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TABLE OF CONTENTS
ACKNOWLEDGEMENT....................................................................................... 3
EXECUTIVE SUMMARY...................................................................................... 4
Basics.............................................................................................................. 5
COMMON APPLICATIONS OF SOCIAL NETWORK.......................................6
The use for Business applications....................................................................7
Educational applications.............................................................................8
METHODOLOGY........................................................................................... 12
INTERVIEWS FINDINGS................................................................................... 15
CONCLUSION AND RECOMMENDATIONS..................................................47

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ACKNOWLEDGEMENT
I owe my profound thanks and deepest gratitude to Almighty
Allah, most merciful, who blessed me with determination,
strength, ability and divine help to complete this piece of
research work.
We want to thank our Course Instructor of Methods in Business Research, Sir Reza Syed,
whose supervision and assistance was of immense help and support to us.
We would also like to thanks all the people who filled our questionnaires while forgoing
their valuable time.
Furthermore, we would also like to thank all the people who took part in the interview
and provided us with a lot of knowledge we would have otherwise not been able to get.

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EXECUTIVE SUMMARY
The current youth of the 20th century is nowadays using technology as
a medium to interact and intermingle with their peers/relatives etc.
There are several mediums and platforms through which youth can
socialize them, like Orkut, MySpace, and Facebook etc. The most
effective medium for socializing this that nowadays pretty common
and being used by almost all of the youth is Facebook. The basic
purpose of this report is to find out why people use social
sites/purpose, characteristics of people using them to analyze the
effect of using SOCIAL NETWORKING SITES on youth, and to find out
whether marketing on social sites is a good idea
To gather and analyze data for our report we used both Secondary data
and Primary Data. Secondary data was collected by visiting Facebook
groups on the Internet. Primary Data was gathered by distributing
questionnaires

through convenience sampling in which we selected

the best respondents for our research to gather data, Questionnaires

and Personal Interviews

were conducted to gather information

regarding peoples perception of Social Networking Sites, and whether

they have a positive image of it in terms of usefulness, a mean to
increase social awareness and to keep themselves updated of the
current affairs and information of their peers as well as of the country.
Marketing/advertising on social networking sites is also a good way

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INTRODUCTION
A social network service focuses on building and reflecting of social networks or social
relations among people, e.g., who share interests and/or activities. A social network
service essentially consists of a representation of each user (often a profile), his/her social
links, and a variety of additional services. Most social network services are web
based and provide means for users to interact over the internet, such as e-mail and instant
messaging. Although online community services are sometimes considered as a social
network service in a broader sense, social network service usually means an individualcentered service whereas online community services are group-centered. Social
networking sites allow users to share ideas, activities, events, and interests within their
individual networks.
The main types of social networking services are those which contain category places
(such as former school-year or classmates), means to connect with friends (usually with
self-description pages) and a recommendation system linked to trust. Popular methods
now combine many of these, with Facebook , orkut, twitter, hi5 and etc.

Basics
In general, social networking services allow users to create a profile for themselves, and
can be broken down into two broad categories: internal social networking ISN); and
external social networking (ESN) sites such as Facebook, Twitter and Orkut. Both types
can increase the feeling of community among people. An ISN is a closed/private
community that consists of a group of people within a company, association, society,
education provider and organization or even an "invite only" group created by a user in
an ESN. An ESN is open/public and available to all web users to communicate and are
designed to attract advertisers. ESN's can be smaller specialized communities (i.e. linked
by a single common interest e.g. The Social Golfer, ACountryLife.Com, Great Cooks
Community) or they can be large generic social networking sites (e.g. Facebook and
MySpace etc)

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However, whether specialized or generic there is commonality across the general

approach of social networking sites. Users can upload a picture of them; create their
'profile' and can often be "friends" with other users. In most social networking services,
both users must confirm that they are friends before they are linked. For example,
if osama lists zainab as a friend, then Zainab would have to approve osama's friend
request before they are listed as friends. Some social networking sites have a "favorites"
feature that does not need approval from the other user. Social networks usually have
privacy controls that allows the user to choose who can view their profile or contact
them, etc

Additional features
Some social networks have additional features, such as the ability to create groups that
share common interests or affiliations, upload or stream live videos, and hold discussions
in forums. Geo social networking co-opts internet mapping services to organize user
participation around geographic features and their attributes.
Lately, mobile social networking has become popular. In most mobile communities,
mobile phone users can now create their own profiles, make friends, participate in chat
rooms, create chat rooms, hold private conversations, share photos and videos, and share
blogs by using their mobile phone. Mobile phone users are basically open to every option
that someone sitting on the computer has. Some companies provide wireless services
which allow their customers to build their own mobile community and brand it, but one
of the most popular wireless services for social networking in North America is Facebook
Mobile. Other companies provide new innovative features which extend the social
networking experience into the real world.

