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Chapter – 4 Profile of Users

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CHAPTER – 4

PROFILE OF SNS USERS

Social Networking Sites are used by different groups of people. Its usage

among college students is particularly high. College students use SNS

for numerous purposes. Their usage pattern is different from any other

group of people. In this context understanding the social profile of SNS

users assumes significance.

This chapter deals with the analysis and interpretation of both

quantitative and the qualitative data collected from the respondents of

this study. The chapter has been divided into three sections. The first

section deals with the analysis of demographic profile of respondents.

The second section deals with the analysis of usage pattern of Social

Networking Sites among college students. The final section provides an

understanding of the social profile of users of Social Networking Sites.

Demographic Profile of Respondents

It is believed that basic variables such as gender, age, education,

parental income etc. play a vital role in the usage pattern of SNS among

college students. Hence, this section deals with the demographic profile

of college students, who are the study respondents. This part contains

basic Information about age, gender, region, educational level, marital

status, medium of education, religious status vis–a–vis college students.


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Educational Level of College Students

To begin with, the level of education of our study subjects is presented

Table 4.1 has related data.

Table 4.1: Educational Level of College Students

Educational Level

College

Students in Bangalore City

College

Students in Mysore City

Total No. & %

Pre-University 109 (50%) 109 (50%) 218 (100%)

Under-Graduate 109 (50%) 109 (50%) 218 (100%)

Total 218 (100%) 218 (100%) 436 (100%)

It is evident that the respondents of this study are divided uniformly to

lend a representative character to our sample. The above table indicates

that out of 436 college students 218 (50%) are studying in the pre-

university class and the other 218 (50%) students are studying in

under graduate courses. Today throughout the world in general, and

India in particular, the usage of Social Networking Sites is widespread

among college students who are studying in these two levels. Hence the

present research concentrated on students from these two levels.

To facilitate a comparative analysis, the study has collected

primary data from two different cities namely, Bangalore and Mysore.

As the above table shows, of the 436 college students, 218 are drawn

from Bangalore and the other 218 are based in Mysore city.


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Age group wise Distribution

It is seen from the data in Table 4.2 that out of 436 college students 9

percent are below 15 years of age and 15 percent are in the 16-17 age

range. Interestingly the majority of college students (35 %) are in the

age group 18-19 years. Further, 31 percent are between the age of 20-

21 years and 8 percent in the 22-23 year age range. Only 1 percent of

the respondents are above 24 years of age. It is found that those in the

age group 18-21 years are the highest users of SNS. The data are

shown in the form of a bar diagram (4.1).

Table 4.2: Age Range of College Students (In Years)

In Years College


College Students in Mysore City

Total No. & %

Below 15 14 (6%) 25 (11%) 39 (9%)

16-17 37 (17%) 29 (13%) 66 (15%)

18-19 62 (28%) 92 (42%) 154 (35%)

20-21 78 (36%) 58 (27%) 136 (31%)

22-23 22 (10%) 14 (6%) 36 (8%)

Above 24 05 (2%) - 05 (1%)

Total

218 (100%)

218 (100%)

436 (100%)

0

50

100

150

200

Below 15 16-17 18-19 20-21 22-23 Above 24

Diagram 4.1: Age Range of College Students (In Years)

Number of Students


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Gender wise Distribution

Since both young men and women use SNS extensively, it was decided

to select an equal number in each category. Table 4.3 shows the gender

wise spread of the sample in Bangalore and Mysore.

Table 4.3: Gender wise Distribution of College Students

City Level of Student’s

Education

Gender Total

Male Female

Bangalore Pre-University Level 55 54 109

Degree Level 54 55 109

Mysore Pre-University Level 55 54 109

Degree Level 54 55 109

Total 218 218 436

Marital Status

Though college students generally tend to postpone marriage till at least

they complete their +2 or college education, it is likely that at least a

few may have got married, due to family pressure. Hence the study of

marital status, Table 4.4 has the details.

Table 4.4: Marital Status of Students

Marital

Status

College Students

in Bangalore City


Total No. & %

Single 207 (95%) 218 (100%) 425 (97%)

Married 11 (5%) - 11 (3%)

Total 218 (100%) 218 (100%) 436 (100%)


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As Table 4.4 shows 97 percent of our subjects are single and only 3

percent are married. Also, these are students in the final year of their

degree programme.

Medium of Education

There is a close association between use of SNS and medium of

education, as the most commonly used language in these sites is

English. It is also more likely that familiarly with this language prompts

the use of these sites and encourages them to surf these sites.

Table 4.5: Medium of Education of College Students

Medium of Education

College Students in Bangalore City


Total No. & %

Kannada 20 (9%) 52 (24%) 72 (17%)

English 198 (91%) 166 (76%) 364 (83%)

Total 218 (100%) 218 (100%) 436 (100%)

It is seen from the data in Table 4.5 that 91 percent of the subjects in

Bangalore and 76 percent in Mysore are from an English medium

background. For that matter, more students in Bangalore than Mysore

have English as their medium of education. This may be attributed to

Bangalore’s cosmopolitan nature as compared to Mysore.


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Respondents' Place of Primary and Secondary Schooling

Table 4.6: Respondents' Place of Primary and Secondary

Schooling

Region College Students in Bangalore City


Total No. & %

Rural 65 (30%) 125 (57%) 190 (44%)

Urban 153 (70%) 93 (43%) 246 (56%)

Total 218 (100%) 218 (100%) 436 (100%)

As the above table shows the majority of college students (56%) had

finished their primary and secondary schooling in urban regions and

only 44 percent had finished their primary and secondary schooling in

rural areas.

Religious Composition

Since the study is on SNS use among college students in Bangalore and

Mysore cities, data on religious background was collected to find out if

minority groups have been able to make headway to higher education,

as given the population composition of this country, Hindus are

generally in a majority. Table 4.7 has the data on the religious

composition of the student groups chosen for the study.


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Table 4.7: Religious Composition

Religious

Background

College Students

in Bangalore City

College Students

in Mysore City Total No. & %

Hindu 156 (72%) 196 (90%) 352 (81%)

Muslim 34 (16%) 09 (4%) 43 (10%)

Christian 19 (9%) 05 (2%) 24 (6%)

Others 09 (4%) 08 (4%) 17 (4%)

Total 218 (100%) 218 (100%) 436 (100%)

It is seen from the table data that Hindus constitute the majority in

both the cities. However, there are more Muslims and Christians in

Bangalore colleges than in Mysore.

