the real world and the virtual world and bonding between family members and friends is so strong that they don‘t feel Social Networking Sites as an addiction. 24% of the users agreed to saying YES to an activity because they feel friends are more important to them and also because they are addicted to Social Networking Sites or they are in between an important conversation with the friends. 76 % of the Social Networking Sites users don‟t ignore their activity with family or friends because of Social Networking Sites. 24% of the Social Networking Sites users ignore their activity with family or friends because of Social Networking Sites.

Have you ever said no to an activity with family or friends because of SnS?
00 24% Yes No 76%

Figure 37

[61]

31. Have you ever ignored a responsibility like project/assignment because of Social Networking Sites?
After the survey we have found out that 92 % of the Social Networking Sites users don‘t ignore their responsibilities like projects or assignments because of Social Networking Sites. 8% of the Social Networking Sites users ignore their responsibilities like projects or assignments because of Social Networking Sites. 92% of the people disagreed to ignore responsibility like project or an assignment because of Social Networking Sites may be because they are not addicted to Social Networking Sites, they know their limits, they have time constraints at home and also because some of the users may want to be diplomatic and politically correct. 8% of the users agreed that they ignore responsibility like projects or assignment because of Social Networking Sites. The survey shows that the people may be addicted to Social Networking Sites and also sometime they don‘t know how the time passes by when they logged in to Social Networking Sites. Many a time instead of doing projects or assignment they chat with friends play games etc. 92 % of the Social Networking Sites users don‟t ignore their responsibilities like projects or assignments because of Social Networking Sites. 8% of the Social Networking Sites users ignore their responsibilities like projects or assignments because of Social Networking Sites.

Have you ever ignored a responsibility like project or assignment because of SNS?
00 8% Yes No

92%

Figure 38

[62]

32. Have you ever heard of the event application on Social Networking Sites?
After the survey we have found out that 66 % of the Social Networking Sites users have not heard of events on Social Networking Sites. 34% of the users of Social Networking Sites users have heard about the events on Social Networking Sites. 66% of the people have heard about the events on Social Networking Sites it is because whenever a user is logged in to a site like Facebook or Orkut the page contains a very significant amt of adds which contains may of the events like deeds of kindness, eye donation, etc. As soon as a person login be it 1ce a month or once a week he comes across the events by watching it or hearing it through friends. 34% of the users have not heard about the events on Social Networking Sites because they come to Social Networking Sites with a specific goal like chatting, downloading music, updating status, etc. So even if it's right on their page they ignore it or are simply not interested. 66 % of the Social Networking Sites users have not heard of events on Social Networking Sites. 34% of the users of Social Networking Sites users have heard about the events on Social Networking Sites.

Have you heard of an event on SNS?
00

34% Yes No 66%

Figure 39

[63]

33. Have you attended any events, due to hearing about them through Social Networking Sites?
After the survey we have found out that 84% of the Social Networking Sites users have not attended any event by hearing on Social Networking Sites. 16% of the users of Social Networking Sites users have attended the events by hearing about the events on Social Networking Sites. 16% of the users have attended events on Social Networking Sites because they are motivated of events that they go for e.g. for blood donation, eye donation camps. They are also interested in social cause events. 84% people have not attended the events because they ignore or are not interested in such social events or they are too busy with their own responsibilities. 84% of the Social Networking Sites users have not attended any event by hearing on Social Networking Sites. 16% of the users of Social Networking Sites users have attended the events by hearing about the events on Social Networking Sites.

Have you attened any events due to hearing about them on SNS?
00 16% Yes No 84%

Figure 40

[64]

34. Please answer the following in regards to the social networking site you chose?
PRIVACY PROTECTION:
32% of the people have said they are not at all personally protected because the main privacy concern of any user of Social Networking Sites is hacking the profile and morphing of the photos from profile. Users refrain from putting their own pictures just to be assured of the security. Your personal information from Social Networking Sites can be easily hacked. Now a day‘s people also create fake profiles. 20% of the people‘s profile is highly protected because today‘s Social Networking Sites are highly advanced in privacy option which enables the users to hide their personal information AND make it visible to their friends and friends list only. Users today have become net smart and add only the people whom they know personally and so the question of privacy protection does not arise at all. 32% of the people have said they are not at all personally protected .20% of the people‟s profile is highly protected

Privacy Protected

24%

32%

Not at all A little Somewhat

20% 20%

Highly

Figure 41

[65]

2. MEETING NEW PEOPLE:
34% of the people disagree to use Social Networking Sites if it helps to meet new people. This can be because the area of research was an Indian locality. People in India are still conservative to the extend they are at little conscious of meeting strangers. Also some users are introvert, too busy and have many responsibilities. 14% of the people feel that they will continue to use Social Networking Sites regardless of its privacy policy if it helps them making new people friends. This maybe because they are Extrovert, open to changes, their work profile includes meeting new people. 34% of the people disagree to use Social Networking Sites if it helps to meet new people. 14% of the people feel that they will continue to use Social Networking Sites regardless of its privacy policy if it helps them making new people friends.