COMMON APPLICATIONS OF SOCIAL NETWORK

The social networks are mostly used for all age groups nowadays. These are mostly used
for socializing and communication purpose. The user does many activities on social
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networks like sharing of information, posting messages, sharing the pictures and videos,
chatting with the friends, keep in touch with the world. Such social network is very
common for these activities are Facebook, Orkut and Hi5.

THE

USE FOR

BUSINESS

APPLICATIONS

The use of social network services in an enterprise context presents the potential of
having a major impact on the world of business and work.
Social

networks

connect

people

at

low

cost;

this

can

be

beneficial

for entrepreneurs and small businesses looking to expand their contact bases. These
networks often act as a customer relationship management tool for companies selling
products and services. Companies can also use social networks for advertising in the form
of banners and text ads. Since businesses operate globally, social networks can make it
easier to keep in touch with contacts around the world.
One example of social networking being used for business purposes is LinkedIn.com,
which aims to interconnect professionals. LinkedIn has over 40 million users in over 200
countries.
Another is the use of physical spaces available to members of a social network such
as Hub Culture, an invitation only social network for entrepreneurs, and other business
influentials, with Pavilions in major cities such as London, UK. Having a physical
presence allows members to network in the real world, as well as the virtual, adding extra
business value.
Applications for social networking sites have extended toward businesses and brands are
creating their own, high functioning sites, a sector known as brand networking. It is the
idea a brand can build its consumer relationship by connecting their consumers to the
brand image on a platform that provides them relative content, elements of participation,
and a ranking or score system. Brand networking is a new way to capitalize on social
trends as a marketing tool.

MARKETING PRODUCTS

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The social networks are also used for the advertisement purpose too. Because these
networks are widely used in all over the world by all profile of the people. And these
networks can be the good option for advertisement of their products by the companies
because users get attracted to the ads shown on these social networks, like the ads being
shown on Facebook, Orkut, and Twitter. Companies target their users on these social
networks either by creating separate forums of their products or they show ads of the face
of these networks.

EDUCATIONAL

APPLICATIONS

The National School Boards Association reports that almost 60 percent of students who
use social networking talk about education topics online and, surprisingly, more than 50
percent talk specifically about schoolwork. Yet the vast majority of school districts have
stringent rules against nearly all forms of social networking during the school day
even though students and parents report few problem behaviors online.
Social networks focused on supporting relationships between teachers and between
teachers and their students are now used for learning, educator professional development,
and content sharing. Ning for teachers, Learn Central, Teach Street and other sites are
being built to foster relationships that include educational blogs, export folios, formal and
ad hoc communities, as well as communication such as chats, discussion threads, and
synchronous forums. These sites also have content sharing and rating features

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POPULAR SOCIAL NETWORKING SITES

FACEBOOK
Facebook is a social networking website that
is operated and privately owned by Facebook,
Inc. Since September 2006, anyone over the
age of 13 with a valid e-mail address can
become a Facebook user. Facebook's target
audience is more for an adult demographic
than a youth demographic. Users can add
friends and send them messages, and update
their personal profiles to notify friends about
themselves. Additionally, users can join
networks organized by workplace, school, or
college. The website's name stems from the
colloquial name of books given to students at the start of the academic year by university
administrations in the US with the intention of helping students to get to know each other
better.
Facebook was founded by Mark Zuckerberg with his college roommates and fellow
computer science students Eduardo Saverin, Dustin Moskovitz and Chris Hughes. The
website's membership was initially limited by the founders to Harvard students, but was
expanded to other colleges in the Boston area, the Ivy League, and Stanford University. It
later expanded further to include (potentially) any university student, then high school
students, and, finally, to anyone aged 13 and over. The website currently has more than
400 million active users worldwide.

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TWITTER
Twitter is

a social

networking and micro

blogging service that enables its users
to send and read messages known
as tweets. Tweets are text-based posts
of up to 140 characters displayed on
the author's profile page and delivered
to the author's subscribers who are
known

as followers.

Senders

can

restrict delivery to those in their circle

of friends or, by default, allow open
access. Since late 2009, users can
follow lists of authors instead of following individual authors. All users can send and
receive tweets via the Twitter website, Short Message Service (SMS), or external
applications (notably including those developed for smartphones). While the service itself
costs nothing to use, accessing it through SMS may incur phone service provider fees.
The website currently has more than 100 million active users worldwide.
Since its creation in 2006 by Jack Dorsey, Twitter has gained notability and popularity
worldwide. It is sometimes described as "SMS of the Internet." The use of
Twitter's application programming interface for sending and receiving text messages by
other applications often eclipses direct use of Twitter.

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ORKUT
Orkut is a social networking website that is
owned and operated by Google Inc. The service
is designed to help users meet new friends and
maintain existing relationships. The website is
named after its creator, Google employee Orkut
Bykkkten.
Although Orkut is less popular in the United
States than competitors Facebook and MySpace,
it is one of the most visited websites
in India and Brazil. In fact, as of December
2009, 51.09% of Orkut's users are from Brazil,
followed by India with 20.02% and United States with 17.28%.Originally hosted
in California, in August 2008 Google announced that Orkut would be fully managed and
operated in Brazil, by Google Brazil, in the city of Belo Horizonte. This was decided due
to the large Brazilian user base and growth of legal issues.
As of 2011, Alexa traffic ranked Orkut 59th in the world; the website currently has more
than 100 million active users worldwide.[

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METHODOLOGY
POPULATION
The target population was all those users of social network blogs within the Karachi. We
targeted Bahria University Karachi campus for our survey.