Respondents' Place of Birth

In order to understand the socio-economic background of the sample

college students, this researcher collected data on their place of birth.

The respondents of the study come from different regions. It is found

that the majority (57%) were born in urban areas and only 43 percent of

the students were born in villages. Hence, it is seen that majority of the

respondents are growing up in an urban setting, which is a factor

influencing these students to actively engage in using SNS.

Table 4.8: Respondents' Place of Birth



Total No. & %

Rural 81 (37%) 107 (49%) 188 (43%)

Urban 137 (63%) 111 (51%) 248 (57%)

Total 218 (100%) 218 (100%) 436 (100%)


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Respondents' Place of Residence

Even though a significant number of college students were born in rural

areas, many of them moved to urban areas. As Table 4.9 indicates 76

percent are currently living in cities and only 24 percent live in rural

regions. Hence, as the study shows majority of these college students

live in urban settings.

Table 4.9: Respondents' Place of Residence



Total No. & %

Rural 43 (19%) 61 (28%) 104 (24%)

Urban 175 (81%) 157 (72%) 332 (76%)

Total 218 (100%) 218 (100%) 436 (100%)

Level of Education of Respondents’ Fathers

As the data in the table below show majority of the fathers (38%) have

completed their graduation. Twenty percent of the fathers have studied

in classes between 8-10. Based on these figures it is possible to link the

educational level of fathers with, first, students attending college and

second, using SNS.


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Table 4.10: Level of Education of Respondents’ Fathers

Level of Education

College Students in Bangalore

City


Total No. & %

Illiterate 17 (8%) 21 (10%) 38 (9%)

Class 1 to 7 5 (2%) 39 (18%) 44 (10%)

Class 8 to 10 19 (9%) 67 (31%) 86 (20%)

Pre-University level

41 (19%) 23 (10%) 64 (14%)

Graduation 109 (50%) 57 (26%) 166 (38%)

Post-Graduation

and Above 27 (12%) 11 (5%) 38 (9%)

Total 218 (100%) 218 (100%) 436 (100%)

Level of Education of Respondents’ Mothers

It is interesting to see that among the mothers the highest number have

completed at least +2 level education. Though the educational level of

the mother is lower than that of the father, and 24 percent of them are

illiterate, the fact that their children are using SNS reflects the all

pervasive nature of interest.

Table 4.11: Level of Education of Respondents’ Mothers

Level of

Education

College Students in Bangalore

City


Total No. &

%

Illiterate 39 (18%) 65 (29%) 104 (24%)

Class 1 to 7 13 (6%) 57 (27%) 70 (16%)

Class 8 to 10 24 (11%) 34 (16%) 58 (13%)

Pre-University level

81 (37%) 40 (18%) 121 (28%)

Graduation 45 (21%) 22 (10%) 67 (15%)

Post-Graduation and Above

16 (7%) - 16 (4%)

Total 218 (100%) 218 (100%) 436 (100%)


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Occupation of Respondents’ Father

In order to understand the occupational pattern of parents of these

college students the major working sectors have been analysed with

their responses. As Table 4.12 shows majority of fathers (47%) of college

students work in private sector and 22 percent of work in agricultural

sector. Only 11 percent of fathers are in government service.

Table 4.12: Occupation of Respondents’ Father

Occupations College Students in Bangalore City


Total No. & %

Agriculture 25 (11%) 72 (31%) 97 (22%)

Private Sector 110 (51%) 93 (43%) 203 (47%)

Govt. Service 34 (16%) 15 (9%) 49 (11%)

Self-Employed 49 (22%) 38 (17%) 87 (20%)

Total

218 (100%)

218 (100%)

436 (100%)

Occupation of Respondents’ Mother

As for the mothers, it is seen that the majority (53%) are home makers.

The next highest number work in the private sector, more number of

them in Bangalore. It is quite understandable because there are more

opportunities in this sector in Bangalore.


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Table 4.13: Occupation of Respondents’ Mother

Occupations College Students

in Bangalore City

College Students

in Mysore City

Total No. &

%

Agriculture 37 (17%) 37 (17%) 74 (17%)

Private Sector 65 (30%) 26 (12%) 91 (21%)

Govt. Service 14 (6%) 3 (1%) 17 (4%)

Self-Employed 11 (5%) 11 (5%) 22 (5%)

Home Maker 91 (42%) 141 (65%) 232 (53%)

Total

218 (100%)

218 (100%)

436 (100%)

Level of Total Income of Respondents' Family

To understand the economic background of college students a study of

their parental income has been undertaken. As Table 4.14 indicates the

majority of respondents’ family income falls between Rupees 11,000 –

20,000. Hence, it clearly indicates that most of the college students who

use Social Networking Sites belong to middle class.

Table 4.14: Level of Total Income of Respondents' Family (per

month)

Level of Income (per month)

College Students in Bangalore City


Total No. & %

Less than 10,000 51 (23%) 104 (48%) 155 (35%)

11,000 - 20,000 106 (49%) 73 (33%) 179 (42%)

21,000 - 30,000 48 (22%) 32 (15%) 80 (18%)

31,000 - 50,000 13 (6%) 9 (4%) 22 (5%)

51,000 - 1 Lakh - - -

Total 218 (100%)

218 (100%)

436 (100%)


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Usage of Social Networking Sites among College Students

This section contains the analysis of frequency of usage of SNS among

college students, further, it also contains data on the time spent on

browsing through SNS, purpose for which they use SNS, number of

Social Networking Sites in which they membership, the number of

friends with whom contact is maintained through SNS and membership

duration in SNS and their of. The data in this section provide insights

into the understanding of SNS usage.

Frequency of Usage of Social Networking Sites

The data in Table 4.15 show that the majority of respondents (61%) use

Social Networking Sites daily, 24 percent use once a week, 15 percent

use once a fortnight and 15 percent use once a month. Further, in

Bangalore city 58 percent of the respondents use Social Networking

Sites daily whereas in Mysore 63 percent of them use SNS daily. Hence,

the data clearly show that the majority of respondents are frequent

users of Social Networking Sites. This is an indicator that Social

Networking Sites have become part of everyday lives of these college

students. Further, the mean score for frequency of usage of Social

Networking Sites is 124. This shows that average number of college

students (124) use SNS daily.