Privacy to meet new people
14% 34% 22% Not at all A little Somewhat Highly 30%

Figure 42

[66]

3. TOUCH WITH NEW FRIENDS:
32% of the people feel that they will use Social Networking Sites regardless of the privacy policy if it helps to stay in touch with people a little because users who stay in touch with each other through mobile phones, messages, is a bit expensive compared to Social Networking Sites also because Social Networking Sites gives the facility of meeting all friends under one roof. 18% of the people feel that they are not at all in touch with new friends because users feel threatened. They don‘t depend on Social Networking Sites to be in touch with people, more over it does not allow face to face communication and also because there other modes of communication like mobile phones, messaging services, etc. 32% of the people feel that they will use Social Networking Sites regardless of the privacy policy.18% of the people feel that they are not at all in touch with new friends.

To stay in touch with new friends

18% 28% Not at all A little Somewhat 32% 24% Highly

Figure 43

[67]

4. IF IT‟S POPULAR:
38% of the people would use Social Networking Sites a little regardless of its privacy policies if its popular because the users feel that there is more to life than Social Networking Sites they have others modes to be social and they are detached from material aspect of the popularity of the Social Networking Sites. 8% of the people highly use to Social Networking Sites because Social Networking Sites today is the fashion statement of the today‘s world. Users feel embarrassed or shameful if they do not have an account on Social Networking Sites. Users feel that they are not updated with the current trends of the world so the popularity is an important aspect of Social Networking Sites. 38% of the people would use Social Networking Sites a little regardless of its privacy policies.8% of the people highly use to Social Networking Sites

Privacy policy stay in touch with new friends
18%
Not at all A little Somewhat 32% 24% Highly

28%

Figure 44

[68]

5. WORRY AND EMBARRASMENT:
32% of the people feel that they will be embarrassment a little by information others post about them because they think that their friends, relatives and family friends know them better. Posting something irrelevant or unethical by other members would not affect them. 18% are highly affected because they are highly worried about the reputation and also think that added friends in the friends list would have a negative impact about them. 32% of the people feel that they will be embarrassment a little by information others post about them.18% are highly affected by what others post about them.

Worry and embrassment
14% 30% 22% Not at all A little Somewhat Highly 32%

Figure 45

[69]

6. MISUSE OF PERSONAL INFORMATION:
30% of the people feel that they trust Social Networking Sites a little that their personal information would not be used for any other purpose because it is world renounced trusted site and they would not break the trust of the user and also because of the amount of people who have their account on Social Networking Sites is so large that trusting them becomes apparent. Since it also includes sites like Twitter that have celebrity profiles. 20% of the people that they not at all trust Social Networking Sites .This is because sites like Facebook, Orkut, Hi5 etc are world renowned sites and many a times people make fake accounts and surrogate sites clutter at email boxes. 30% of the people feel that they trust Social Networking Sites a little.20% of the people that they not at all trust Social Networking Sites.

Misuse of Personal information

24%

20% Not at all A little Somewhat Highly

24%

30%

Figure 46

[70]

35. Please state the privacy controls or methods you use in your chosen social networking site?
1. LOCK THE PROFILE:
34% of the people believed in locking the profile as a highly effective privacy control method. 14% of the people believed that locking the profile is a somewhat effective privacy control method. Locking of the profile includes making visibility changes; i.e. restricting who can see your profile, personal information, photos, videos etc .It is considered as a highly safe option because the user can decide which content should be shown to all, to friends and family members. 14%of the people feel that locking the profile is somewhat effective technique because due to the advancement of technology there always exist the threat of hacking. Also because most of the content can‘t be hided to the friends in the friends list, so even if you have one wrong person in your friends list, the chances of risk increase. 34% of the people believed in locking the profile as a highly effective privacy control method. 14% of the people believed that locking the profile is a somewhat effective privacy control method.

Lock profile

34%

24%

Not at all A little Somewhat Highly

14%

30%

Figure 47

[71]

2. FAKE OR INACCURATE INFORMATION:
46%of the people not at all agreed that giving fake information is helpful in SOCIAL NETWORKING SITES. 42% of the people agreed of giving a little fake info on Social Networking Sites 16% of the people somewhat agreed of giving fake info on SOCIAL NETWORKING SITES 2% of the people agreed that giving fake information is highly effective. Giving fake or inaccurate information is not at all helpful because then the other users have fake perception of you i.e. they may not know the real ―you‖. Long ter m relationships cannot be made using fake information. In contrast 2% of user agreed that giving fake information is effective maybe because users can give opinions, suggestions, advice on topics that are close to his heart yet controversial. It also helps the users to be relaxed since even if the profile is hacked they have nothing to lose. 46%of the people not at all agreed that giving fake information is helpful in SOCIAL NETWORKING SITES. 2% of the people agreed that giving fake information is highly effective.

