11 Zijmr Vol2 Issue6 June2012

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International Journal of Multidisciplinary Research Vol.2 Issue 6, June 2012, ISSN 2231 5780
A STUDY ON CONSUMERS PREFERENCES TOWARDS SOCIAL NETWORKING WEBSITES

J.JAYA PRADHA*
*Assistant Professor, Badruka College P.G. Centre, Station Road, Kachiguda, Hyderabad-27.
ABSTRACT A social network is a social structure that maps out the relationships between individuals. Technically we all belong to one giant social network, but we also belong to smaller, tighter social networks defined by our families, our friends, where we live, where we work, where we went to school, our hobbies and interests and much more. It would be difficult to map out all the people with whom you're connected and all the people with whom they're connected. That's why social-networking Web sites are so powerful. Social networking websites like face book and linked in has become part of our life. This paper tries to highlight the importance of social networking websites in the current scenario. To compare various social networking websites and services offered by them to the users. An attempt is being made to know the effect of social networking websites on different age groups, to know the reasons for using this websites and the benefits they are deriving from this. This paper has dwelt upon the relevance and usefulness of social networking websites to the society. KEYWORDS: Consumer preferences, Communities, Groups, Social Networking, Social Networking websites. ___________________________________________________________________________ INTRODUCTION Social networks are the relationships that tie us together. Think about what happens when you meet someone new. You ask where they work, where they grew up, where they went to school. Eventually, you realize that your childhood friend was in this guy's fraternity in college. Even though you've never met before, you're both part of the same social network a friend of a friend.Social networks allow friends to connect. The term "social network" has been around since the 1950s, but the meteoric rise of socialnetworking Web sites like MySpace, Face book and LinkedIn has turned a dusty sociological phrase into the hottest buzzword of the Internet age. A social network is a social structure that maps out the relationships between individuals. Technically we all belong to one giant social network, but we also belong to smaller, tighter social networks defined by our families, our friends, where we live, where we work, where we went to school, our hobbies and interests and much more. If you sat down with a pen and paper, it would be difficult to map out all the people with whom you're connected and all the people with whom they're connected. That's why socialnetworking Web sites are so powerful.
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Six Degrees was the first to combine these features in the early 1930s, a self-published psychologist named Dr. Jacob Levi Moreno introduced the sociogram, the first formal attempt to map out the relationships within a group of people. Moreno's socio gram -- a cluster of individual points, or "nodes," connected by straight lines -- became a powerful tool for identifying social leaders, outsiders, and what he called the "socio metric star," the person to whom all others are connected In 1954, anthropologist J. A. Barnes used the phrase "social network" to describe the Social-networking sites "make invisible social networks visible" by allowing us to see (with pictures and links) who our friends are, who our friends' friends are, and who our friends' friends are all in an easy-to-use interface. Social Networking Websites can be defined as web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system. The nature and nomenclature of these connections may vary from site to site. "Technology overload is apparent among the youth and their fixation with social media seems to be eroding as they have started focusing on more important things than grooming their digital identities," said D. S. Rawat, secretary general, Assocham. OBJECTIVES To know consumer preference of social networking websites. To compare of different social networking websites and their services offered. To study the reasons for using social networking sites by consumers. To know the effect of various social networking websites on different age groups. To study whether social networking websites are really useful to society or not SCOPE OF THE STUDY A study is confined to A survey on consumer preference on different soc ial networking websites in present scenario. To conduct study the questionnaire has been selected and administered to various consumers randomly situated at different areas within the twin cities of Hyderabad Secunderabad. The sample size of the study is 100.
NEED FOR THE STUDY The need of the study is to know the consumer preference on social networking websites, to know the reasons and effects of various social networking websites on different age groups and its uses. The need is to know whether social networking websites are really useful for the society or not.
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SAMPLE DESIGNING A good research design has the characteristics analysis, time require for research project and estimation of expenses to be incurred. The function of research design is to ensure that the required data are collected accurately and economically.
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RESEARCH METHODOLOGY The study and findings are based on the data collected from two important resources. They are: Primary data collected with the help of questionnaires Secondary data collected from internet, magazines and newspapers SAMPLE SIZE The sample size for the study is 100. Sample constitutes maximum number of students. IMPORTANCE OF SOCIAL NETWORKING WEBSITES Look up old friends and make new ones Share music, photos and videos Join groups based on interest, hobbies like politics and TV shows Find jobs or love, browse for the strange profile picture. DATA ANALYSIS AND TECHNIQUES The tools and techniques used for data analysis are tables, and percentage methods. On the basis of information generated from the data analysis, conclusions have been drawn and suitable suggestions are made. TABLE1: SHOWING AGE GROUP OF THE RESPONDENTS Age group Below 15 16-30 31-45 Above 45 Total No. of respondents 0 98 2 0 100 Percentage 0 98 2 0 100
The above table shows that zero percentage of the respondents are below 15years,98% are 16-30,2% of the respondents are from the age of 31-45.
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TABLE2: SHOWING OCCUPATION OF THE RESPONDENTS Occupation Students Business Employee Others Total No. of respondents 82 4 14 0 100 Percentage 82 4 14 0 100
The sample constitutes 82% of students, 4% of business men and 14% of employees.
TABLE3: SHOWING GENDER OF THE RESPONDENTS Gender Male Female Total No. Of respondents 55 45 100 Percentage 55 45 100
In the sample 55 % of respondents are male and 45 % are female. TABLE4: SHOWING AWARENESS OF SOCIAL NETWORKING WEBSITES
Awareness Yes No Total
No. Of the respondents 100 0 100
Percentage 100
0 100
From the table it can be observed that 100% of respondents are aware of social networking websites.
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TABLE5: SOURCE OF AWARENESS ABOUT THE SOCIAL NETWORKING WEBSITES Personal Friends Relatives Internet Others specify Total No. Of respondents 52 4 57 0 113 Percentage 46.03 3.53 50.44 0 100
The above table shows that 46.03 % of respondents to know the social networking websites through friends, 3.53 % through relatives and 50.44 % through internet.
TABLE6: SHOWING REASON FOR JOINING SOCIAL NETWORKING WEBSITES

