Social Networkn Site

NAGINDAS KHANDWALA COLLEGE OF
MANAGEMENT STUDIES
CONSUMER BEHAVIOUR
A STUDY OF CONSUMER BEHAVIOUR

TOWARDS SOCIAL NETWORKING SITES
TYB.M.M [ADVERTISING]
PROF. RUPALI JAIN
[1]
Launch Date of Major Social Websites
[2]
PROJECT BY:
508 - NIYATI DESAI
511 - DEEPALI GALA
517 - HETAL KARELIA
526 - DHANYA NAIR
529 - SWATI PARIHAR
531 - MONA PATEL
[3]
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.
[4]
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
[5]
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 ...............................................................................................................................
.........54Figure 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? ..................................................................................................................................
......60Figure 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? .................................................................................................................................
.......63Figure 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? .................................................................................................................................
.......75Figure 52. What client service do you
use? ...................................................................76 Figure 53. Have you received
lessons on how to stay safe on the
internet? .............................................................................................................................
...........77Figure 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 use SNS why don’t you use
them? ...............................................82
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
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Figure62.Lifestyle...........................................................................................................88
Figure 63. Are you addicted to any SNS? ......................................................... ...........89
[8]
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.
[9]
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
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The objective of this study is to analyze and explore user feedback about various
aspects of consumer behavior towards Social Networking Sites
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
[11]
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
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
[12]
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.
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.
[13]
Figure 1: Launch Date of Major Social Websites
[14]
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.
[15]
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.
[16]
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
[17]
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
[18]
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.
[19]
Figure 2
[20]
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-
 R eview of literature and take data from consumer to understand recent development
in the field.
Defining objective of the study.
Formation of questionnaire to capture primary data.
Analysis and interpretation of primary data.
Conclusion out of primary and secondary data.
[21]
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.
[22]
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.
[23]
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 using Social Networking Sites at

office/home/work place/college/home.
[24]
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+.
Figure 3
[25]
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.
Figure 4
[26]
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%
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
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..
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.
Figure 8
[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.
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.
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]
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.
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.
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 joined 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
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
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.
14% -of the users said they meet more than 10% of online friends offline
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.
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
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.
42% of the users said that they are more contact with friends offline.
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
Figure 18
[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.
Friendliness is good .0% of users agreed that Rate of their SOCIAL NETWORKING
SITES in term of Friendliness is poor.
Figure 19
[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.
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
68% of users agreed that they don’t can access their favorite SOCIAL
NETWORKING SITES in slow connection.
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.
SITES
68% of users agreed that they don’t use video chat while using SOCIAL
NETWORKING SITES.
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.
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.
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
NETWORKING SITES.
Figure 25
[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.
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.
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.
;
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.
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.
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
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.
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.

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.
[57]
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.
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
Figure 36
[60]
30. Have you ever said no to an activity with family or friends
because of Social Networking Sites?
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
Figure 37
[61]
31. Have you ever ignored a responsibility like
project/assignment because of Social Networking Sites?
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.
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.
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.
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
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.
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.
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.
privacy policy.18% of the people feel that they are not at all in touch with new
friends.
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
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.
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.
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.
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 term
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
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.
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.
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
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
22% of the Social Networking Sites users give their sexual orientation as information on
18% of the Social Networking Sites users give their political views as information on
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.
[75]
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.
4%agreed of using sify and other client service provider like tikona etc.
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.
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.

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.
Networking Sites
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
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
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.
[82]
Figure 57
[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
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
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.

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
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.
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.
Figure 61
[88]
Figure 62
[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.
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 day,
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 5-
10 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]
14% -of the users said they meet more than 10% of online friend's offline
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
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
68% of users agreed that they don’t use video chat while using 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.

NETWORKING SITES
[92]
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.

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
24% of the Social Networking Sites users ignore their activity with family or friends
because of Social Networking Sites.
[93]
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
84% of the Social Networking Sites users have not attended any event by hearing on
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
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 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.
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.
[94]
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.
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.