SAMPLING METHOD
Non Probability Convenience sampling method was used to determine the respondents
which means whoever was easily available was contacted to gather the data.

SAMPLE SIZE
The sample size was 100 people as per the convenience.

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RESEARCH DESIGN
TYPE OF RESEARCH

Survey based and quantitative Research method is used which

can aid in making a profile of social network user and his/ her
preferences, activities on these networks which can even be
helpful

for

the

companies

in

many

aspects

like

doing

advertisements by properly targeting the audience and also for

recruitment.

Interview Based Research was also conducted from the 5

students of bahria university..

RESEARCH TECHNIQUE

Survey Research is used to collect the primary data.

Interviews were also conducted to know the preferences of social blog.

NATURE OF DATA
Both quantitative and qualitative data is collected. The proportion of
qualitative data is quite low.

SOURCES OF INFORMATION
Primary sources are used to collect the data which is to be analyzed to
make the decision. Also some of the secondary data is collected to find
out the profiles of users of the social networks.

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DATA COLLECTION METHOD

For the Questionnaires, Self Administered method was used to collect the data.
The respondents filled the questionnaires themselves. The questionnaire was
designed in the simplest way so that it doesnt create any ambiguities and
adequate instructions were given which can help the respondents to fill the
questionnaire accurately.

For the interviews, students were interviewed and they were asked questions
regarding our research.

DATA ANALYSIS
Descriptive analysis method is used to analyze the data in such a
way that helps in getting the accurate analysis of the data and aids in
the decision making in the best way possible.

LIMITATIONS
The major limitation was time which may have a little effect on
accuracy. But we tried our best to be as accurate as possible to aid in
right decision making.
Other

limitations

were

non-response

error

as

some

of

the

questionnaires were not completed because the come respondents

dont have opted for any ad on the social network blog (as asked in the
questionnaire). Response bias was also there.. We did our best to
minimize the administrative error and believe the report may not have
any administrative errors such as data processing error.

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INTERVIEWS FINDINGS
In the interviews, 5 people were interviewed. Following are the things found by the
interviews:
People provided different reasons for using social Networking Sites. Most of the people
said that they use facebook so as to stay in touch with their friends and those people who
do not meet each other every day, such as those family members who are abroad.
Some people say that facebook gives a chance for them to do different activities with
friends and hence improve their relationships and get to know others better. One person
said that he uses facebook as a means for knowledge and for staying in touch with the
current events.
One person said that he uses facebook as a source of knowledge and uses the links
posted by different people in their profiles. Most of the links provide source of
knowledge. Furthermore, the pages which are formed on Facebook of different people,
places and other different things provide knowledge about them.
From interview by some person we also got to know that Facebook is also good source of
marketing. The one source of Facebook which they like is the advertisements on the
Facebook. They are interested in going through them because they get knowledge and
availability of those products. So for them one reason of using Facebook is ads they see
on the mail pages.
Even though some of the people did say about the advantages of Facebook, however
there were also cons of Facebook highlighted in the interview.
Most of the interviewees did agree that they usually do sit on Facebook and on quite a lot
of occasions they just go online for the purpose of using Facebook. Even though they go
online for a little while but end up for quite a long time in the end and thus they did
highlight that when they do at last get up from the computers, their eyes start aching.
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Most of the people did say that one of the biggest disadvantages of Facebook is its
addiction and the quite a lot of problems arise from it. All the people did agree that they
had time management problems because of using Facebook and 70 percent said that it has
effects on eyes and some people did say that they usually tend to grow slow, lazy and
lethargic of using it too much.

POPULAR SOCIAL NETWORKING SITE

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Selected social Networking Site

Valid

Facebook

Frequency
86

Orkut

Percent
86.0

Valid Percent
86.0

Cumulative
Percent
86.0

2.0

2.0

88.0

Twitter

1.0

1.0

89.0

11

11.0

11.0

100.0

100

100.0

100.0

YouTube
Total

popular site
100

80

60

40

Count

20

0
Facebook

Orkut

Tw itter

youtube

selected social Networking Site

ANALYSIS
For the research on the users of Social network blogs, a sample of 100 users was taken.
The respondents were from Bahria University Karachi campus. Out of the 100
respondents, 86 respondents were interested in actively using Facebook.