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Table 4.15: Frequency of Usage of Social Networking Sites

Frequency College Students

in Bangalore City


Total No. & %

Daily 126 (58%) 138 (63%) 264 (61%)

Once a Week 72 (33%) 31 (14%) 103 (24%)

Once a Fortnight 16 (7%) 49 (22%) 65 (15%)

Once a Month 4 (2%) 60 (28%) 64 (15%)

Total 218 (100%) 218 (100%) 436 (100%)

Time Spent on Social Networking Sites

After presenting data on the frequency of usage of SNS, we proceed to

gain an understanding of the time spent on SNS in a given week. Table

4.16 has the related data. It emerges from the data that the majority of

our sample students (28%) spend 4-7 hours in a given week on

browsing SNS. These who use SNS between 8-12 hours, 4-7 hours and

1-3 hours are respectively 23 percent, 28 percent and 19 percent. While

0 100 200 300

Once a Month

Once a Fortnight

Once a Week

Daily

Diagram 4.2: Frequency of Usage of Social Networking Sites

Total No. of College Students


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4 percent spend more than 12 hours, 19 percent uses for less than an

hour.

A comparison between Bangalore and Mysore cities vis-a-vis time

spent on SNS is quite interesting. In Bangalore city 39 percent of the

respondents spend 4-7 hours per week on using SNS but in Mysore

only 17 percent of the respondents spend this amount of time with

SNS. Further, the mean score for time the spent on Social Networking

Sites is 87.2. Hence, it becomes clear that on an average 87.2 use SNS

for 4-7 hours per week.

Table 4.16: Time Spent on Social Networking Sites (per week)

Time (Hours) College



Total No. &

%

Less than 1 hour 16 (7%) 68 (31%) 84 (19%)

1-3 hours 32 (15%) 81 (37%) 113 (26%)

4-7 hours 85 (39%) 36 (17%) 121 (28%)

8-12 hours 72 (33%) 27 (12%) 99 (23%)

More than 12 hours

13 (6%) 06 (3%) 19 (4%)

Total 218 (100%) 218 (100%) 436 (100%)

0

20

40

60

80

100

120

140

Less than 1 hour 1-3 hours 4-7 hours 8-12 hours More than 12 hours

Diagram 4.3: Time Spent on Social Networking Sites



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Purpose for which College Students Use Social Networking Sites

Given the fact that on-line relationships are now gradually emerging as

substitutes for face-to-face relationships, it is very important to know

the factors that facilitate on-line relationships. Data in Table 4.17 give

the insights with those uses.

Table 4.17: Purpose for which College Students Use Social

Networking Sites

Purpose College



Total No. &

%

Keeping in touch with family

49 (22%) 80 (37%) 129 (30%)

Keeping in touch with friends

117 (54%) 124 (57%) 241 (55%)

Making new acquaintances

13 (6%) 07 (3%) 20 (5%)

Just for fun and entertainment

08 (4%) - 8 (2%)

To be ‘in’ because it’s popular nowadays

20 (9%) 02 (1%) 22 (5%)

Others 11 (5%) 05 (2%) 16 (4%)

Total 218 (100%) 218 (100%) 436 (100%)

0

50

100

150

200

250

Diagram 4.4: Purpose for which College Students Use SNS

1. Keeping in touch with family

2. Keeping in touch with friends

3. Making new acquaintances

4. Just for fun and entertainment

5. To be ‘in’ because it’s popular nowadays

6. Others


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College students use Social Networking Sites for various purposes. It is

really not easy to point out any one particular purpose that prompts

usage. However, Table 4.17 reveals that 55 percent of both Mysore and

Bangalore college students use SNS mainly for ‘keeping in touch with

friends’. The second largest number of students use SNS for ‘keeping in

touch with family’. Five percent of the respondents use SNS for ‘making

new acquaintances’. The other reasons which prompt use of SNS are for

‘seeking fun and entertainment’ and its ‘current popularity’. Factors

such as ‘just to view the profiles of other users’, ‘to be part of a

community or group’ and ‘due to peer pressure’ have been bracketed in

the category ‘others’.

Number of Social Networking Sites

Though a wide variety of factors determine SNS usage among college

students, it can be seen that the two most usable causes are keeping in

touch with friends and family.

Internet users seem to be gradually shifting from the use of a

single SNS to using multiple sites. Hence it becomes important to find

out the number of sites in which our sample subjects have

membership. The related data are seen in Table 4.18.


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Table 4.18: Number of Social Networking Sites in which Respondents

are Members

Number of SNS

College Students in

Bangalore City


Total No. & %

One 176 (81%) 187 (86%) 363 (83%)

Two 42 (19%) 26 (12%) 68 (16%)

Three - 05 (2%) 5 (1%)

Four - - -

Five and above - - -

Total 218 (100%) 218 (100%)

436 (100%)

As the above table displays 83 percent of respondents use only one

Social Networking Sites, 16 percent use two SNS and only 1 percent of

the respondents use three SNS simultaneously. Hence the majority of

respondents use only one Social Networking Site, but nowadays quite

significantly using more than one site is becoming a common

phenomenon among college students.

0

50

100

150

200

250

300

350

400

One Two Three Four Five and above

Diagram 4.5: Number of SNS in which Respondents are Members

Total No. of Students


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Preference Pattern of Social Networking Sites

Today’s cyber world is characterised by multiple site usage. However,

there is a major difference between the use of different Social

Networking Sites that are available. Different groups of SNS users may

prefer different types of sites and it is this pattern of usage, which we

tried to find out. Table 4.19 has the relevant figures.

