social networking site research study
TRANSCRIPT
USE OF ONLINE SOCIAL NETWORKING SITES BY COLLEGE STUDENTS AND ITS IMPLICATIONS FOR MARKETINGA CASE STUDY IN TRIPURA
PURPOSE: Study is to explore the relevant
factors applicable for online marketing by studying awareness, purpose of use and usage of SNS.
NEED: These studies have basically focused
on the usage and awareness, it is necessary to know how the online advertisements coming on the SNS is effective for the students.
OBJECTIVE OF THE STUDY
1. Why does social networking remain popular within this group?
2. To find whether there is a significant difference in the usage of SNS among UG & PG students or not.
3. To find whether there is a significant difference in the usage of SNS among Male & Female students or not.
4. To drive out the implications for marketing.
RESEARCH METHODOLOGY
METHOD OF DATA COLLECTION- Structured questionnaire.
SAMPLE SIZE- 300 (ICFAI University, Tripura)
METHODS OF ANALYSIS- Simple descriptive statistical analysis and ANOVA test.
DEMOGRAPHIC PROFILE
GENDER: Male- 85% Female-14% AGE GROUP: 18-21years-88.3% 21-24years-9% 24-27years-2.5% EDUCATIONAL QUALIFICATION: UG-86.3% PG-13.7%
Obj 1:
Social network membership:
Not members of any site – 30.3%
MEMBERSHIP PERCENTAGE
ONE SITE 18%
TWO SITE 19.7%
MORE THAN TWO SITES 32%
TOTAL 69.7%
Reason behind use:
REASON PERCENTAGE
Personal development 21.7%
Making new friends 27%
Sharing new ideas 32.3%
Getting up to data information 13.3%
Others 5.7%
BEST METHOD OF NETWORKING
METHODS OF NETWORKING
PERCENTAGE
Conference call 10%
Message sharing 36%
E-mail 37.7%
Online news 16.3%
MOST CONTACTED PEOPLE:MOST CONTACTED PEOPLE
PERCENTAGE
College friends 51.7%
School friends 34.7%
Relatives 10.7%
Anybody 3%
FREQUENCY OF VISIT
FREQUENCY PERCENTAGE
Once in a week 31%
Daily 26%
Several times in a day
18.7%
USE OF DIFFERENT POPULAR NETWORKING SITE
Never visited Twitter- 77.7%
Visited My Space ocassionally-18.7%
Visited Facebook monthly-10%
Visited Orkut weekly- 28.7%
Visited Orkut daily-43.7%
REASON BEHIND USE:
REASON OF VISIT PERCENTAGETouch wit friends 69%
Planning events 9.3%
Making new friends 11%
Dating 2.7%
Local events information 4.3%
Passing time 3.7%
NUMBER OF CLOSE FRIENDS IN CONTACTCONTACT PERCENTAGE1-4 close friends 39.3%
5-10 close friends 31.7%
More than 10 29%
CREATION SITES USED BY STUDENTSCREATION SITES EXCEPTIONAL
BASISREGULAR BASIS
You tube 40% 5.33%
Photo sharing site 38% 8.6%
Wikipedia 33% 12.3%
Flicker 12.6% 2.33%
ONLINE INFORMAION SHARINGSHARE INFO WITH FRNDS ABOUT PRODUCT
SATISFIED PRODUCT NON-SATISFIED PRODUCT
Shared info regularly
46.3% 50%
Shared info sometimes
51.3% 39%
Never shared 2.3% 11%
Obj 2:
DESCRIPTIVE STATISTICS: B.Tech. program-69% BCA course- 15% MBA course-12% B.Sc. Course-1.3% BHTM course-1.3% MCA course-0.7%
TIME SPENT ONLINE:Time spent- 90.3% and did not spend
time-9.7%
HO =The mean of UG & PG students are same in relation to online activities.
H1 = The mean of UG & PG students are not same in relation to online activities.
