Social Media has now become part of everyday life for a majority of online Indians. According to a study on social media usage by The Nielsen Company conducted in collaboration with AbsolutData, over 30 million Indians who are online are members of social networking sites and about two-thirds of them spend time on these social networking sites daily. More importantly, Indians spend more time on social media than they do using personal email. According to the study, an equal number spend up to an hour on social networking and email. However while just 8% spend between an hour and three hours on personal email, 20% spend the same time on social media sites.
Social media users in urban India are estimated to reach 66 million by June 2013 on the back of availability of affordable smartphones and consequent mobile Internet use. The number of social media users in urban India reached 62 million by December 2012 and it is estimated to reach 66 million by June 2013,” a report on social media in India by the Internet and Mobile Association of India (IAMAI) and Indian Market Research Bureau (IMRB) said. The report said about 74 per cent of all active Internet users in urban India use social media.