Table 4.19: Preference Pattern of Social Networking Sites

List of Major

SNS

College Students in

Bangalore City

College Students

in Mysore City

Total No. &

%

Facebook 148 (68%) 113 (52%) 261 (60%)

Orkut 32 (15%) 89 (41%) 121 (28%)

Twitter 18 (8%) 05 (2%) 23 (5%)

Myspace 04 (2%) - 4 (1%)

Others 16 (7%) 11 (5%) 27 (6%)

Total 218 (100%) 218 (100%) 436 (100%)

0

50

100

150

200

250

300

Facebook Orkut Twitter Myspace Others

Diagram 4.6: Preference Pattern of Social Networking Sites



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Today in India, particularly among college students Facebook is the

most favourite Social Networking Site. According to the findings of the

present study 60 percent of the college students in Bangalore and

Mysore cities use Facebook. Interestingly, 68 percent of students in

Bangalore use only Facebook as compared to 52 percent in Mysore. The

second most preferred SNS is Orkut (28%). While in Bangalore only 15

percent of students use Orkut, in Mysore 41 percent use Orkut. Six

percent of the college students use other Social Networking Sites such

as Google plus, Bharatstudent, Hi5, Ibibo, Classmates.com and

Friendster. Only 2 percent of Bangalore city students use Myspace.

Number of Friends with whom Contact is maintained through

Social Networking Sites

After examining the preference that our study subjects have for

different SNS, we now try to find out the number of friends with whom

they keep contact through SNS. Table 4.20 has the related data.

Table 4.20: Number of Friends with whom contact is maintained

through Social Networking Sites

Number of Friends

College Students in

Bangalore City


Total No. & %

Less than 100 78 (36%) 142 (65%) 220 (50%)

100+ 52 (24%) 39 (18%) 91 (21%)

200+ 30 (14%) 28 (13%) 58 (13%)

300+ 38 (17%) 25 (11%) 63 (14%)

400 and above 20 (9%) - 20 (5%)

Total 218 (100%) 218 (100%) 436 (100%)


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It is seen that 50 percent of the student respondents keep contact with

less than 100 friends through SNS. Those who are in contact with more

than 100 friends ranges between 21 to 5 percent. The fact that majority

of the college students (50%) have less than one hundred online friends,

shows that they are very selective while choosing their online friends.

Interestingly it was also found that among college students there is an

assumption that the greater the number of friends on SNS the greater

the popularity of their personality. It is due to this reason that many

youngsters try to increase the number of online friends.

Duration of Membership in SNS

Given the fact that cultivation of online relationships is a recent

phenomenon, it becomes important to know the duration of their

membership in SNS. Table 4.21 has the details.

0

50

100

150

200

250

Less than 100 100+ 200+ 300+ 400 and above

Diagram 4.7: The Number of Friends with whom contact is maintained through SNS

Less than 100

100+

200+

300+

400 and above


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Table 4.21: Duration of Membership in SNS

Duration of Membership

College Students in

Bangalore City


Total No. & %

Less than a month 23 (11%) 56 (26%) 165 (38%)

1-6 months 129 (59%) 98 (45%) 168 (39%)

6 months – 1 year 54 (25%) 35 (16%) 82 (19%)

1-2 years 12 (6%) 09 (4%) 37 (8%)

2-3 years - - -

Total 218 (100%) 218 (100%) 436 (100%)

As seen from the data in Table 4.21 the single largest majority of our

study subjects have been members for a period ranging between 1 to 6

months. Those who have been members for periods ranging between 6

months to 1 year and 2-3 years, respectively account for 19 and 8

percent of the sample, 38 percent of the subjects have been members

for less than a month.

0

20

40

60

80

100

120

140

160

180

Diagram 4.8: Duration of Membership in SNS

1. Less than a month

2. 1-6 months

3. 6 months – 1 year

4. 1-2 years

5. 2-3 years

6. More than 3 years


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SNS also face a stiff competition from SMS option available on

mobile phones. Mobile network providers have realized the craze of the

younger generation for keeping in touch through mobile messages, and

have provided numerous schemes for cutting costs of SMS. It is

possible that a large number of SNS users depend excessively on mobile

messages for keeping in touch.

Type of Friends with whom Contact is Maintained

Friendships in one’s life may be of different types. It is thus interesting

to know the different categories of friendships in which our subjects are

involved. Table 4.22 has the relevant data.

Table 4.22: Friends on Social Networking Sites

Friends on SNS College Students

in Bangalore City


Total No. &

%

Friends – Classmates

71 (33%) 121 (56%) 192 (44%)

Friends – Who are not classmates

27 (12%) 17 (8%) 44 (10%)

Old friends – old class mates

62 (28%) 34 (16%) 96 (22%)

Friends through SNS 58 (27%) 46 (21%) 104 (24%)

Total 218 (100%) 218 (100%) 436 (100%)


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From the data in Table 4.22 it emerges that out of 436 respondents 44

percent mainly have classmates as friends on SNS. Since SNS based

friendships do not always indicate face-to-face contacts, it is interesting

to note that 24 percent of our subjects made friendships through SNS.

Old friends and friends who are not classmates account for 22 percent

and 10 percent of the sample respondents. Further, the mean score for

friends on Social Networking Sites is 109. Hence, it is understood that

the average number of college students (109) mainly have classmates as

friends on SNS.

Social Networking through Mobile Phone

Since mobile phone has emerged as the most widely used contact

channel today, mobiles are also extensively used as the medium for

accessing SNS. In fact India has the second largest number of mobile

phone users, next only to South Korea. It is in this background that we

tried to find out how many of our respondents access SNS through

these mobile phones. Table 4.23 has the data.

0

20

40

60

80

100

120

140

160

180

200

Diagram 4.9: Friends on Social Networking Sites

1. Friends – Classmates

2. Friends – Who are not classmates

3. Old friends – old class mates

4. Friends through SNS


Page 168

Table 4.23: Social Networking through Mobile Phone

Category College



Total No. &

%

Users 173 (79%) 119 (55%) 292 (67%)

Non-Users

45 (21%) 98 (45%) 143 (33%)

Total 218 (100%) 218 (100%)

436 (100%)

As Table 4.23 shows the majority of college students (67%) use mobile

phones for accessing Social Networking Sites. It is very user friendly for

them to access Social Networking Sites on their mobile phones.

Currently with the availability of 3G internet network, which provides

high speed internet college students can access SNS more frequently.

Further, by introducing 4G internet facility to mobile phones the usage

of SNS can be increased. This will further enable college students to

connect faster with the members of their family, friends and others.