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TIME SPENT ON SOCIAL SITES

gender of the respondents * hrs per week spend on Social sites
hours/week spend on Social Sites Crosstabulation
Count
hrs per week spend on Social sites
hours/week spend on Social Sites

gender of the
respondents

male
female

Total

Less than
3hrs
23
21
44

3 -- 7hrs
16
12
28

8 -- 12hrs
11
4
15

13 -- 17hrs
5
3
8

18 or more
4
1
5

Total
59
41
100

30

20

hrs per week

Less than 3hrs
10

3 -- 7hrs

Count

8 -- 12hrs
13 -- 17hrs
0

18 or more
male

female

gender of the respondents

ANALYSIS
Most of the male as well as female users use their social networking
blogs for less than 3 hours per week. And secondly most of the users
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(male and female both) use the blog services for 3 to 7 hours per
week.

PURPOSE OF USING SOCIAL SITES

gender of the respondents * purpose of using it Crosstabulation

Count
purpose of using it

gender of the
respondents

male
female

Total

Socializing
18
10
28

Communi
cation
23
19
42

Playing
games
10
2
12

Using
applications
2
3
5

Watching and
sharing
videos/photos
6
7
13

30

20

purpose of using it
Socializing
Communication
10
Playing games

Count

Using applications
Watching and sharing
0

videos/photos
male

female

gender of the respondents

ANALYSIS
Different people use Facebook for their different reasons. Some use it for watching and
sharing, keeping in touch with friends, using applications or in the rare cases playing
games. After analyzing the questionnaires, it was revealed that majority of people use

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Total
59
41
100

Facebook for Communication and Socializing. So, then it can be said that people mostly
use Facebook for keeping in touch with their friends and family or meeting new people.

DATA DISCLOSED BY THE RESPONDENTS

GENDER
gender of the
respondents
male

Valid

female

Valid

yes
no
Total
yes
no
Total

Frequency
43
16
59
32
9
41

Percent
72.9
27.1
100.0
78.0
22.0
100.0

Valid Percent
72.9
27.1
100.0
78.0
22.0
100.0

Cumulative
Percent
72.9
100.0
78.0
100.0

HISCHOL
gender of the
respondents
male

Valid

female

Valid

yes
no
Total
yes
no
Total

Frequency
33
26
59
21
20
41

Percent
55.9
44.1
100.0
51.2
48.8
100.0

Valid Percent
55.9
44.1
100.0
51.2
48.8
100.0

Percent
28.8
71.2
100.0
9.8
90.2
100.0

Valid Percent
28.8
71.2
100.0
9.8
90.2
100.0

Percent
52.5
47.5
100.0
34.1
65.9
100.0

Valid Percent
52.5
47.5
100.0
34.1
65.9
100.0

Cumulative
Percent
55.9
100.0
51.2
100.0

CELNO
gender of the
respondents
male

Valid

female

Valid

yes
no
Total
yes
no
Total

Frequency
17
42
59
4
37
41

Cumulative
Percent
28.8
100.0
9.8
100.0

CITY
gender of the
respondents
male

Valid

female

Valid

yes
no
Total
yes
no
Total

SOCIAL NETWORKING SITES

Frequency
31
28
59
14
27
41

Cumulative
Percent
52.5
100.0
34.1
100.0

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EMAIL
gender of the
respondents
male

Valid

female

Valid

yes
no
Total
yes
no
Total

Frequency
38
21
59
19
22
41

Percent
64.4
35.6
100.0
46.3
53.7
100.0

Valid Percent
64.4
35.6
100.0
46.3
53.7
100.0

Cumulative
Percent
64.4
100.0
46.3
100.0

RELTNSHP
gender of the
respondents
male

Valid

female

Valid

yes
no
Total
yes
no
Total

Frequency
25
34
59
18
23
41

Percent
42.4
57.6
100.0
43.9
56.1
100.0

Valid Percent
42.4
57.6
100.0
43.9
56.1
100.0

Cumulative
Percent
42.4
100.0
43.9
100.0

FAMILY
gender of the
respondents
male

Valid

female

Valid

yes
no
Total
yes
no
Total

Frequency
13
46
59
8
33
41

Percent
22.0
78.0
100.0
19.5
80.5
100.0

Valid Percent
22.0
78.0
100.0
19.5
80.5
100.0

Percent
33.9
66.1
100.0
24.4
75.6
100.0

Valid Percent
33.9
66.1
100.0
24.4
75.6
100.0

Cumulative
Percent
22.0
100.0
19.5
100.0

VIEWS
gender of the
respondents
male

Valid

female

Valid

yes
no
Total
yes
no
Total

Frequency
20
39
59
10
31
41

Cumulative
Percent
33.9
100.0
24.4
100.0

ANALYSIS
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The male users of Facebook dont feel any hesitation in describing their gender, hi
schooling, city and email. But they dont want to mention the information of cell phone
numbers, family, relationships and views in their Facebook profile.
And the female users also want to mention information like Gender and high schooling,
and they dont want to reveal their personal information relating to the cell phone
numbers, city, email, family, relationships and views. It means Male users mention more
information then the female users in their profile.

