About the effectiveness of twitter in India's youth's purchasing behavior and how companies are using it

1. Twitter and Youth By Nikhil Narayan

2. Twitter Twitter is a social networking and micro blogging website Current estimate of active users – 200 million 65 million tweets a day 800,000 search queries per day Tweets – 140 character messages Source : http://en.wikipedia.org/wiki/Twitter 2 Jack Dorsey – Creator of Twitter

3. Twitter Demographics 2010

5. 67% of brand followers purchase the same brand

6. 30% of the users belong to Young Professional category (Age: 25 to 34 yrs)

7. More women users than men

8. 50 million accounts merely follow other users rather than posting their own messages.Sourcehttp://www.yourdigitalspace.com/2010/12/facebook-and-twitter-demographics-2010/ 4

10. Only 21% are ‘true users’

11. Twitter has world wide traffic rank of 9

12. In India Twitter stands at 8th position in terms of traffic

13. Workplace is the number one browsing location for accessing twitter !!!Source http://money.cnn.com/2010/03/10/technology/twitter_users_active/ and alexa.com statistics 5

15. 7.4% worldwide reach

16. This figure converts to 5.6 million twitter users in India

17. Mumbai ranks 31 out of top 50 tweeting world cities.Source: The Marketing Whitebook 2011-12 6

19. 5% of users accounts for 75% of activity

20. 85.3% of all twitter users post less than one post a day7

21. Twitter Usage 8 In Emergencies Helps in getting information out of emergency situations. Ex: 2008 Mumbai Attacks, 2009 H1N1 updates In Election Campaign Candidates use it to converse with the voters in real time. Ex: 2008 U.S. presidential campaign In Protests And Politics Protesters use twitter as a medium for communicating with the world for support. Ex: 2009 Iranian election In Public Relations Keeping public informed and gaining support and presence. Ex: SashiTharoor, New Movies In Reporting Both news and entertainment media uses twitter to keep people informed about the new happenings. In Business Twitter 101 is used for promoting business. Ex: $9m of its 2009 Dell ‘s sales from Twitter and FB

22. Plugged.in Survey Result Source : http://www.pluggd.in/twitter-in-india-market-survey-report-297/ 9 Survey population: 1186

23. Twitter change in focus Pear Analytics analyzed 2,000 tweets (originating from the US and in English) over a two-week period in August 2009 and separated them into six categories Pointless babble – 40% Conversational – 38% Pass-along value – 9% Self-promotion – 6% Spam – 4% News – 4% 10 Twitter emphasized its news and information-network strategy in November 2009 by changing the question asked to users for status updates from "What are you doing?" to "What's happening?“

24. Pattern of tweets Following Indians like their US counterparts follow celebrities extensively Celebrities does not involve in reciprocal following 11

25. Pattern of tweets Following Only 22.1% of users follow each other This is much lower than other similar platforms such as Flicker (68% reciprocal following) Suggests that what happens in Twitter is more of a tweet subscription than active social networking !!! The users with high following act as hubs in twitter-sphere. They have the power to cause fast and wide spread broadcasting of information In short they make twitter similar to a news channel Source: http://trak.in/tags/business/2010/05/19/twitter-statistics/ 12

26. Pattern of tweets Timely tweets Users talk about current topics 54.3% of topics are headline news. 31.5% are ‘ephemeral topics’ New movies, albums, etc normally becomes trending topic When a celebrity/hubs starts tweeting about a topic it will be soon carried on by his/her followers. A crowding behavior is observed. NPR News, The New York Times, Time.com, CNN etc are thus very influential in twitter-sphere and can generate public involvement in political issues 13

28. regional.

29. Indians can thus separately see the trending topic in India. This feature reduces the influence of higher number western users causing western trending topics all the time.

30. But India currently does not have city based trending topics

31. Twitter also introduces PROMTED trending topic to keep people discussing about certain topic14

32. Customer service through twitter Many Indian companies use their twitter accounts for improving their business and customer relationships. Twitter account is used to resolve customer complaints respond to them in a quicker manner attract feedbacks and suggestion 15

33. 2010 Trending topics http://yearinreview.twitter.com/trends/ 16 TOP 10 Trending Topics Analysis All topics where timely 3 topics where on Sports Fifa World Cup 2010 2 Topics (Gulf Oil and Haiti earthquake) where socio political 2 Movies (Harry potter and Inception) 2 topics on current technology 1 on popular album