“be precise, be catchy”- the ultimate mantra of indian youth using twitter

TWITTER MOST USED TO GET NEWS UPDATES : SURVEY REPORT

METHODOLOGY

With increasing participation of Youth of India in the development and commerce of the nation, it has become vital to understand the sentiment of Youth and their preferences.

A survey was conducted by Simplify 360 , with respondents all over Indian subcontinent pouring in their responses about the way they use twitter.

This survey was aimed at unraveling how Youth are using Twitter as a means of communication and participation in social/commerce events.

The sample size was 170

Once the responses was churned out, it was processed and inferred by Simplify 360’s experts, an info graphic was also created to give a better visual reflection

20% female; 80% male

RESPONDENTS DEMOGRAPHICS

male

female

1%

13%

45%

37%

4%

Less than 18 18-22 22-25 25-30 Above 30

Most respondents above the age of 30,

followed by 25 to 30.

KEY FINDINGS If we have to sum up the entire study, then probably the key takeaways for brand would be :-

• Go the mobile way, twitter has always been the “when in rush, just tweet “ thing and nothing complements it more than mobility of mobile/smartphones. So, If launching a campaign see its feasibility with respect to phones. Mind it, half of twitter junta access twitter through phones.

• DM is the least used service on twitter, like abysmally less. Something can be definitely done to improve twitter’s chat/message interface/service.

• Politics, humor and sports can woo us Indians like anything. Create content around it and then jazz it up by aligning with your brand’s objective. You will find an audience for sure.

• Indian youth are pretty lazy when it comes to tweeting their own content. Its mostly the viral/trending stuff which keeps spreading like a viral fever.

Majority of Indian youth prefer the time

slot 9-12 pm. The reason behind the same

may be availability of free time after

day’s work.

THE “PRIME TIME”

5%

14%

13%

11%

19%

27%

11%

Active at Time

6 - 9 AM

9 - 12 AM

12 - 3 PM

3 - 6 PM

6 - 9 PM

9 - 12 PM

Post-midnight

Indian youth prefer following their

friends and colleagues most on twitter

followed by politicians, sports

personalities and showbiz celebrities.

TWITTER HANDLES FOLLOWED

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

Common Types of Twitter Handles Followed

Tweet and re-tweet is the most favored

activity type of Indian youth.

They rarely use the DM service and

probably this is some area where twitter

could do better in terms of

feature/interface

WHAT THEY DO MOSTLY ON TWITTER ?

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

Tweeting(text only)

Retweetingtweets

made byothers

Savingtweets asFavourites

Replying toothers'tweets

Sharingcontent(videos,

photos orlinks)

DirectMessaging

(DM)

Onlyreadingtweets

Other

User Activities

MOST USED MEDIUM FOR TWITTER

Mobile phone 50% Desktop/Laptop

48%

Tablets 2%

MEDIUM USED

Every one in two Indian Youth use mobile

phone as a medium to access twiter.

Rest of them use desktop/laptop. Tablets

are not preferred much when it comes to

accessing twitter.

WHY DO THEY USE TWITTER ?

Most of the Indian youth access twitter to

get news updates on the go.

It is also preferred as a socializing and

networking hub.

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%

Conversational

Promotional

Personality updates

Voicing your opinion

News updates

Socializing/Networking

Hobbies

Academic interests

Product\Service reviews and complaints

Other

Twitter Usage

WHAT THE AREAS OF INTEREST ?

Politics, Sports and Humor emerge as top

three areas of interest for Indian twitter

youth users.

The views can be slightly biased due to

the buzz created around Indian elections

and IPL season going on.

17%

18%

16% 11%

15%

7%

1%

10%

1% 4%

Areas of Interest

Sports

Politics

Humor

Film\TV shows

Technology

Music

Religion & Spirituality

Travel

Fashion

Other

HOW WOULD YOU RATE TWITTER ?

Most of the twitter users gave 3 or 4

stars to twitter which showed they

consider twitter as good/satisfactory but

still there is room for improvement.

0%

5%

10%

15%

20%

25%

30%

35%

40%

1 2 3 4 5

Twitter Rating

I WISH TWITTER HAD …

34%

50%

16%

IMPROVEMENT AREAS

More characters allowed

Nothing, its perfect

Other

Around one third users wished twitter

allowed more than 140 characters.

Half of them wished for status quo not

to be changed.

TWEET FREQUENCY

10% 13%

8%

5%

64%

Tweet Frequency Once a day

2-5 times per day

5-10 times per day

Number of twitter users tweeting on a

daily basis was found to be very

meager which shows that mostly people

re-tweet tweets already

posted/trending.

TWEET CONTENT

Mostly the content that circulates is a re-

tweet of tweet by a celebrity/brand

that is trending.

Next to it is the personal daily updates

of users.

0%

5%

10%

15%

20%

25%

30%

35%

Retweets of tweets bya celebrity or a brand

Personal daily updates Replies to friends Inspirational quotes Other

Tweet Content

WHY ON TWITTER ?

Indian youth mostly prefer twitter

because of its brevity and ease of

networking.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Peer pressure Networking Concise content Other

Why on Twitter?

REPORT PREPARED BY

Naureen Fatima

Naureen has joined Simplify 360 as a summer intern. She is currently pursuing her Post Graduation degree from IIM Raipur.

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