AGE OF THE RESPONDENTS

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age of the respondents

Valid

less than 14
14-18
19-25
26-30
above 30
Total

Frequency
1
9
70
13
7
100

Percent
1.0
9.0
70.0
13.0
7.0
100.0

Valid Percent
1.0
9.0
70.0
13.0
7.0
100.0

Cumulative
Percent
1.0
10.0
80.0
93.0
100.0

80

60

40

Count

20

0
less than 14

14-18

19-25

26-30

above 30

age of the respondents

ANALYSIS
Out of the total percentage of our respondents, around two third (70 %
of respondents) were lying under the age bracket of 19 to 25. It means
young people prefer more using the social blogs.

ANALYSING TIME SPEND BY THE RESPONDENTS

ACCORDING TO THEIR AGE
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age of the respondents * hrs per week spend on Social sites

hours/week spend on Social Sites Crosstabulation
Count
hrs per week spend on Social sites
hours/week spend on Social Sites
Less than
3hrs
age of the
respondents

less than 14
14-18
19-25
26-30
above 30

Total

3
29
6
6
44

3 -- 7hrs
1
5
18
3
1
28

8 -- 12hrs

12
3
15

13 -- 17hrs

18 or more

1
7

4
1
5

ANALYSIS
Most of the respondents who were falling under the age bracket of 19-25 they use
Facebook for less than 3 hours per week. And also some of the respondents falling under
the same age bracket use Facebook for 3 to 7 hours per week.

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Total
1
9
70
13
7
100

ANALYSING AGE WITH KNOWLEDGE GAINED

age of the respondents * Knowledge Gained Crosstabulation
Count
Always
age of the
respondents

less than 14
14-18
19-25
26-30
above 30

1
1
1

Total

Knowledge Gained
Mostly
Sometimes
Rarely
1
5
2
1
16
35
14
2
5
4
1
3
1
24
46
20

Never

Total

4
1
2
7

40

30

Knowledge Gained
20
Alw ays
Mostly

Count

10

Sometimes
Rarely

Never
less than 14

19-25
14-18

above 30
26-30

age of the respondents

ANALYSIS
Half of the respondents falling under the age bracket of 19 to 25
responded that they sometimes gains knowledge from their favorite
social blog. And some of the respondents under same age bracket also
mentioned that they gain the knowledge mostly from their social blogs .

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1
9
70
13
7
100

ANALYSING AGE OF THE RESPONDENTS WITH FRIENDS

ADDED
age of the respondents * friends added on Social Sites Crosstabulation
Count
friends added on Social Sites
26 -- 50
51 -- 70
71 -- 100
1

1 -- 25
age of the
respondents

less than 14
14-18
19-25
26-30
above 30

Total

3
6
2
11

6
3
1
10

7
1
2
10

above 100

12
4
17

50

40

30

friends added on Soc

1 -- 25

20

26 -- 50
51 -- 70

Count

10

71 -- 100
0

above 100
less than 14

19-25
14-18

above 30
26-30

age of the respondents

Analysis

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6
39
5
2
52

Total
1
9
70
13
7
100

When the respondents were asked about their friend list on their social blogs, most of the
respondents lying under age bracket of 19 to 25 were very social and they communicate
more there, because they have more than 100 friends on their blogs.
ANALYSING STATUS OF THE RESPONDENTS WITH FRIENDS
ADDED
current status * hrs per week spend on Social sites
hours/week spend on Social Sites Crosstabulation
Count
hrs per week spend on Social sites
hours/week spend on Social Sites

current
status

Undergraduate student
Post graduate student
Employed
School/college student
Self employed

Total

Less than
3hrs
28
5
6
2
3
44

3 -- 7hrs
18
4
2
4

8 -- 12hrs
6
5
4

28

15

13 -- 17hrs
5
2

18 or more
3
1
1

1
8

30

hrs per week spend o

20

Less than 3hrs

3 -- 7hrs
10

Count

8 -- 12hrs
13 -- 17hrs
0

18 or more

current status

Analysis
SOCIAL NETWORKING SITES

Page 27

Total
60
17
13
7
3
100

Most of the respondents of our survey were currently enrolled in their

undergraduate studies and some of those respondents give 3 to 7
hours to the social blog per week. But most of the undergraduates give
less than 3 hours per week to the social blogs.
ANALYSING

STATUS

OF

THE

RESPONDENTS

WIH

THE

PURPOSE OF USING SOCIAL NTWORKING SITES

current status * purpose of using it Crosstabulation
Count
purpose of using it

current
status

Undergraduate student
Post graduate student
Employed
School/college student
Self employed

Total

Socializing
16
2
4
4
2
28

Communi
cation
27
8
6
1
42

Playing
games
6
2
2
2
12

Using
applications
2
2

Watching and
sharing
videos/photos
9
3
1

1
5

Total

13

60
17
13
7
3
100

30

purpose of using it
20

Socializing
Communication
Playing games

10

Count

Using applications
Watching and sharing
0

videos/photos

current status

ANALYSIS

SOCIAL NETWORKING SITES

Page 28

The most respondents of our survey were undergraduate students and

those students use the social blog for different purposes. Some for
playing games watching videos and sharing photos and some for
socializing. but most of the undergraduates use the social blogs for the
communication purpose, they want to be in touch with their friends.

