(8 April 2008 2:00 pm)

MUMBAI: The Nielsen Company recently conducted a survey in India using its online research panel Your Voice on the usage patterns of social networking websites and found keeping in touch with people they know to be the strongest reason for joining a social networking site for the vast majority of Indian respondents (82 per cent).

The Nielsen survey also found that over half (58 per cent) joined a social networking site to reconnect with old acquaintances they have lost touch with, and to make new friends (53 per cent). Professional networking was a strong fourth with 43 per cent.

Nielsen director (online research) NS Muthukumaran says, "The biggest advantage of a social networking site is how you can build and use the network with friends, business associates and people with similar interests. These days, the world has become a global village, and social networking sites are bringing people closer together and helping them to interact and share their thoughts within the group, no matter where in the world they are."

Usage Patterns: Three quarters of Indian respondents have been using social networking websites for two or more years and two-thirds spend more than half an hour on each session.

All had a very positive attitude towards social networking websites. The majority (71 per cent) consider social networking sites to be cool, but that is not to say that face-to-face interaction has become outdated or is on the decline: 66 per cent believe that social networking sites are no substitute for actual face-to-face meetings with friends, and 43 per cent of respondents even consider it safe to meet people face-to-face whom they have met online.

“Though social networking sites are popular, they lack the bond established in face-to-face interaction. The non-verbal communication is missing in online friendships,” Muthukumaran adds.

The Use of Alternate Identities: A majority of users believe in revealing their real identity on social networking sites. Security reasons were cited by 68 per cent of the respondents for using alternate identities on sites. They prefer not to reveal their personal details. 35 per cent chose to use an alternate identity “just for fun.”

Gender Influence on Circle of Friends: Nielsen also found that more than half the respondents had more than 50 or more friends on the social networking website they use more often. However, there is a skew in the male-female ratio of friends depending on whether it is a male user or a female user. Males have a greater number of male friends. Females, on the other hand, have a more equal split between male and female friends on social networking sites.