Reason for joining No. Of the respodents Percentage
To make friends Just for time pass For sharing information Total
36 21 60 117
31 18 51 100
The above table shows that 31% of the respondents joining the social networking websites for the purpose of making friends, 18% just for time pass and remaining 51% for sharing the information.
TABLE7: SHOWING AVERAGE HOURS OF BROWSING INTERNET PER DAY

Average hours 1 hours 2 hours 3 hours 4 hours Total
No. Of the respondents 46 32 9 13 100
Percentage 46 32 9 13 100
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The above table shows that 46% of the respondents browses the internet 1 hour, 32% browses 2 hours, 9% browses 3 hours and remaining 13% browses 4 hours per day.
TABLE8: SHOWING RESPONDENTS PROFILES IN SOCIAL NETWORKING WEBSITES Profile Facebook Twitter Orkut Googlebuzz Youtube Others Specify Total No. Of The Respondents 88 28 56 11 13 4 200 Percentage 44 14 28 5.5 6.5 2 100
The above table shows that 44% of the respondents have their profile in FACEBOOK, 14% in TWITTER , 28% in ORKUT, 5.5% in GOOGLEBUZZ , 6.5% in YOUTUBE and remaining 2% of people have their profile in other websites.
TABLE9: SHOWING TIME PERIOD OF RESPONDENTS WHO ARE USING SOCIAL NET WORKING WEBSITES Time period 0-2 years 2-4 years 4-6 years Above 6 years Total No. Of respondents 47 35 15 3 100 Percentage 47 35 15 3 100
From the above table it is observed that 47% of the respondents are using the social networking websites from 0-2years, 35%are using from 2-4years, 15%are 4-6 years and 3% are more than 6 years.
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TABLE10: SHOWING CONNECTIONS (FRIENDS) OF THE RESPONDENTS THROUGH SOCIAL NETWORKING WEBSITES Connections 0-25 25-50 50-75 Above 75 Total No. Of respondents 27 17 15 41 100 Percentage 27 17 15 41 100
From the above table it is observed that out of 100 respondents 27 are having 0 to 25 friends , 17 are having 25 to 50, 15 are having 50 to 75 and remaining are having more than 75 friends.
TABLE11: SHOWING NUMBER OF COMMUNITIES/GROUPS OF THE RESPONDENTS THROUGH SOCIAL NETWORKING WEBSITES Communities/groups 0-25 25-50 50-75 Above 75 Total No. Of respondents 75 11 5 9 100 Percentage 75 11 5 9 100
From the above table it is observed that 75% of the respondents have 0 to 25 number of communities/groups, 11% have 25 to 50 , 5% have 50 to 75 and remaining 9% have above 75 communities/groups through social networking websites. TABLE12: SHOWING LOGGING TIME OF THE RESPONDENTS INTO THE
SOCIAL NETWORKING WEBSITES www.zenithresearch.org.in
Logging time Occasionally Once a week
No. Of respondents 21 19
Percentage 21 19
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Several times Regularly Total
11 49 100
11 49 100
The above table shows that 21% of the respondents are logging occasionally, 19% are once week, 11% are several times and remaining 49% of the respondents are logging websites regularly. TABLE 13: SHOWING TIME BEING SPENT BY THE RESPONDENTS TO THEIR FAVOURITE SOCIAL NETWORKING WEBSITES
Time spending (minutes) Less than 15min 15-30 30-45 Above 45 Total
No. of respondents 15 32 22 31 100
Percentage 15 32 22 31 100
The above table shows that 15% of the respondents spend less than 15 minutes on their favorite sites, 32% spend 15 to 30 minutes, 22% spend 30 to 45 minutes and remaining 31% of the respondents spend their time more than 45 minutes.
TABLE 14: SHOWING REASON FOR JOINING A COMMUNITY/GROUP IN SOCIAL NETWORK WEBSITES Reason No. Of respondents Percentage 23 36 29 12 100
It is a relevant, active and interesting 25 community. This will let me stay up-to-date with 41 the community news. I believe this will help me to get 32 new useful connections. I would like to have my say and a 13 membership requires. Total 111
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From the above analysis we can interpret that 23% of the respondents feel that it is relevant active and interesting community, 36% of the respondents feel that this will let me stay up-todate with the community news, 29% of the respondents feel that it is helpful and get new useful connections, 12% of the respondents feel that it is required to have membership in social networking websites. TABLE15: SHOWING PARTICIPATION OF THE RESPONDENTS IN PROFESSIONAL COMMUNITY DISCUSSIONS Kind of participation You are a community moderator You are an active participant No. Of respondents 7 37 Percentage 7 37 23 33 100
