India 1.0 is dead: long live India 2.0
by ship and landed in a southern respondents was, if they had
section of Mumbai –which, 30 minutes of free time, which
During the
For sure, the affect of social
media would not be equal on all
incidentally, is also the prime activity would they be most
business area. They then hid in likely to do?
Mumbai terror
categories, so we asked our
respondents to name the
two of the most coveted hotels The data clearly interprets
attacks, the
categories whose reviews they
there and were killed/arrested the importance of the Internet would read online before
over the next three days. (we had defined Internet as a
whole world
carrying out an actual purchase.
For those three days, people culmination of websites + social
were glued to their TV sets as media sites) as it scores higher
shrank as
We found the categories most
influenced by social media were:
much as they were to the than reading a newspaper or
Internet. Several individuals even listening to an MP3 player!
‘tweets’ and
travel; consumer durables (I am
including cell phones in this
started giving out information Our next three questions
messages on
category, too); and automobiles
on their blogs about the probed the respondents on –both cars and bikes.
hospitals and what was required which medium would they be Facebook
for the patients. Others focused most likely to use if they wanted
on giving out information about to get news, information about
started
To sum up:
This research gets people
the victims. There came a time new products or find out about
when there were 80 ‘tweets’ latest trends. The Internet
appearing
thinking about the possibilities
of social media, furthering the
every five seconds (posts on scored in first place when it
from across
interest of communicators and
Twitter, a real-time social came to new products and marketers in social media, and
messaging system) on the trends and in second place the globe. will see more people
Mumbai terror attacks. With this when it came to news. experimenting with social media
incident, the whole world shrank Our next section asked, how –which is not an alternative to
as ‘tweets’ and messages on much time people spend every traditional media.
Facebook started appearing day on social sites. More than a Both will co-exist, as each has
from across the globe. third of the respondents said its strengths. However,
they spend more than 30 individuals will have
First-ever social media minutes every to accept the
research undertaken in India: day –and of those, 11 per cent power of this
As we saw social media spend more than an hour. medium and
becoming an important part of We then wanted to start adopting
our lives, we decided to carry understand what they did when it in their
out the first-ever social media they were online. mainstream
survey in India. The research From creating profiles to activities.
was carried out in three cities uploading pictures and videos, it
–Mumbai, Delhi and Bangalore is clear people have begun to
–with the age group of 19-35 prefer the more active of
years old; 105 respondents activities. Merely watching TV
participated in this online does not guarantee ‘stickiness’.
survey. Brands will have to ensure
The objectives of the that they get their users to
research were: participate with them, otherwise
1. To understand the significance they risk losing them.
and role of social media in the Our last section was to
current scenario; understand how this would
2.To map out the current usage impact the purchase behaviour
pattern of the social media used of the users. So, we asked them
Nimesh Shah –with Sandhya
Sadananda –founded
by Indians; if the comments left on blogs
international social media
3. To study the impact it has in and communities affected their
agency, Windchimes, which is
our purchase behaviour. purchase decisions. A whopping based in Mumbai, India:
Our first question to 75 per cent said yes. www.windchimes.co.in
www.dmi-news.com January/February 2009 37
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