67%

33%

Diagram 4.10: Social Networking through Mobile Phone

Users

Non-Users


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Activities on Social Networking Sites

The very unique feature of SNS is the multifarious range of activities for

which they are used. Before online modes of communication took the

world under their siege, letters were the chief mode of keeping-in-touch.

The main purpose of letter writing was to exchange information, but

today the scope of what we mean by information itself has widened. So

it is interesting to know the type of activity profile of SNS users. Table

4.24 has the data related to our subjects.

Table 4.24: Activities on Social Networking Sites

Applications Always

Often

Sometimes

Seldom

Never

Total

No. & %

Status Update

76 (17%) 140(32%) 173 (40%) 48 (11%) - 436

(100%)

Video Sharing - 76 (18%) 223 (51%) 40 (9%) 96

(22%)

436

(100%)

Picture

Sharing 16 (4%) 236 (54%) 184 (42%) - -

436

(100%)

Chats 34 (8%) 272 (62%) 94 (21%) 20 (5%) 16 (4%) 436

(100%)

Comments 296 (68%) 24 (6%) 44(10%) 72 (16%) - 436

(100%)

0

50

100

150

200

250

300

350

Diagram 4.11: Frequency of Use of Comment Application in

SNS


0

50

100

150

200

Diagram 4.12: Frequency of Use of Status Update

Application in SNS



Page 170

Table 4.24 gives a picture of the nature of activities in which SNS users

engage. One factor that emerges straight away is that no longer is

information sharing the only reason for communication. Photo update

and photo sharing, besides chatting and updating status are key

activities associated with SNS. Commenting on/status updates and

photographs is another activity widely engaged in by SNS users.

Social Networking Sites are also now serving as key sources of

news on various events all over the world. Since there is scope for

posting clippings of news papers, excerpts of articles, write ups

published in many sources, sharing video clippings or even comments

on important world events, be it sports, politics, international feuds.

SNS are indeed becoming a channel for updating our knowledge and

keeping ourselves abreast of the happenings around us.

Impact of SNS on Different Aspects of Users’ Lives

Social Networking Sites have different types of impact on different types

of users. In the section that follows the areas of impact are discussed.

Life style is used here to mean the way one thinks and lives. Table 4.25

has the figures related to the influence on life style.


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Table 4.25: Influence of SNS on the Respondents’ Lifestyle

Response College



Total No. & %

Influenced 152 (70%) 170 (78%) 322 (74%)

Not Influenced

66 (30%) 48 (22%) 114 (26%)

Total 218 (100%) 218 (100%) 436 (100%)

X2 = 0.05 d.f. = 3 C= 0.15 Significant at 0.05 level

The influence of SNS on the lifestyle of college students is significant at

0.05 level which indicates that the influence of SNS on these college

students’ lifestyle persists.

As Table 4.25 shows 74 percent of respondents acknowledge that

their lifestyle is influenced by the usage of SNS and only 26 percent

said that there is no influence of SNS on their lifestyle. It is important

to note that usage of SNS influences lifestyle which includes beliefs,

culture, attitudes and behavioural patterns of college students. Today

Social Networking Sites have become part of lifestyle of these college

students.

74%

26%

Diagram 4.13: Influence of SNS on the Respondents’ Lifestyle

Influenced

Not Influenced


Page 172

Influence on the Social Life of College Students

Social life is used to refer to the contact networks that one develops, as

access to SNS widens the scope of contacts beyond face-to-face

relationships. But it is possible that not always the contacts one

develops through SNS can lead to a positive experience. The data in

Table 4.26 give us an idea.

Table 4.26: Influence of SNS on the Social Life of College Students

Response College



Total No. & %

Positively Influenced

187 (86%) 132 (61%) 319 (73%)

Negatively Influenced

31 (14%) 86 (39%) 117 (27%)

Total 218 (100%) 218 (100%)

436 (100%)

From the table it becomes clear that the majority of college students

have indicated that they have been positively influenced by SNS. Those

73%

27%

Diagram 4.14: Influence of SNS on the Social Life of College Students

Positively Influenced

Negatively Influenced


Page 173

who said that they are negatively influenced are those whose online

networks led to negative experiences.

Influence of SNS on Making Students Sociable

Sociability refers to the ability to make new friends and also manage

relationships. Since SNS is a good facilitator of both, it is interesting to

see to what extent our students’ sociability levels were influenced by

SNS. Table 4.27 has the data.

Table 4.27: Influence of SNS on Making Students Sociable

Level of Being Social

College Students in

Bangalore City


Total No. & %

More social 94 (43%) 66 (30%) 160 (37%)

Medium social 52 (24%) 88 (40%) 140 (32%)

Less social 30 (14%) 54 (25%) 84 (19%)

Not social at all 42 (19%) 10 (5%) 52 (12%)

Total 218 (100%) 218 (100%) 436 (100%)

0

20

40

60

80

100

120

140

160

180

More social Medium social Less social Not social at all

Diagram 4.15: Influence of SNS on Making Students Sociable



Page 174

Table 4.27 shows that 37 percent indicated that Social Networking Sites

made them highly sociable, 32 percent moderately sociable and in the

case of 19 percent the influence was limited. Only 12 percent of the

respondents pointed out that SNS has no influence on them at all.

Impact of SNS on Increasing Consumerist Attitudes

The onset of globalization saw a rise in consumerism in India in a big

way. Since SNS have a major role to play in promoting consumer

culture, we tried to find out if they had any impact on increasing

consumerist tendencies. Table 4.28 has the related data.

Table 4.28: Impact of SNS on Increasing Consumerist Attitudes

Response College



Total No. & %

Affect 142 (65%) 116 (53%) 258 (59%)

Do Not

Affect 76 (35%) 102 (47%) 178 (41%)

Total 218 (100%) 218 (100%) 436 (100%)

X2 = 0.62 d.f. = 1 C= 0.22 Significant at 0.01

level.

59%

41%

Diagram 4.16: Impact of SNS on the Increasing Consumerist Attitudes

Affect

Do Not Affect


Page 175

The impact of SNS on the increasing consumerist attitudes of college

students is significant at 0.01 level, which indicates that the usage of

SNS has led to students developing consumerist tendencies.