Fake or inacurate info.
2% 16% 46% Not at all

A little
Somewhat Highly

42%

Figure 48

[72]

3. Take no action/accept default private settings:
46% of the users said that they would not at all accept default private settings.42%of the people said that they would accept default private setting a little.16% of the users said that they would somewhat agree to the default privacy settings.2% of the users agreed of highly accepting default privacy settings. Privacy setting in sites like Facebook and Orkut in the default mode allow significant amount of data to be shared by strangers. This may include important personal information of the users like address, telephone number, email id etc. Therefore 46% of the users of the survey do not agree with default private settings. 2%of the users highly accept default private settings of SOCIAL NETWORKING SITES may be because they only add people whom they know closely and sharing information with them is not a problem. It may be also because some of the users do not mind sharing personal information with strangers. 46% of the users said that they would not at all accept default private settings.2% of the users agreed of highly accepting default privacy settings.

Take no action
2% 16% 46% Not at all A little Somewhat 42% Highly

Figure 49

[73]

4. Others:
24%of the users agreed of using no other private settings.16%of the users agreed of using a little of other settings.8% of the users agreed of using highly effective other settings.6% of the users agreed of using somewhat other settings. 24%of the users agreed of using no other private settings. This could be because the settings offered by the SOCIAL NETWORKING SITES in itself is almost safe and even if the users is not happy with the settings there is very little a user can do about it. 6% of the users agreed of using somewhat other settings. This could include not uploading your real photos, adding only people whom you know, not clicking on links and advertisements. 24%of the users agreed of using no other private settings.6% of the users agreed of using somewhat other settings.

Others
8% Not at all 6% 24% A little Somewhat 16% Highly

Figure 50

[74]

36. Please indicate what information you include on your

social networking site.
After the survey is done we can see that 90% of the Social Networking Sites user includes email as information on Social Networking Sites. 64% of the Social Networking Sites user includes home town or city as information on their Social Networking Sites account. 58% of the Social Networking Sites user includes photographs of themselves as information on their Social Networking Sites. 54% of the Social Networking Sites user includes their name as information on their Social Networking Sites. 46% of the Social Networking Sites users include their relationship status as information on their Social Networking Sites. 42% of the Social Networking Sites users include photographs of other as information on their Social Networking Sites. 30% of the Social Networking Sites users give their mobile numbers as information on their Social Networking Sites. 26% of the Social Networking Sites use instant messenger as their information on their Social Networking Sites. 22% of the Social Networking Sites users give their sexual orientation as information on their Social Networking Sites. 18% of the Social Networking Sites users give their political views as information on their Social Networking Sites. 6% of the Social Networking Sites users give other details as their information on Social Networking Sites. 90% of the Social Networking Sites user includes email as information on Social SITES is impossible without having an email Id. When a users registers on a SOCIAL NETWORKING SITES he is asked for an email Id. More over having a email id will not suffice, it should be a verified, confirmed and registered email id. 6% of the Social Networking Sites users give other details as their information on Social Networking Sites. The other option may include address, telephone number, high school/college, family details etc.

The Pie diagram is in the next page.

[75]

Please indicate what information you include on your SNS?
Email Home town or city Instant Messenger Mobile phone no. Photogarphers of others Photographs of yourself Political views Real name Realtionship status Sexual orientation Others
Figure 51

[76]

37. What client service do you use?
84% of the users agreed of using MTNL as their client service provider. 10% of the users agreed of using Hathway as their client service provider. 4%agreed of using Sify and other client service provider like Tikona etc. 84% of the users agreed that MTNL has good client service because most of the people have MTNL landline connections. Also MTNL has an added feature of Wi-Fi system which is very user friendly to the users. It also has excellent connectivity. 2% of the users agreed with others client service providers like plug to serve because they feel they travel a lot and plug to serve net can be carried where ever they go and it is easily accessible. 84% of the users agreed of using MTNL as their client service provider. 4%agreed of using sify and other client service provider like tikona etc.

What client service do you use?
4% 4% 10%

Mtnl Hathway Sify Others 84%

Figure 52

[77]

38. Have you received lessons on how to stay safe on internet?
44%of the users‘ disagreed having received safety lessons on how to stay safe on internet. 56% of the users received safety lessons on internet. 44% of the users disagreed that they do not receive safety lessons about internet because they trust their opponent user. And they are mature enough to know what is wrong or what is right. 56% of the users agreed that they receive lessons to stay safe on Social Networking Sites by their parents, friends and family member because they feel that their child or friend or colleague should be secured and should be safe while surfing internet. The user should not be misguided or fooled. 44%of the users‟ disagreed having received safety lessons on how to stay safe on internet. 56% of the users received safety lessons on internet.

