MTV investigates the Social Media habits of Digital Socialites!

Ever wondered why youngsters always have their social media windows open even when they are studying or watching TV or eating? Brands are constantly trying to find out what these young folks are doing on social media and how to get their attention there. MTV & TNS recently conducted a large study to understand the lives of this generation that compulsively lives on the internet.

Social media platforms like Facebook, Google Plus, Twitter and Orkut grant these youth the most desired respite from the prying eyes of the society and the older generation. On these platforms, they can say what they feel, comment without any inhibitions, create new ideas, connect with their icons and even stalk people without getting caught. Does that not sound attractive? The world wide web allows anonymity, opportunity and hangout. This generation is not called the "Digital Socialite" by MTV without any reason. Details of insights are available at www.mtvplay.in

Highlights of the motivations to join social media by the youth:

80% of the youth state the most important reason for them to hangout on social media is to keep in touch with their friends. The youth shares everything from the most insignificant to the most intimate detail of their life there. Their world revolves around friends and life with their friends. Social media is the easy way out; it allows them to keep in touch and get updates a mouse click away.

In addition, social media drives awareness by letting them stay on top of what's happening in the world around them. 65% of the youth want to stay connected as they feel it makes them more aware about the world. 57% trust social media to know updates of their friend's life. 55% trust social media as an efficient medium to share pictures with friends. Video sharing is still not as big as sharing pictures.

It is very interesting to note that making new friends is not the primary driver of social media ' they would rather connect to existing friends than make new friends here. While 63% state they joined social media to get in touch with old friends, only 33% want to make new friends through this network. Also, there's a very clear divide between professional and personal lives. Only 23% use social media for professional reasons.

To sum it up, the social media not only provides fun, but also allows them to explore new relationships, know more about the world and lends them a voice to speak out with no parental control. It is a dream world for the young people who crave for freedom of expression and exploration.

Watch out this space for more insights into the Digital Socialites. For more youth trends, please click on www.mtvplay.in or drop a line at insights@mtvindia.com

By MTV Insights Studio:

MTV Insights Studio brings you the latest from the life of the youth. This unique understanding comes from being a part of their lives every day and not from watching them from the outside. The statistics and trends are taken from various MTV youth studies including Age of Sinnocence, Digital Socialite, Recreation Redefined and discussions on MTV iSpeak. The researches capture responses from 15-24 years across 10+ cities across India. MTV iSpeak is a network of youth in age of 18-24 years from colleges across 10 cities provides a continuous connect to the youth life.

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