You are rather a reader than an active 23 commenter You dont participant in discussions, just 33 watch communities for updates Total 100
From the above table, it is observed that 7% are participating moderately in professional communities, 37% are participating actively in professional communities, 23% are readers than the active commentators, 33% dont partic ipate in discussions, and they just watch community updates. TABLE16: SHOWING TRUSTING THE INFORMATION OBTAINED VIA PROFESSIONAL COMMUNITIES Trusting the information Yes No Sometimes Total No. Of respondents 32 14 54 100 Percentage 32 14
54 100
From the above table, it is observed that 32% of the respondents trusting the information which is given by the professional communities, 14% of the respondents are not trusting the information which is given by the professional communities, 54% of the respondents trusting the information only sometimes which is given by the professional communities
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TABLE 17: SHOWING NOTICING THE ADVERTISEMENT ON THE SOCIAL NETWORKING WEBSITES Response Yes No Total No. Of respondents 78 22 100 Percentage 78 22 100
From the above table, 78% of the respondents have noticed and 22% have not noticed the advertisements on the social networking websites. TABLE18: SHOWING THE CONSIDERATION OF ADS THAT CAN BE SEEN ON RESPONDENTS PROFILE RELEVANT TO THEIR INTEREST Response Yes No Occasionally Total No. Of respondents 26 22 52 100 Percentage 26 22 52 100
From the above table , 26% are consider that ads seen by them are relevant to their interest, 22% are consider that ads seen by them are not relevant to their interest, 52% are consider occasionally ads seen by them are relevant to their interest.
TABLE19: SHOWING THE RESPONDENTS COMMUNICATE TO MOST BY USING THE SOCIAL NETWORKING WEBSITES Respondent speak to Friends Co-workers Strangers Relatives Total No. Of respondents 87 10 9 12 118 Percentage
74 8 8 10 100
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From the above table , it was understood that 74% of the respondents are speaking with their friends, 8% are with co-workers, 8% are with strangers and remaining 10% are with their relatives. TABLE20: SHOWING WHETHER SOCIAL NETWORKING WEBSITES ARE REALLY USEFUL FOR THE SOCIETY OR NOT
Response (Really useful) Yes No Sometimes Maybe(Dont know) Total
No. Of respondents 50 4 38 8 100
Percentage 50 4 38 8 100
From the above, 50% of the respondents are believing that the social networking websites are useful to the society, 4% believes that the social networking websites are not useful to the society, 38% believes that the social networking websites are sometimes useful to the society, 8% are believing that the social networking websites may be useful to the society.
TABLE21: SHOWING RANK OF THE WEBSITES AS PER THE CONSUMERS PREFERENCE Websites Twitter Face book Orkut You tube Blogger.com My space 1 18 63 3 3 2 8 2 52 22 13 2 5 2 3 13 4 64 26 4 2 4 9 2 10 59 9 3 5 5 3 7 6 57 22 6 3 6 2 4 24
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The above table , 18% of the respondents gave first place, 52% gave second and 13% gave third place for TWITTER, 63% of the respondents gave first place, 22% gave second and 4% gave third place for FACEBOOK, 3% of the respondents gave first place, 13% gave second and 64% gave third place for ORKUT, 3% of the respondents gave first place, 26% gave third and 59% gave fourth place for YOUTUBE, 2% of the respondents gave first place, 4% gave fourth and 57% gave fifth place for BLOGGER.COM, 8% of the respondents gave first place, 2% gave third and 63% gave sixth place for MYSPACE.
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TABLE22: SHOWING RANK FOR THE WEBSITES AS PER THE POPULARITY Websites Twitter Face book Orkut Youtube Blogger.com Myspace Rank1 20 62 10 9 10 4 Rank2 59 18 18 8 6 6 Rank3 8 6 56 21 12 9 Rank4 6 5 12 52 22 10 Rank5 4 2 8 8 8 6 Rank6 3 7 2 2 58 10