Table 4.28 indicates that 59 percent agree that there is an impact

of SNS on increasing their consumerist orientations and only 41

percent say that there is no impact of SNS.

In this capitalistic economy selling goods is as important as

producing goods. The competition in the economy is at the peak.

Advertisement of a product through television, radio or newspaper is a

sure method for reaching out to people. But in the present scenario

online SNS have been added to these traditional media. Online SNS

provide a platform to users where they discuss and share information

about a particular product or a service which definitely affects the

consumerist attitudes of college students. SNS are making a huge

impact on the decisions a user makes to purchase a product in the

market. New trends in clothing, electronic gadgets and many more are

discussed exhaustively with online friends.

Membership in Communities/Groups

One of the key features of SNS is the membership that their users have

in communities/groups. A group, often termed as a community or e-

group, is a feature in many social network services which allows users

to create post, comment to and read from their own interest


Page 176

specific forums, often within the realm of virtual communities.

Groups/Communities, which may allow for open or closed access,

invitation and/or joining by other users outside the group, are formed

to provide mini-networks within the larger and more diversed Social

Networking Sites (Rainie, H. Rainie, L. and Wellman, B.; 2012). Data

relating to this issue vis-à-vis our sample subjects are available in Table

4.29.

Table 4.29: Membership in Communities/Groups of SNS

Category

College


College


Total No. & %

Members 179 (82%) 143 (66%) 322 (74%)

Non-Members 39 (18%) 75 (34%) 114 (26%)

Total 218 (100%) 218 (100%) 436 (100%)

The above table shows that 74 percent of the respondents are members

in communities or groups on Social Networking Sites and only 11

percent of them are not members in any of these communities or

groups of SNS.


Page 177

Respondents’ Degree of Support and Participation on Social and

Economic Issues on SNS

Table 4.30: Respondents’ Degree of Support and Participation on

Social and Economic Issues on SNS

The above table illustrates the degree of respondents’ support towards

social and economic issues on Social Networking Sites. These data help

understand the usage pattern of SNS among college students. Out of a

total of 436 respondents 49 percent are less active regarding their

support on social issues on SNS, 29 percent are active only on some

issues, 20 percent are not active at all and 6 percent are very active

while 1 percent are moderately active regarding their support on social

issues on SNS.

Level of Support and

Participation

College Students in

Bangalore City


Total No.

& %

Socia

l

Very active - 12 (6%) 24 (6%)

Moderately active 56 (26%) 03 (1%) 6 (1%)

Less active 34 (16%) 106 (49%) 212 (49%)

Active only on some issues

31 (14%) 64 (29%) 128 (29%)

Not active at all 97 (44%) 43 (20%) 86 (20%)

Econom

ic

Very active - 06 (3%) 12 (3%)

Moderately active - 03 (1%) 6 (1%)

Less active 18 (8%) 10 (5%) 20 (5%)

Active only on some issues

76 (35%) 129 (59%) 258 (59%)

Not active at all 124 (57%) 164 (75%) 328 (75%)

Total 218 (100%) 218 (100%) 436

(100%)


Page 178

Regarding the respondents’ support on economic issues 75

percent are not active at all, while 59 percent are active only on some

issues, five percent are less active and only 3 percent are very active.

This clearly shows that college students do not support or active for

social and economic issues on SNS.

Respondents’ Personal, Social and Economic Aspects on SNS

Discussion on personal, social and economic issues takes place

through SNS all the time between users. People use Social Networking

Sites to project their personal views and occurrences. Such personal

happenings involve emotions, relationship status and much more.

Moreover, the pictures posted as well depict the personal life of its

users. Thus, SNS are used as a medium to share the personal and

private life of users themselves.

In SNS, people share their opinion freely. Social issues spread out

quickly and this facilitates more liberal debates. Social Networking Sites

thus permit their users to discuss social issues. These issues range

from current societal problems such as rape, murder, dowry, corruption

and so on to contemporary political developments. In other words,

users of SNS acquire a platform to discuss and develop concern for

social issues.

In addition, economic and political aspects have become the main

subject of inquiry in Social Networking Sites. People are more and more

involved and interested with the economy and politics of their


Page 179

countries. Thus, SNS have become a good stage for its discussion.

Hence, the users of SNS make ample use of these sites for the

proliferation of the new economic policies as well as current political

developments. Moreover, the users debate upon good governance as

well as the negative aspects of the current government. Consequently,

diverse opinions can be obtained regarding the economy and political

issues as many people use SNS as a platform for projecting their views

and suggestions regarding both the political and economic issues. We

sought to find out how our respondents fared on this front. Table 4.31

has the related figures.

Table 4.31: Respondents’ Personal, Social and Economic Aspects

on SNS

Level of Content Sharing

College Students in

Bangalore City


Total No. & %

Pers

onal

Share more 168 (77%) 156 (72%) 312 (74%)

Moderately share

32 (15%) 48 (22%) 96 (18%)

Do not share 18 (8%) 14 (6%) 28 (8%)

Socia

l

Share more 14 (7%) 18 (8%) 36 (8%)

Moderately share

138 (63%) 84 (39%) 168 (42%)

Do not share 66 (30%) 116 (53%) 232 (50%)

Econom

ic

Share more - 13 (6%) 26 (2%)

Moderately

share

82 (38%) 39 (18%) 78 (28%)

Do not share 136 (62%) 166 (76%) 332 (70%)

Total 218 (100%) 218 (100%) 436 (100%)


Page 180

The data in this table help us understand the nature of content sharing

of the college students on Social Networking Sites. While explaining the

type of content sharing on SNS of the respondents the researcher had

concentrated on three major aspects, namely personal, social and

economic. Seventy four percent of the respondents said that they share

information on personal aspects and only a few college students share

feelings on more social (8%) and economic (2%) aspects. Hence, the

majority of the users of Social Networking Sites generally use the facility

for sharing information on personal matters rather than discussing

social or economic issues. The majority of respondents (50%) do not

share matters relating to social issues on Social Networking Sites.

Further, out of 436 respondents 70 percent do not share opinions on

economic aspects on Social Networking Sites.

Participation of Respondents in Student and Political Activities

and Civil Society Groups

An avid user of SNS is aware of the fact that at least a few users use

SNS for connecting with persons involved in civic groups/organizations

with different agendas. We wanted to examine how this worked with our

subjects. The answers are available in Table 4.32.