Have you received lessons on how to stay safe on the internet?
00

44% 56%

Yes No

Figure 53

[78]

39. If „yes‟ did you find the lessons useful?
54% of the users found the lessons not useful 46% of the users found the lessons useful As we see in the above question 44% users have receive lessons to stay safe on internet, so we conclude that out of the total lessons received 46% of the lessons are useful to them which made them alert and aware about pro‘s and con‘s of using Social Networking Sites.. 54% of the lesson was not useful because they only added friends and they do not upload photos, videos, etc. And maybe they were already aware of it. 54% of the users found the lessons not useful 46% of the users found the lessons useful

Did you find the lessons useful?
00

46% 54%

Yes

No

Figure 54

[79]

40. Do you click on ads on Social Networking Sites?
20% of the users agreed that they click on ads which appear on Social Networking Sites80% of the users disagreed that they do not click on ads which appear on Social Networking Sites 80% of the users disagreed that they do not click on ads which appear on Social Networking Sites profile because they don‘t find it useful and reliable and they think the ads are not useful to them and do not connect to them. 20% of the users agreed that they click on ads which appear on Social Networking Sites profile because they find it useful, resourceful, less time consuming and effortless.

20% of the users agreed that they click on ads which appear on Social Networking Sites. 80% of the users disagreed that they do not click on ads which appear on Social Networking Sites

Do you Clicks on Ads SNS, if yes how many times
00 20% Yes No 80%

Figure 55

[80]

41. How accessible do you find Social Networking Sites in general?
72% of the users agreed that Social Networking Sites accessible.
18% of the users agreed that Social Networking Sites is very accessible

8% of the users agreed that the Social Networking Sites is low accessible 72% of the users agreed that Social Networking Sites accessible because the user‘s client service provider is good and the speed of downloading is fast. Communication is rapid worldwide. 8% of the users agreed that the Social Networking Sites is low accessible because the client service provider are bad the speed of downloading is slow. Communication is not rapid worldwide. 72% of the users agreed that Social Networking Sites accessible.8% of the users agreed that the Social Networking Sites. Is low accessible

How Accessible do you find SNS in general?
0 8% 18% Very Accessible Accessible Low Acessible 72%

Figure 56

[81]

42. If you do not use social networking site, why don‟t you use them?
After the survey we have found that 50% of the people say that they do not have time for Social Networking Sites. 24% of the people say that they have other communication facility so they don‘t use Social Networking Sites. 16% of the people say that they have other things so they don‘t use Social Networking Sites. 10% of the people say that they are not interested in using Social Networking Sites. 2% of the people say that they don‘t know to use the Social Networking Sites. 50% of the users agreed that they have no time to use Social Networking Sites because they are burdened with their life and responsibilities. Students are busy with projects and assignments. Business people are busy with their hectic schedule and working people are busy with their own jobs. 2% of the users agreed that they don‘t know to use Social Networking Sites because they are not aware about technology and maybe because they are not uneducated and illiterate. 50% of the people say that they do not have time for Social Networking Sites.2% of the people say that they don‟t know to use the Social Networking Sites.

The Pie diagram is in the next page. [82]

If you dnt use SNS why don’t you use them?
No tym 16% 10% 50%

Don’t Know to use them
Other communication Not interested

24% 2%
Figure 57

Others

[83]

43. On Social Networking Sites do you?
42% of the users post and read messages on SOCIAL NETWORKING SITES. 10% of the users read messages on SOCIAL NETWORKING SITES. 6% of the users post messages on SOCIAL NETWORKING SITES. 42% of the users post and read messages on SOCIAL NETWORKING SITES because it becomes apparent when user posts a status, people comment on it and when people update their status, the user comments on it. This becomes a part of socializing n SOCIAL NETWORKING SITES. Some people are so busy with their household work, college projects, office work that they log on to SOCIAL NETWORKING SITES just to have glimpse of what‘s happening. They update their status message or write what is going on their life and log off. 42% of the users post and read messages on SOCIAL NETWORKING SITES 6% of the users post messages on SOCIAL NETWORKING SITES.

On SNS do you ?
0 6% 10% Post messages Read messages Do both 42%

Figure 58

[84]

44. Would you accept strangers who added you as friends on Social Networking Sites?
78%of the users do not accept strangers on Social Networking Sites 22% of the users accepted strangers on Social Networking Sites. 78% of the users do not accept strangers because they are worried about their security online. They prefer people they know since, chances of cheating and fake accounts are scarce. These users may be introvert and may keep only to themselves. 22% of the users accepted strangers maybe because of their outgoing and extrovert nature. Some users are adventurers and like to improve contacts. It may also be part of their research program. 78%of the users do not accept strangers on Social Networking Sites 22% of the users accepted strangers on Social Networking Sites.

Would you accept strangers on SNS?
00 22%

78%

Figure 59

[85]

45. Have you faced problem while using Social Networking Sites in your office/work place/college/home?
68% of the users have not faced problem while using Social Networking Sites in office/work place/college/home. 32% of the users have faced problem while using Social Networking Sites at office/home/work place/college/home. 68% of the users have not faced problem while using social networking sites because they are not addicted to social networking sites, it may also be because they have time constraints at home. They may have work responsibilities and they may even be busy with household chores. Some of the sites like face book and Orkut are restricted in colleges and at work place. 32% of the users have faced problems while using Social networking sites at office/work/college/home because maybe they are addicted to social networking sites and were caught while surfing Social networking sites. It may be because their profile was misused, hacked or fake profile was created.

