PTI
New Delhi
Facebook remains the most popular social networking site in India with 51 percent of users logging on daily, while WhatsApp tops the list of instant messaging (IM) apps, according to report by global research consultancy firm TNS.
As per the findings of 'Connected Life' - a global study of the digital attitudes and behaviours of 60,500 internet users across 50 countries, 55 percent are on instant messaging every day. In India, Facebook continues its dominance for social networking platforms with 51 percent of the users while WhatsApp is the most popular for instant messaging app with 56 percent of users, TNS said in a statement.
Commenting on the findings, TNS India Executive Director Parijat Chakraborty said, "The social networking market of India is Facebook centric, which is fuelling the adoption of Facebook Messenger also as the IM platform for private messaging. However, WhatsApp is by far the most popular IM platform in India."
India's Facebook usage of 51 percent, however, is far lower compared to some countries in APAC markets like Thailand (78 percent), Taiwan (75 percent), Hong Kong (72 percent). Interestingly, India is the second largest base with over 125 million users for Facebook that has 1.49 billion users globally. The US has the highest number of Facebook users.
On the popularity instant messaging in India, Chakraborty said the country had always been a text heavy market. This legacy, coupled with the attraction of connecting with like-minded people privately, is making instant messaging platforms a perfect tool. "This new-found excitement of largely new mobile- internet users has made India one of the highest globally in average daily number of messages exchanged," Chakraborty said.
IM has achieved high numbers of daily users across much of APAC, with 77 peer cent of those in Malaysia, 73 percent in Hong Kong, 69 percent in China and 38 percent in India, using an IM platform daily. By contrast, some Western markets are lagging behind, including the UK (39 percent) and the US (35 percent), it said. TNS said While IM popularity is rising, traditional social media platforms are still holding strong, allowing content to go viral more quickly. The challenge for brands is to create content that consumers actually want to share.