Page 181

Table 4.32: Level of Participation of Respondents in Student

Organizations and Political Activities through SNS

Table 4.32 depicts that 85 percent have not participated in any political

activities. Only 15 percent have participated in political activities. 59

percent of the respondents have not supported or participated in any

civil society group activities. It is quite interesting to note that 41

percent supported or volunteered in civil society groups. A majority

(75%) have not supported or participated in any student organization

activities.

15%

85%

Diagram 4.17: Political Activities Participated

Not Participated

41%

59%

Diagram 4.18: Volunteering

with civil society groups

Participated

The Level of Participation College Students

in Bangalore City

College Students

in Mysore City

Total

No. & %

Political activities

Participated 36 (17%) 28 (13%) 64

(15%)

Not Participated

182 (83%) 190 (87%) 372

(85%)

Volunteering with civil society

Participated 92 (42%) 86 (39%) 178

(41%)

Not Participated

126 (58%) 132 (61%) 258

(59%)

Student

organizations

Participated 66 (30%) 42 (19%) 108

(25%)

Not Participated

152 (70%) 176 (81%) 328

(75%)

Total 218 (100%) 218 (100%) 436

(100%)


Page 182

It can be seen from the data that the level of student participation in

what is identified as co-curriculum activities is not very high. It is

evident that using online SNS for purposes such as marketing,

advertisement etc. has dramatically increased. SNS are being used for

political activities also viz, campaigning for a political party, organizing

a political procession or meeting. Though there is a steady increase in

the use of SNS for political activities, college students in our study do

not seem to have used the sites for this purposes to a great extent.

Further, there is a difference in the level of participation of college

students in political activities (15%) and in volunteering with civil

society groups (41%). Reasonably significant numbers (41%) of college

students participated in volunteering with civil society through SNS.

There are quite a number of incidents which support the above

statement, for example, the nationwide protest against corruption or

Delhi gang rape case in 2012.

25%

75%

Diagram 4.19: Students Organizations

Participated Not Participated


Page 183

Impact of SNS on the Respondent’s Academic Performance

Table 4.33: Impact of SNS on the Respondent’s Academic

Performance

X2 = 0.05 d.f. = 3 C= 0.72 Not Significant at 0.07 level.

The above statistical analysis clearly points out that there is no positive

impact of SNS on the academic performance of college students.

Table 4.33 reveals that out of 436 respondents 71 percent have

found a negative impact of the usage of SNS on their academic

performance and 27 percent say that there is a positive influence of

SNS on their academic performance. Hence, the majority of respondents

said that SNS had a negative impact on their academic performance. It

28%

72%

Diagram 4.20: Impact of SNS on Respondent’s Academic Performance

Positive Negative

Response

College Students in

Bangalore City


Total No. & %

Positive 82 (38%) 36 (17%) 118 (27%)

Negative 136 (62%) 172 (79%) 308 (71%)

Total 218 (100%) 218 (100%) 436 (100%)


Page 184

was revealed in some of the unstructured interviews with college

students that usage of SNS is more time consuming and many of them

do not find sufficient time for their academic activities. But some of the

respondents, who had found positive impact of the usage of SNS on

their academic performance, had turned SNS into study groups where

they have had fruitful academic discussions. Hence it is suggested that

such measures must be taken into consideration to improve students’

academic performance.

Impact of the Medium of Instruction (In their primary & secondary

level of education) on the Respondents’ Usage Pattern of SNS

Table 4.34: Impact of the Medium of Instruction (In their primary

& secondary level of education) on the Respondents’ Usage

Pattern of SNS

Response College Students in Bangalore City


Total No. & %

Affects 30 (14%) 42 (19%) 72 (17%)

Do not affect

188 (86%) 176 (81%) 364 (83%)

Total 218 (100%) 218 (100%) 436 (100%)

X2 = 0.03 d.f. = 4 C= 6.62 Not Significant at 0.06 level.

17%

83%

Diagram 4.21: Impact of the Medium of Instruction (In their primary & secondary level of education)

Affects

Do not affect


Page 185

The analysis shows that there is no impact of medium of instruction on

their usage of Social Networking Sites.

Out of 436 respondents 83 percent said that the medium of

instruction (in their primary and secondary schooling) doesn’t affect

their usage pattern of SNS and 17 percent said that it affects their

usage pattern of SNS.

Impact of the Medium of Instruction on the Respondents’ Usage

Pattern of SNS (Pre-University and Under-Graduate Level)

Table 4.35: Impact of the Medium of Instruction on the

Respondents’ Usage Pattern of SNS (Pre-University and Under-

Graduate Level)

Response College



Total No. & %

Impact is there

38 (17%) 60 (28%) 98 (22%)

Impact is not there

180 (83%) 158 (72%) 338 (78%)

Total 218 (100%) 218 (100%) 436 (100%)

22%

78%

Diagram 4.22: Impact of the Medium of Instruction

Affect

Do not affect


Page 186

As Table 4.35 shows 78 percent have said that the medium of

instruction doesn’t affect their usage pattern of SNS and 22 percent

said that it affects their usage pattern. Therefore, the medium of

instruction of college students does not really affect the usage pattern

of SNS, even though the medium of instruction of the college students

varies largely among them. Interestingly many of the Social Networking

Sites have made SNS more user friendly by providing services in local

languages in the linguistically and culturally diverse Indian society.

The Degree of Trustworthiness of People on SNS

Table 4.36: The Degree of Trustworthiness of People on SNS

Response

College


College


Total No. & %

Very trustworthy 14 (6%) 10 (5%) 24 (6%)

Moderately

trustworthy 112 (51%) 18 (8%) 130 (30%)

Slightly trustworthy 66 (30%) 142 (65%) 208 (48%)

Not at all trustworthy 26 (12%) 48 (22%) 74 (17%)

Total 218 (100%) 218 (100%) 436 (100%)

0

50

100

150

200

250

Very trustworthy

Moderately trustworthy

Slightly trustworthy

Not at all trustworthy

Diagram 4.23: The Degree of Trustworthiness of the People on SNS



Page 187

To know the extent to which college students trust people who become

friends online, they were asked ‘What according to you is the degree of

trustworthiness of the people you meet only on SNS?’. Majority (48%) of

the college students pointed out that the people they meet online are

slightly trustworthy. The second highest was ranked to be ‘moderately

trustworthy’ (30%). Hence the degree of their trustworthiness towards

people they meet online is quite low.