Have you faced problems while using SNS in your office,workplsce,coll,home
00

32% Yes No 68%

Figure 60

[86]

46. Please state whether you consider the privacy controls of your social networking site to be adequate in protecting the following information:
INTIMATE SECRETS:
44% of the users feel that privacy controls for intimate secrets is a little adequate. 28% of the users feel that privacy controls for intimate secrets is somewhat adequate. 30% of the users feel that privacy controls for intimate secrets is not at all adequate.

GOSSIP:
36% of the users feel that privacy controls for gossips is a little adequate. 36% of the users feel that privacy controls for gossips is somewhat adequate. 24% of the users feel that privacy controls for gossips is not at all adequate.

FINANCIAL INFORMATION:
36% of the users feel that privacy controls for financial information is a little adequate. 26% of the users feel that privacy controls for financial information is somewhat adequate. 42% of the users feel that privacy controls for financial information is not at all adequate.

DATING HISTORY:
30% of the users feel that privacy controls for dating history is a little adequate. 22% of the users feel that privacy controls for dating history is somewhat adequate. 46% of the users feel that privacy controls for dating history is not at all adequate.

RELIGIOUS:
38% of the users feel that privacy controls for religion is a little adequate. 28% of the users feel that privacy controls for religion is somewhat adequate. 36% of the users feel that privacy controls for religion is not at all adequate.

PROFESSIONALS:
46% of the users feel that privacy controls for professionals is a little adequate. 22% of the users feel that privacy controls for professionals is somewhat adequate. 26% of the users feel that privacy controls for professionals is not at all adequate.

[87]

LIFESTYLE:
68% of the users feel that privacy controls for lifestyle is a little adequate. 34% of the users feel that privacy controls for lifestyle is somewhat adequate. 24% of the users feel that privacy controls for lifestyle is not at all adequate.

Intimate Secrets

28% 30%

44%

Gossip

24%
26%

36% 36% Somewhat A little 36% 42% Not at all

Financial info.

Dating History 0%

22% 30% 20%
Figure 61

46% 60%

40%

[88]

Religious

28% 38% 36% 22% 26% 46%

Somewhat A little Not at all

Professionals

lifestyle 0% 20%

34% 24% 40%
Figure 62

68% 60% 80%

[89]

47. Are you addicted to any social networking sites?
The survey shows that 76% of the users are addicted to face book. 20% of the users are addicted to Orkut. 6% of the users are addicted to other social networking sites. 0%of the users are addicted to twitter. Most of the users are addicted to Facebook because of its user friendliness, events, status updates, games etc. 0% of the users are addicted to twitter because it is a recent social networking site in India. People have registered themselves with twitter; however they are still not addicted to it. Moreover users can just update their status messages on twitter unlike in Facebook where people can do variety of stuffs.

Are you addcited to any SNS?
0% 6% 20% Facebook Orkut Twitter 76% Others

Figure 63

[90]

5. RESULTS AND FINDINGS:
The survey shows that the maximum number of people using Social Networking Sites is under 18 and the minimum age of people using social networking site is 46+. This led to the result that maximum users of Social Networking Sites are males and women contributes to 20% proportion of the total usage. This led to the result that maximum users of Social Networking Sites are males and women contributes to 20% proportion of the total usage. 100%of the people surveyed have an account on SOCIAL NETWORKING SITES Most of the users of SOCIAL NETWORKING SITES have account on Facebook and people use Flixster and MySpace the least. 36% of people have been using Social Networking Sites from past 6months and above that constitutes to majority of people.18% of the people have been using Social Networking Sites from past 3years that constitutes to least. Majority of the people preferred Facebook while hi5 and MySpace was preferred least. Majority [42%] of the user‘s log on to SOCIAL NETWORKING SITES Every da y, whereas minimum of 8% users log on once a month. 58% of the users agreed of spending less than one hour on SOCIAL NETWORKING SITES whereas 4% of the users agreed of using SOCIAL NETWORKING SITES for 510 hours. 68% of the users disagreed of being addicted to SOCIAL NETWORKING SITES whereas 32% of users agreed of being addicted to it. 94% of the users of the survey used SOCIAL NETWORKING SITES for communication.2% of the users used SOCIAL NETWORKING SITES for other purposes. 72% of users disagreed of spending more time socializing offline after joining SOCIAL NETWORKING SITES. Whereas 28% of the users agreed of spending more time socializing offline after joining SOCIAL NETWORKING SITES

[91]