IS IT ISOLATING YOU FROM FAMILY

isolation from family

Valid

yes
no
Total

Frequency
20
80
100

Percent
20.0
80.0
100.0

Valid Percent
20.0
80.0
100.0

Cumulative
Percent
20.0
100.0

isolation from family

100

80

60

Frequency

40

20

0
yes

no

isolation from family

ANALYSIS
It is seen that people spend a lot of time on blogs or in general the computers. In our
society, we are accustomed to spending time with our families and helping out with
chores around the house. So, what happens if we put this time constraint in the mix? It

SOCIAL NETWORKING SITES

Page 29

can be said that while using Facebook people are busy, with games chatting, tagging etc ,
so they sometimes neglect their responsibilities and chores.
Although the majority of the people replied that they didnt have any type of isolation
with their families, there was a small minority that expressed the predicted problem

ANALYSING GENDER WITH ISOLATION FROM FAMILY

gender of the respondents * isolation from family

Crosstabulation
Count

gender of the
respondents

male
female

Total

isolation from family

yes
no
12
47
8
33
20
80

Total
59
41
100

50

40

30

20

isolation

Count

10

yes
0

no
male

f emale

gender of the respondents

ANALYSIS:

SOCIAL NETWORKING SITES

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Most of the male as well as female separately responded that using the social blogs
doesnt isolate them from their family.

HAVE YOU EVER RESPONDED TO ANY AD?

response to ad

Valid

yes
no
Total

Frequency
69
31
100

Percent
69.0
31.0
100.0

Valid Percent
69.0
31.0
100.0

Cumulative
Percent
69.0
100.0

response to ad
80

60

Frequency

40

20

0
yes

no

response to ad

ANALYSIS

SOCIAL NETWORKING SITES

Page 31

The respondents were asked that when they use the blogs, they must have observed the
ads on those blogs. So do they have ever responded to those ads? Most of the users says
that they have responded to those ads in their blog`s profiles.

ANALYSING GENDER WITH RESPONSE TO AD

gender of the respondents * response to ad Crosstabulation
Count

gender of the
respondents

male
female

Total

response to ad
yes
no
42
17
27
14
69
31

Total
59
41
100

50

40

30

Count

20

response to ad
yes

10

no
male

female

gender of the respondents

ANALYSIS
SOCIAL NETWORKING SITES

Page 32

The male respondents of our survey have responded more to the ads shown on the social
blogs then the female. Because more of the male respondent and less of the female
respondent have agreed that they have responded to his ads on their blogs.

ANALYSING FAMILY INCOME WITH RESPONSE TO AD

family income * response to ad Crosstabulation
Count

family
income

5000 -- 25000
26000 -- 50000
51000 -- 75000
Above 75000

Total

response to ad
yes
no
10
4
18
7
16
7
25
13
69
31

Total
14
25
23
38
100

30

20

10

Count

response to ad
yes
0

no
5000 -- 25000

51000 -- 75000

26000 -- 50000

Above 75000

family income

SOCIAL NETWORKING SITES

Page 33

ANALYSIS:
The respondents whose family income is more than 75000 have responded more to the
ads compare to those respondents whose family income is less then that category

ANALYSING TIME SPEND ON SOCIAL SITES WITH RESPOND

TO AD
hrs per week spend on Social sites
hours/week spend on Social Sites * response to ad Crosstabulation
Count

hrs per week spend

on Social sites
hours/week spend
on Social Sites

Less than 3hrs

3 -- 7hrs
8 -- 12hrs
13 -- 17hrs
18 or more

Total

response to ad
yes
no
29
15
21
7
11
4
5
3
3
2
69
31

Total
44
28
15
8
5
100

40

30

20

Count

10

response to ad
yes

no
Less than 3hrs

8 -- 12hrs

3 -- 7hrs

18 or more
13 -- 17hrs

ANALYSIS
SOCIAL NETWORKING SITES

Page 34

Those respondents who use their social blogs for less then 3 hours per
week have responded to the ads on the blogs compare to those who
uses more then this category.

ANALYSING STATUS OF THE RESPONDENTS WITH

RESPONSE TO AD
current status * response to ad Crosstabulation
Count

current
status

Undergraduate student
Post graduate student
Employed
School/college student
Self employed

Total

response to ad
yes
no
42
18
11
6
10
3
4
3
2
1
69
31

Total
60
17
13
7
3
100

50

40

30

20

response

Count

10

yes
0

no

Undergraduate studen

Employed

Post graduate studen

Self employed

School/college stude

current status

ANALYSIS

SOCIAL NETWORKING SITES

Page 35

More of the undergraduate students have responded to the ads compare to those who are
postgraduates, employed, self-employed or are in their school lives.