Sharing Respondents’ Personal Information

Table 4.37: Sharing Respondents’ Personal Information

Response College Students in Bangalore City


Total No. & %

Immediately 8 (4%) 10 (5%) 18 (4%)

After a few weeks

38 (17%) 18 (8%) 56 (13%)

After a month 72 (33%) 52 (24%) 124 (28%)

Not at all 100 (46%) 138 (63%) 238 (55%)

Total 218 (100%) 218 (100%) 436

(100%)

0 50 100 150 200 250

Not at all

After a month

After a few weeks

Immediately

Diagram 4.24: Sharing Respondents’ Personal Information

Total No. of Students


Page 188

As Table 4.37 shows 55 percent do not share their personal information

on their respective Social Networking Sites. Only 4 percent share their

personal information ‘immediately’ on SNS and hence it shows the

cautious usage of SNS among college students. Twenty eight percent of

the respondents share their personal information with the users of SNS

only after a month’s online friendship. This trend also signifies that the

chance of getting into trouble for college students is lesser when they do

not share their information with online friends as soon as they

developed contact.

The Frequency of Playing Games

Table 4.38: The Frequency of Playing Games by the Respondents

Response

College


College


Total No. & %

Play 130 (60%) 93 (43%) 223 (51%)

Do not play 88 (40%) 125 (57%) 213 (49%)

Total 218 (100%) 218 (100%) 436 (100%)

51%

49%

Diagram 4.25: The Frequency of Playing Games

Play

Do not play


Page 189

As the above table shows 51 percent play games on SNS and 49 percent

do not. Hence the majority of the respondents play games on SNS

which leads to its greater usage. It is found that currently playing

games on SNS by college students is gradually increasing. In a way this

is also coming in the way of developing or strengthening person-to-

person contacts.

In the section that follows the major findings of this chapter are

presented. The primary objective of this chapter was to explore the

usage pattern of Social Networking Sites among college students and

also create a demographic and social profile of these college students.

As with many technologies, adoption of the Internet especially for its

social uses has seen its highest levels among young college students in

India. The majority of current college students have access to the

Internet and computers for a large percentage of their lives. These

digital natives see these technologies as a logical extension of traditional

communication methods, and perceive social networking sites as often

a much quicker and more convenient way to interact. That they are

aware of the danger and risk involved in these sites is a positive

indicator that Indian college students are not only techno-savvy and

socially active through social networking sites but they also possess

social consciousness.

The following are the major findings of this chapter:

For the majority of respondents (83%) the medium of

education is English.


Page 190

The majority of respondents (81%) are Hindu.

The maximum number of respondents (61%) use Social

Networking Sites daily.

A major segment of the sample college students (28%)

spend 4-7 hours per week for using Social Networking

Sites.

The majority of the respondents (55%) use SNS for ‘keeping

in touch with friends’.

A large number of respondents (83%) use a single Social

Networking Site.

The majority of college students (50%) had less than 100

friends on SNS.

Majority of the respondents (39%) are using Social

Networking Sites for a duration of 1-6 months.

A major portion of the respondents (44%) mainly have

classmates as friends on SNS.

Majority of the respondents (74%) acknowledge that there

is no influence of SNS on their lifestyles.

More than half the respondents (59%) agree that there is an

impact of SNS on their increasing consumerist attitudes.

Majority of the respondents (49%) are less active regarding

their support on social issues on SNS.

Most of the respondents (72%) share information more on

personal aspects, but have generally not participated (85%)

in any political activities.


Page 191

The majority of the respondents (59%) have not helped in

volunteering with civil society on SNS.

The largest number of students (71%) found a negative

impact of the usage of SNS on their academic performance.

It is seen in the case of a majority of respondents (83%)

that the medium of instruction (in their primary and

secondary schooling) doesn’t affect on their usage pattern

of SNS.

In the case of medium of education in college also, the

majority of respondents (78%) have said that the medium of

instruction doesn’t affect their usage pattern of SNS.

A majority of the total number of college students (48%)

pointed that the people they meet online are only slightly

trustworthy.

Majority of the respondents (55%) do not share their

personal information on their respective Social Networking

Sites. A little more than half the respondents play games on

SNS.

References

1. Alvin, Malesky L. and Chris, Peters. 2011. “Defining Appropriate

Professional Behaviour for Faculty and University Students on

Social Networking Websites”. Springer.

2. Bechmann, A. and Lomborg, S. 2012. “Mapping Actor Roles in

Social Media”.


Page 192

3. “Forget Emails, MicroMobs Takes Group Messaging Out of Your

Inbox" - Services such as micromobs offer an e-mail alternative

for e-group communication. NY Times website. Retrieved on July

13, 2010.

4. Neelamalar, M. and Chitra, P. 2009. “New Media and Society; A

Study on the Impact of Social Networking Sites on Indian Youth”.

Studies in Communication. 6; 125-145.

5. Nicole Ellison, C. S. 2007. “The Benefits of Facebook ‘Fiends’:

Social Capital and College Students' Use of Online Social Network

Sites”. Journal of Computer-Mediated Communication.

6. Nicole Ellison, C. S. 2008. “Social Networking Sites: Students and

Information Technology”, Educause Center for Applied Research.

7. Paul, A. Kirschner, A. Aryn, C. Karpinski, B. Kirschner and

Karpinski. 2010. “Facebook and Academic Performance”.

Computers in Human Behavior. pp. 1237–1245.

8. Preeti, Mahajan. 2009. “Use of Social Networking in a

Linguistically and Culturally Rich India”. The International

Information & Library Review.

9. Rainie, H. Rainie, L. and Wellman, B. 2012. “Networked: The New

Social Operating System”.

10. Sandars, J. 2007. “The Use of New Technology to Facilitate

Learning through Personal Networks”. Work Based Learning in

Primary Care. 5, 5-11.

http://en.wikipedia.org/wiki/NY_Times

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