48% of the user agreed that they meet 5% and less online friends offline. 14% -of the users said they meet more than 10% of online friend's offline 44% of the users said that their online friends live within the same town. 24% of the users said that their online friends live within the same country. 58% of the users said that they are more contact with friend's offline 42% of the users said that they are more contact with friend's offline 46% of users are in contact with less than 10 % online friends offline once a month.0% of users are in contact with More than 75% online friends offline once a month 68% of users agreed that Rate of their SOCIAL NETWORKING SITES in term of Friendliness is good .0% of users agreed that Rate of their SOCIAL NETWORKING SITES in term of Friendliness is poor. 48% of users agreed that they can access Social Networking Sites via mobile phone .52% of users agreed that they cannot access Social Networking Sites via mobile phone. 32% of users agreed that they can access their favorite SOCIAL NETWORKING SITES in slow connection. 68% of users agreed that they don‘t can access their favorite SOCIAL NETWORKING SITES in slow connection. 32% of users agreed that they use video chat while using SOCIAL NETWORKING SITES 68% of users agreed that they don‘t use video chat while using SOCIAL NETWORKING SITES. 80% of user agreed that they use Pc for SOCIAL NETWORKING SITES 6% of user agreed that they use Mac for SOCIAL NETWORKING SITES 32%of users agreed that they have 10 to 40 of friends or connections on SOCIAL NETWORKING SITES 8% of users agreed that they have 100 to 200 friends or connections on SOCIAL NETWORKING SITES.

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66% of the users are member of 1 to 10 communities and group on SOCIAL NETWORKING SITES 2% of the users are member of 21 to 50 communities and group on SOCIAL NETWORKING SITES. 50% of the users talk to their close friends nearly always on SOCIAL NETWORKING SITES. 14% of users never speak to close friends on SOCIAL NETWORKING SITES. 38% of the users talk to their co-workers fairly often. 6% of the users talk to their co-workers nearly always. 30%of the users agreed of talking to their family members rarely. 18%of the users agreed if talking to their family members nearly always. 40% of the users agreed of speaking to friends nearly always. 14% of the users agreed of speaking to friends never/rarely. 54% of the users agreed of talking rarely to the people who live far away. 8%of the users agreed that they talk nearly always to the people who live far away. 80% of the users agreed that they never talk to strangers 0% of the users talk to strangers nearly always 64% of the people do not participate in SOCIAL NETWORKING SITES because they use the net to serve other purposes. 2% do not participate with any SOCIAL NETWORKING SITES because it‘s against their religion and they don‘t know to use SOCIAL NETWORKING SITES. 84 % of the Social Networking Sites users prefer surfing sitting at home. O% of Social Networking Sites users doesn‘t prefer surfing from library. 6% of Social Networking Sites users come online for shopping and to read blogs 38 % of the Social Networking Sites users come online to enjoy music. 64% of the Social Networking Sites users don‘t come online with a specific purpose in mind or goal. 32% of the social networking site users do come online with a specific purpose in their mind or goal. 76% of the Social Networking Sites users are not surprised by the time they spend online. 24% of the Social Networking Sites users are surprised by the time they spend online 76 % of the Social Networking Sites users don‘t ignore their activity with family or friends because of Social Networking Sites.
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24% of the Social Networking Sites users ignore their activity with family or friends because of Social Networking Sites. 92 % of the Social Networking Sites users don‘t ignore their responsibilities like projects or assignments because of Social Networking Sites. 8% of the Social Networking Sites users ignore their responsibilities like projects or assignments because of Social Networking Sites. 66 % of the Social Networking Sites users have not heard of events on Social Networking Sites. 34% of the users of Social Networking Sites users have heard about the events on Social Networking Sites. 84% of the Social Networking Sites users have not attended any event by hearing on Social Networking Sites. 16% of the users of Social Networking Sites users have attended the events by hearing about the events on Social Networking Sites. 32% of the people have said they are not at all personally protected .20% of the people‘s profile is highly protected 34% of the people disagree to use Social Networking Sites if it helps to meet new people. 14% of the people feel that they will continue to use Social Networking Sites regardless of its privacy policy if it helps them making new people friends. 32% of the people feel that they will use Social Networking Sites regardless of the privacy policy.18% of the people feel that they are not at all in touch with new friends. 38% of the people would use Social Networking Sites a little regardless of its privacy policies.8% of the people highly use to Social Networking Sites 32% of the people feel that they will be embarrassment a little by information others post about them.18% are highly affected by what others post about them. 30% of the people feel that they trust Social Networking Sites a little.20% of the people that they not at all trust Social Networking Sites. 34% of the people believed in locking the profile as a highly effective privacy control method. 14% of the people believed that locking the profile is a somewhat effective privacy control method. 46%of the people not at all agreed that giving fake information is helpful in SOCIAL NETWORKING SITES. 2% of the people agreed that giving fake information is highly effective.

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46% of the users said that they would not at all accept default private settings.2% of the users agreed of highly accepting default privacy settings. 24%of the users agreed of using no other private settings.6% of the users agreed of using somewhat other settings. 90% of the Social Networking Sites user includes email as information on Social Networking Sites. 6% of the Social Networking Sites users give other details as their information on Social Networking Sites. 84% of the users agreed of using MTNL as their client service provider. 4%agreed of using sify and other client service provider like tikona etc. 44%of the users‘ disagreed having received safety lessons on how to stay safe on internet. 56% of the users received safety lessons on internet. 54% of the users found the lessons not useful 46% of the users found the lessons useful 20% of the users agreed that they click on ads which appear on Social Networking Sites. 80% of the users disagreed that they do not click on ads which appear on Social Networking Sites 72% of the users agreed that Social Networking Sites accessible.8% of the users agreed that the Social Networking Sites. Is low accessible 50% of the people say that they do not have time for Social Networking Sites.2% of the people say that they don‘t know to use the Social Networking Sites. 42% of the users post and read messages on SOCIAL NETWORKING SITES 6% of the users post messages on SOCIAL NETWORKING SITES. 78%of the users do not accept strangers on Social Networking Sites 22% of the users accepted strangers on Social Networking Sites. 68% of the users have not faced problem while using Social Networking Sites in office/work place/college/home. 32% of the users have faced problem while using Social Networking Sites at office/home/work place/college/home.