ANALYSING APPLEALING FEATURES

GRAPHCS

Valid

Missing
Total

Rank 1
Rank2
Rank 3
Rank 4
Rank 5
Rank 6
Rank 7
Total
999

COLRS
Frequency
28
15
6
8
4
5
4
70
30
100

Valid

Missing
Total

PRICE

Rank
Rank
Rank
Rank
Rank
Rank
Rank
Total
999

1
2
3
4
5
6
7

ANIMTNS
Frequency
6
16
19
12
7
8
2
70
30
100

Valid

Missing
Total

Rank
Rank
Rank
Rank
Rank
Rank
Rank
Total
999

1
2
3
4
5
6
7

Frequency
6
12
17
10
12
8
5
70
30
100

SOUNDS
CELEBS

Valid

Missing
Total

Rank
Rank
Rank
Rank
Rank
Rank
Rank
Total
999

1
2
3
4
5
6
7

Frequency
11
9
7
11
11
8
13
70
30
100

Valid

Missing
Total

SOCIAL NETWORKING SITES

Rank
Rank
Rank
Rank
Rank
Rank
Rank
Total
999

1
2
3
4
5
6
7

Frequency
2
4
8
11
16
17
12
70
30
100

Valid

Missing
Total

Rank
Rank
Rank
Rank
Rank
Rank
Rank
Total
999

1
2
3
4
5
6
7

Frequency
9
8
6
6
10
16
15
70
30
100

Page 36

PDESCRP

Valid

Missing
Total

Rank
Rank
Rank
Rank
Rank
Rank
Rank
Total
999

1
2
3
4
5
6
7

Frequency
8
7
7
12
9
8
19
70
30
100

ANALYSIS
The respondents were asked to rank their preferences on the seven characteristics of the
ads which appeal them the most. The respondent answer that first Graphics are more
important in the ads then they like product description, colors, animations, sounds,
celebrities and in the last the prices.
PURCHASING FROM SOCIAL SITES
100

80

60

40

purchaing from site

Valid

Yes
No
Total

Frequency
18
82
100

Count

20

0
Yes

No

purchaing from site

ANALYSIS
SOCIAL NETWORKING SITES

Page 37

There is increasing trend of purchasing online nowadays. And companies are also
focusing more nowadays on the blogs for the selling ads. So regarding the online
purchase, the respondents wee asked that whether they have purchased anything from the
site. Most of respondent said they havent purchased anything. But some agreed that they
have bought some goods from the site.

ANALYSING GENDER WITH PURCHAING FROM SITE

gender of the respondents * purchaing from site
Crosstabulation
Count

gender of the
respondents

male
female

Total

purchaing from site

Yes
No
11
48
7
34
18
82

Total
59
41
100

ANALYSIS
In fact most of male and female doesnt purchase from site. But some of those who have
purchased from site, among those ratios of male who have purchased from site are more
compare to female.
ANALYSING AGE WITH PURCHASING FROM SITE
purchaing from site * age of the respondents Crosstabulation
Count
less than 14
purchaing
from site

Yes
No

Total

1
1

age of the respondents

14-18
19-25
26-30
3
8
5
6
62
8
9
70
13

above 30
2
5
7

Total

ANALYSIS
SOCIAL NETWORKING SITES

Page 38

18
82
100

Those respondents who falls under 19-25 age have purchased the goods from site more
compare to the others age bracket respondents.

ANALYSING INCOME WITH PUC\RCHASING FROM SITE

purchaing from site * family income Crosstabulation
Count

purchaing
from site

Yes
No

Total

5000 -- 25000
4
10
14

family income
26000 -51000 -50000
75000
7
3
18
20
25
23

Above 75000
4
34
38

Total
18
82
100

ANALYSIS:
The respondents were asked to tell whether they have purchased from
site or not depending upon their family income. So whose respondents
whose family income is under 26000 to 50000 have purchased mote
goods from site compare to other income group brackets.

ANALYSING STATUS WITH PURCHASING FROM SITE

purchaing from site * current status Crosstabulation
Count
current status

purchaing
from site
Total

Yes
No

Undergradu
ate student
8
52
60

SOCIAL NETWORKING SITES

Post graduate
student
2
15
17

Employed
4
9
13

School/coll
ege student
2
5
7

Self employed
2
1
3

Page 39

Total
18
82
100

ANALYSIS
Those respondents who are undergraduate students have purchased more then from site
others who are either employed or students

PREFERRED PRODUCT CATEGORY

Product category

Valid

Missing
Total

Tutorial
Fashion design
Food
Cosmetics
Other
Total
System

Frequency
3
3
8
1
3
18
82
100

ANALYSIS
The respondents who bought the products on awareness through ads on the social blog
site have bought equal amount of products like tutorial and fashion design. But food
items are bought more than all other product categories.