TIME SPENT PERCENTAGEMore than one hour 49%
2 to 3 hrs 37.3%
3 to 4 hrs 7.3%
More than 4 hrs 6.3%
ANOVA TEST FOR 2nd objective
ANOVA RESULTS OF THE ONLINE ACTIVITIES AND GRADUATION LEVEL
Keeping in touch with others , online communities, instant messaging, study/research and playing games rejects null hypothesis but all other online activities accepts null hypothesis
ACTIVITIES F Sig.
Email 0.064 0.800
Instant messaging
3.018 0.083
Getting news 0.188 0.664
Playing games 11.123 0.001
Shopping 0.201 0.654
Keeping in touch with others
4.110 0.044
Online communities
3.225 0.074
Study/ research 7.524 0.006
HO=The mean of UG&PG students are same in relation to spending time with different media H1 =The mean of UG&PG students are not same in relation to spending time with different media
ANOVA RESULTS OF SPENDING TIME ON MEDIA AND GRADUATION LEVEL
Only for television reject null hypothesis and all other cases accept null hypothesis.
MEDIUM F Sig.Newspapers 0.302 0.583
Television 2.842 0.093
Radio 0.114 0.736
Internet 1.734 0.189
Mobile phone 0.008 0.928
Obj 3: GENDER AND USAGE OF EMAIL , INSTANT MESSAGING AND PLAYING GAMES
VERY IMPORTANT
IMPORTANT
QUITE IMPORTANT
CAN’T LIVE WITHOUT IT
NOT IMPORTANT
E-mail 36% 35.7% 21.7% - 1.7%
Instant messaging
17.7% 37.3% 29.3% 4.3% 11.3%
Playing games
7% 20.3% 24.3% 9% 39.3%
HO=The mean of female & male students are same in relation to the online activities H1 =The mean of female & male students are not same in relation to the online activities
ANOVA RESULT FOR THE ONLINE ACTIVITIES & GENDER CLASSIFICATIONACTIVITIES F Sig.
E-mail 0.143 0.706
Instant messaging
1.532 0.217
Getting news 0.562 0.454
Playing games 0.956 0.329
Shopping 0.208 0.648
Keeping in touch with others
0.000 0.982
Online communities
0.108 0.742
study/research 4.867 0.028
There is a significant difference in study/research between genders. There is no significant different in other online activities between genders
HO=The mean of female & male students are same in relation to spending time with different media H1 =The mean of female & male students are not same in relation to spending time with different media
ANOVA RESULTS FOR SPENDING TIME ON MEDIA & GENDER CLASSIFICATION
There is significant difference genders in case of newspapers, radio, the internet, mobile phones. But there is a significant difference in spending time with television between the genders
MEDIUM F Sig.
News paper 1.824 0.178
Television 4.805 0.029
Radio 0.123 0.726
Internet 0.445 0.505
Mobile phone 0.629 0.429
HO=The mean of female & male students are same in relation to the use of different networking sites H1 =The mean of female & male students are not same in relation to the use of different networking sites
ANOVA RESULTS FOR SOCIAL NETWORKING SITES & GENERAL CLASSIFICATION
There is no significant difference between genders and google groups and my space and but there is a significant difference between means of gender and for all other cases
SNS F Sig.
Orkut 0.480 0.489
My space 3.689 0.056
Facebook 0.206 0.650
Yahoo groups 2.536 0.112
Google groups 4.029 0.046
twitter 1.000 0.318
HO=The mean of female & male students are same in relation to content creation sites H1 =The mean of female & male students are not same in relation to content creation sites
ANOVA RESULTS OF CONTENT CREATION SITES & GENDER CLASSIFICATION
Flickr & wikipedia rejects the null hypothesis but for you tube and photo sharing sites accepts the null hypothesis
CONTENT CREATION SITES
F Sig.
You tube 0.006 0.936
Flickr 4.076 0.044
Wikipedia 3.932 0.048
Photo/video sharing sites
0.444 0.506
SUGGESTIONS
Marketers need to concentrate on SNS than traditional medias
They should ensure product quality before placing online advertisements
Advertisers should upload content that is viewed easily