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6. CONCLUSION:
Social Networking has been the global consumer phenomenon of 2008.Two-thirds of the world‘s Internet population visit a social network or blogging site and the sector now accounts for almost 10% of all internet time. ‗SOCIAL NETWORKING SITES‘ has overtaken personal Email to become the world‘s fourth most popular online sector after search, portals and PC software applications. The story is consistent across the world,‘ SOCIAL NETWORKING SITES‘ has taken foothold in every major market from 50% of the online population in Switzerland and Germany to 80% in Brazil. Facebook has become the largest player on the global stage, dominant in many countries, yet localised offerings have won the day in many others. However, the growth in popularity of social networks – and the resultant broadening audience – is only half the story. The staggering increase in the amount of time people are spending on these sites is changing the way people spend their time online and has ramifications for how people behave, share and interact within their normal daily lives. Consequently, the global media and advertising industries are faced with new challenges around the opportunities and risks this new consumer medium creates. Social networks provide competition to traditional publishers for consumer attention and at the same time, facilitate new ways for publishers and advertisers to connect with their Audiences. So how do they need to change their strategies accordingly? Consumer engagement within social networks has the potential to change the way consumers are targeted, not just through the digital medium, but through all forms of traditional media. Whilst a few billion dollars of ad revenue can‘t be wrong, the prevailing wisdom is that the current level of advertising activity on social networks isn‘t consummate with the size – and highly engaged levels – of the audience. The social networks and advertising industry haven‘t quite yet found that magic formula to make this happen. The industry is faced with a real ‗Catch-22‘situation. Part of Facebook‘s extraordinary subscriber growth is due to a clean design with little advertising clutter; consequently, the audience growth hasn‘t been accompanied by a similar surge in advertising revenue. On the other hand, Orkut‘s more customisable entertainment and content-oriented offering – carrying more advertising –has been more successful at attracting advertising revenue, yet Orkut‘s audience is flattening. The industry will be watching very closely at which one of these fundamental differences in strategy will prove the most successful in attracting advertising revenue in 2009.This report puts the global social network phenomenon during 2008 into context, providing insights and lessons for the networks themselves, advertisers and the media industry on how to take advantage of what‘s happening online around ―Global Faces and Networked Places‖.

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Questionnaire:
1. Name: __________________________ 2. AGE:      UNDER 18 19-25 26-35 36-45 46+

3. GENDER:   Male Female

4. CITY/SUBURB:______________

5. What is your occupation?     Business owner Student Service Other

6. Please specify your career? _______________________

7. DO YOU HAVE AN ACCOUNT ON SOCIAL NETWORKING SITES?

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 

YES NO

8. IF YES, ON WHICH SOCIAL NETWORKING SITES YOU HAVE AN ACCOUNT?        FACEBOOK ORKUT TWITTER FLIXTER MYSPACE HI-5 OTHERS SPECIFY:

9. HOW LONG HAVE YOU BEEN A SOCIAL NETWORKING SITE USER?     6MONTHS AND BELOW 1YEAR 2YEAR 3YEAR+

10. WHICH SOCIAL NETWORKING SITE DO YOU PREFER?       FACEBOOK ORKUT MYSPACE TWITTER HI-5 OTHERS, SPECIFY
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11. HOW OFTEN DO YOU LOG ON?     EVERYDAY ALTERNATE DAYS ONCE A WEEK ONCE A MONTH

12. HOW MANY HOURS DO YOU SPEND ON SOCIAL NETWORKING SITES?     LESS THAN 1 HOUR 1-5 5-10 10>

13. Are you addicted to SNS?   Yes No

14. WHAT IS YOUR MAIN PURPOSE FOR USING SNS?     Communicating and connecting with existing friends networking (meeting new people online) Work (business, school, college etc)? Other
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15. Do you think you spend less or more time socializing offline since you joined SNS?   YES NO

16. What proportions of your online “friends” have you never met offline?     None Less than 5% 5-10% more than 10%

17. Of all your online “friends”, how many of them live locally? What proportion of them live    Within the same town Within the same region Same country

18. Would you say since joining Face book you are now in contact with greater or lesser number of people offline, on a weekly basis?   YES NO

19. What proportion of your online “friends” are you in contact with offline at least once a month?
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    