From the above table, 20% of the respondents gave first place, 59% gave second and 8% gave third place for TWITTER, 62% of the respondents gave first place, 18% gave second and 8% gave third place for FACEBOOK, 10% of the respondents gave first place, 18% gave second and 56% gave third place for ORKUT, 9% of the respondents gave first place, 21% gave third and 52% gave fourth place for YOUTUBE, 10% of the respondents gave first place, 22% gave fourth and 58% gave sixth place for BLOGGER.COM, 4% of the respondents gave first place, 9% gave third and 61% gave fifth place for MYSPACE. FINDINGS AND CONCLUSIONS The highest i.e. 98% of respondents are from the age group of 16 to 30. It was found that students show lots of interests in using social networking websites than any other profession. In the sample there are 55 % of male respondents and 45 % of female respondents. It can be observed that 100% of respondents are aware of social networking websites. It was found that 50.44 % of respondents know about the social networking websites.
It was found that 51% of the respondents joining the social networking websites for the purpose of making new friends. It was found that the highest % i.e.46 of the respondents browse the internet per day is one hour and 13% of the respondents browses the internet more than 4 hours. The highest % of the respondents have their profile in FACEBOOK and second highest % of people have in ORKUT. The survey shows that 47% of the respondents are using the sites from 0 to 2 years and 3% are using more than 6 years.
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It was found that 41% of the respondents have more than 75 connections (friends) and 15% have 50 to 75 friends. The highest % i.e. 75 of the respondents have 0 to 25 number of communities/groups and lowest 5% have 50 to 75. It was found that 49% of the respondents are logging the websites regularly. It can be found that 31% of the respondents spend more than 45 minutes and 15% spend less than 15 minutes on their favorite webs It was found that 36% of the respondents want to stay up-to-date with the community news and 29% think that it is helpful and get new useful connections. It was found that 37% are participating actively and only 7% are participating moderately in professional community discussions. It was found that 54% of the respondents trusting the information only sometimes and 14% of the respondents not trusting the information which is given by the professional communities. It was found that majority of the respondents notice the advertisements on the social networking websites. It was found that 52% are considering occasionally ads seen by them are relevant to their interest. It was found that majority of the respondents i.e. 74% are speaking with their friends through social networking websites. It was found that majority of the respondents i.e. 50% are believing that the social networking websites are useful to the society and only 4% are believing that the social networking websites are not useful to the society. It can be found that from the view point of respondents FACEBOOK is in the first place and second place goes to TWITTER and last place goes to MYSPACE. It can be found that from the view point of popularity FACEBOOK is in the first place and second place goes to TWITTER and last place goes to BLOGGER.COM. REFERENCES WEBSITES Www.google.com Www.wikipedia.com www.facebook.com
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Www.orkut.co.in www.social networking websites www.ebiz mba.com www.ftc.com http://indiatoday.intoday.in/story/social-networking-sites-urban-youthfacebook/1/169647.html MAGZINES Eenadu Sunday Special Book (19th decmber-2010). JOURNALS Marketing White Book (Business World-2010-2011).
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ZENITH

A STUDY ON CONSUMERS PREFERENCES TOWARDS SOCIAL NETWORKING WEBSITES

Awareness Yes No Total

No. Of the respondents 100 0 100

TABLE6: SHOWING REASON FOR JOINING SOCIAL NETWORKING WEBSITES

TABLE7: SHOWING AVERAGE HOURS OF BROWSING INTERNET PER DAY

Average hours 1 hours 2 hours 3 hours 4 hours Total

No. Of the respondents 46 32 9 13 100

Logging time Occasionally Once a week

Several times Regularly Total

No. of respondents 15 32 22 31 100

Response (Really useful) Yes No Sometimes Maybe(Dont know) Total

No. Of respondents 50 4 38 8 100

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