SOCIAL NETWORKING SITES

Page 40

ANALYSING AGE WITH ACTIVITIES DONE IN ABSENCE OF

SITE
age of the respondents * activites in absence of social sites Crosstabulation
Count

age of the
respondents

less than 14
14-18
19-25
26-30
above 30

Total

activites in absence of social sites

Physical
Giving more
activities
time to family Study/work
other
1
3
2
3
1
22
15
28
5
1
5
5
2
6
1
27
28
37
8

Total
1
9
70
13
7
100

30

20

activites in absence
Physical activities
10

Giving more time to

Count

f amily
Study/w ork
0

other
less than 14

19-25
14-18

above 30
26-30

age of the respondents

ANALYSIS
The respondents under different age brackets were asked that in terms of absence of
social networking site what other activities they do on that time. The respondent under
the age bracket of 19 to 25 responded that during its absence they give more time to
family and physical activities. But most of the respondents are under 19 to 25 age said
that they study in when social networking site isnt available.

SOCIAL NETWORKING SITES

Page 41

ANALYSING GENDER WITH ACTIVITIES DONE IN ABSENCE OF SITE

gender of the respondents * activites in absence of social sites Crosstabulation
Count

gender of the
respondents

male
female

Total

activites in absence of social sites

Physical
Giving more
activities
time to family Study/work
other
18
16
18
7
9
12
19
1
27
28
37
8

Total
59
41
100

20

activites in absence

10

Physical activities
Giving more time to

Count

family
Study/w ork
0

other
male

female

gender of the respondents

ANALYSIS
When respondent (male and female separately) were asked that what they prefer to do in
the absence of the social networking sites. The male gives equal preferences to the
families. But female give more importance to their studies them to the families and in the
last to the physical activities.

SOCIAL NETWORKING SITES

Page 42

performance affected * gender of the respondents

Crosstabulation
Count

performance
affected

Always
Mostly
Sometimes
Rarely
Never

Total

gender of the
respondents
male
female
4
2
12
3
17
13
10
10
16
13
59
41

Total
6
15
30
20
29
100

20

10

Count

gender
male
0

female
Alw ays

Mostly

Sometimes

Rarely

Never

performance affected

ANALYSIS
The respondents (male and female both) were asked that using the social blogs affects
their performances. Around 20% Male told that the performances are never affected by
the using social blog. But most male says that there performance is sometimes effected by
using social blogs. Even equal number of female says that their performances are never
and hardily affected by social blogs.

SOCIAL NETWORKING SITES

Page 43

advertising on social sites is a good idea

Valid

yes
No
Total

Frequency
88
12
100

OPINION ABOUT ADVERTISING ON SOCIAL SITES:

advertising on social sites is a good idea

100

80

60

Frequency

40

20

0
yes

No

advertising on social sites is a good idea

ANALYSIS
The respondents were asked that should company continue focusing
on social sites for the advertisements. Almost all the respondents
answered that advertisement on the social blogs is a good idea but still
some doesnt think that ads on social sites is good concept.

SOCIAL NETWORKING SITES

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60

50

40

30

20

GOOD IDEA
Count

10
yes
0

No
male

female

gender of the respondents

ANALYSIS
When the male and female respondent on the social sites this is good
idea or not. Around 80% of male thought it is a good idea but still 20%
have doubt. But on the other side almost all the female thought that it
is a good idea.

SOCIAL NETWORKING SITES

Page 45

family income * advertising on social sites is a good idea

Crosstabulation
Count

family
income

5000 -- 25000
26000 -- 50000
51000 -- 75000
Above 75000

Total

advertising on social
sites is a good idea
yes
No
11
3
22
3
19
4
36
2
88
12

Total
14
25
23
38
100

40

30

20

advertising on socia

Count

10

yes
0

No
5000 -- 25000

51000 -- 75000

26000 -- 50000

Above 75000

family income

ANALYSIS
The respondents under different income brackets were asked that
whether an advertisement on social blogs is good idea or not. Almost
all the respondent who have highest income bracket think that
advertisement on social blog is a good idea. And even the respondents
from all other tax brackets with some lower % then each other think

SOCIAL NETWORKING SITES

Page 46

that it is a good idea. But still among all the income brackets, there are
some respondents who think advertisement isnt a good idea.

CONCLUSION AND RECOMMENDATIONS

Most of the people use face book, and they lies in the age bracket of
19-25, majority of users are undergraduate students. They spend less
than 3 hours a week on face book, they use face book for
communication purpose.
Male user of face book mentions more information than female users.
Most of the face book users have more than 100 friends on their face
book account.
Majority of face book user respond to advertisements (male respond
more than female), those who respond the advertisements have family
income more than 75000, in advertisement they give first preference
to graphics than product description than color than animation than
sound than celebrities than in last price.
If they do not have option to use Facebook than male users either do
work, study or any physical activity and female users either study or do
work.
Those companies whose target audiences are

Students lie in the age bracket of 19-25

Having family income more than 75000

Advertisements affect their buying decisions

And like to do work and physical activity

Than face book is best place to advertise their product

SOCIAL NETWORKING SITES

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SOCIAL NETWORKING SITES

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