Less than 10% 10-25% 26-50% 51-75% greater than 75%

20. Rate your favorite social network in terms of user friendliness.      Excellent Good Average Poor Very poor

21. Can you access your social network via mobile phone?   YES NO

22. Can you access your favorite social network effectively using a slow connection?   YES NO

23. Do you use video chat when using social networks?   YES NO
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24. Please state your tool to use social network (you can choose more than one choice?      Laptop Pc Mac Smartphone Others

25. How many connections (“Friends”) do you have for your SNS profile (on average)?      Less than 10 10-40 50-99 100-200 201 +

26. How many social networking sites communities/ groups are you a member of?     None 1-10 11-20 21-50

27. Please indicate who you speak to most using social networking sites?

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Never Rarely Fairly often Close friends Co-workers Family Friends

Nearly Always

People that live far away Strangers / people you do not already know

28. If you are NOT participating with any of social networking websites, what is the main reason why?       to serve the Internet I am not interested in joining social networking sites I joined it once but I don’t enjoy doing it It’s against my religion I don’t know to join the social networking sites Other

29. Where do you use your internet often?     Home Café Library friends place
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

mobile phone

30. What do you like the most doing online?          chat rooms music blogs news instant messengers gaming shopping web browsing others

31. Do you visit SNS for specific purpose in mind or goal?   yes no

32. Are you always surprised by how much time you spend on SNS?   yes no

33. Have you ever said no to an activity with family or friends because of SNS?   yes no

34. Have you ever ignore a responsibility like project or assignment because of SNS?   no
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yes

35. Have you heard of the Event application on SNS?   yes no

36. Have you attended any events, due to hearing about them through SNS?   Yes no

37. Please answer the following in regards to the social networking site you chose:

Not at all

A little

Somewhat Highly

I feel that the privacy of my personal information is protected

I trust it will not use my personal information for any other purpose I worry that I will be embarrassed by information others post about me on it I would continue to use it regardless of its privacy policy if it helps me meet new people I would continue to use it regardless of its privacy policy if it helps me stay in touch with friends I would continue to use it regardless of its privacy policy if it is popular

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38. Please state the privacy controls or methods you use in your chosen social networking site.

Lock profile so only people I know can view it Provide some fake or inaccurate information Take no action / accept the default privacy settings Other - please state

Not all

at A little

Somewhat

Highly

39. Please state whether you consider the privacy controls of your social networking site to be adequate in protecting the following information: Not at A little all Dating history Financial information (e.g. info on things you buy, where you buy from, etc) Gossip between friends Intimate secrets Lifestyle related (e.g. photos, blogs, history etc) Professional / work related information Religious / political beliefs Somewhat

40. Please indicate what information you include on your social networking sites. You may select more than one option.   Email Address Home town or city

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        

Instant messenger screen name Mobile phone numbers Photographs of others Photographs of yourself Political views Real name Relationship status Sexual orientation Other(s) - please specify

41. What client service do you use?     MTNL Hath way Sify Others, specify ____________________

42. Are you addicted to any social networking sites?     Face book Orkut Twitter Others

43. Have you received lessons on how to stay safe on the internet?   Yes No

44. If ‘yes’ did you find the lessons useful?

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 

Yes No

45. Do you clicks on ads on Social networking sites? If yes how many times?  Yes  No 46. How accessible do you find social networking sites in general?  very accessible  accessible  low accessible 47. If you do not use social networking sites, why don't you use them?  no time  don't know to use  other communication  not interested  others

48. On social networking sites do you?  post messages  read messages  do both

49. Would you accept strangers who added you as friends on Social Networking Sites?  Yes  no 50. Have you faced problems while using SNS in your office/workplace/college/ home  yes  no

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7. BIBLIOGRAPHY:
BOOKS:
Kothari, C.R, Research Methodology, Second Edition, New Delhi, Wishwa Prakashan, 1990 CRM_and_Social_Networks

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WEBSITES:
www.apptility.com www.socialcrm.com www.codemunch.com http://www.watblog.com/2007/11/30/companies-start-recruiting-through-socialmediaWebsites/ http://www.watblog.com/2007/11/28/new-develpments-at-facebook-a-change-in-the social-Media-marketing-scenario/ http://www.rediff.com/getahead/2007/sep/24brand.htm http://www.pluggd.in/2008/02/popular-social-networking-sites-around-the-worldnoSigns-of-Facebook-in-India/ http://www.vault.com/nr/newsmain.jsp?nr_page=3&ch_id=420&article_id=31464139 http://www.watblog.com/2006/12/05/social-networking-online-jobs/ http://www.openpr.com/news/archive/22184/Apptility-Software-Pvt-Ltd.html http://www.ajuby.com:80/index.html http://en.wikipedia.org/wiki/Social_media http://en.wikipedia.org/wiki/Facebook http://www.webanalyticsworld.net/2009/06/top-social-networking-sites-globally.html http://www.livemint.com/2009/10/13214522/Orkut-losing-to-Facebook-in-ba.html

OTHER REFERENCES:
―Teens and Internet‖ – PEW Internet ―Social Networks Research Project‖ – WILDBIT ―Online Social Networking‖ International IT college of Sweden ―Facebook Demographics‘ – Ben Lorica and Oreilly Research

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