20% of the users agreed that they click on ads which appear on Social Networking
Sites.
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

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
6. CONCLUSION:
[95]
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”.
Questionnaire:
[96]
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?
• YES
• NO
[97]
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
[98]
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
[99]
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
[100]
19. What proportion of your online “friends” are you in contact with
offline at least once a month?
• 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?
[101]
• YES
• NO
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
[102]
27. Please indicate who you speak to most using social networking sites?
Nev Rare Fairly Nearly

er ly often Always
Close friends
Co-workers
Family
Friends
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
[103]
• friends place
• 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?
[104]
• yes
• no
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 A Somewh Highl

all little at y
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

policy if it helps me stay in touch with friends
[105]
policy if it is popular
38. Please state the privacy controls or methods you use in your chosen
social networking site.
Lock profile so only people I know can Not at A

Somewhat Highly
view it all little
Provide some fake or inaccurate
information
Take no action / accept the default
privacy settings
Other - please state
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 Somewhat
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
40. Please indicate what information you include on your social networking
sites. You may select more than one option.
• Email Address
[106]
• Home town or city
• 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?
[107]
• 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
[108]
7. BIBLIOGRAPHY:
BOOKS:
[109]
Kothari, C.R, Research Methodology, Second Edition, New Delhi, Wishwa Prakashan,
1990
CRM_and_Social_Networks
WEBSITES:
www.apptility.com
www.socialcrm.com
www.codemunch.com
http://www.watblog.com/2007/11/30/companies-start-recruiting-through-socialmedia-
Websites/
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-worldno-
Signs-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
[110]

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NAGINDAS KHANDWALA COLLEGE OF

A STUDY OF CONSUMER BEHAVIOUR

PROF. RUPALI JAIN

508 - NIYATI DESAI

511 - DEEPALI GALA

517 - HETAL KARELIA

526 - DHANYA NAIR

529 - SWATI PARIHAR

531 - MONA PATEL

We wish to express our sincere gratitude to NAGINDAS KHANDWALA

Figure 56. How Accessible do you find SNS in general? ..............................................80

Figure 58. On SNS do you ? ..........................................................................................83

Figure 59. Would you accept strangers on SNS? ..........................................................84

Figure 61. Dating History................................................................................................87

In this report we have analyzed Social Networking Sites in Khandwala Arcade

1.5 Defining the variables

Independent: Social Networking websites

2.1 What is a social networking site?

2.2 History of Social Networking Sites

2.3 Rise of Social Networking in India

Other miscellaneous features

Facebook is a social networking website that is operated and privately owned by

2.6 About Twitter:

2.7 About Flixster:

2.8 About MySpace:

2.9 About Hi5:

2.10 Popularity of social networking websites world wide

Research is an art of scientific investigation. It is defined as “A careful investigation or

Research refers to the systematic method consisting of enunciating the problem,

3.1 Research design

Following method was adopted during study-

3.3 Sample design

The sampling technique used for survey was a non-probabilistic convenience

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

Tools and techniques adopted

3.4 Sample size

• Functional –people who tended to be single-minded in using sites for a

Non-users of Social Networking Sites also fall into distinct groups

People are addicted to social networking sites.

Mostly people above 18 years of age register on social networking sites.

Maximum users of Social Networking Sites are males.

Users do not accept strangers on Social Networking Sites.

Users have faced problem while using Social Networking Sites at

100%of the people surveyed have an account on SOCIAL NETWORKING SITES

Most of the users of SOCIAL NETWORKING SITES have account on Facebook

The Pie diagram is in the next page.

68% of the users disagreed of being addicted to SOCIAL NETWORKING SITES

The increasing popularity of social networks has resulted in increasing demand to

32%of users agreed that they have 10 to 40 of friends or connections on SOCIAL

66% of the users are member of 1 to 10 communities and group on SOCIAL

38% of the users talk to their co-workers fairly often.

30%of the users agreed of talking to their family members rarely.

40% of the users agreed of speaking to friends nearly always.

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

84 % of the Social Networking Sites users prefer surfing sitting at home.

38 % of the Social Networking Sites users come online to enjoy music.

The Pie diagram is in the next page.

1. LOCK THE PROFILE:

After the survey is done we can see that

The Pie diagram is in the next page.