Introduction bridges the gap among the individuals. Being

 

Introduction

When the world of
communication and distance between people have started to reduce, over the
telecommunication industry, Social Networks have started to take over the era
of Digital World. Social media is a platform that bridges the gap among the
individuals. Being sharing and connecting is a need, it happens virtually in
cyber Zone through various forms. With the growing advancements in the filed of
technology and the more and more customized and attractive social media
networks and applications have started to make people spend more amount off
free and leisure time just in front of their laptops and smartphones.

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Also, the major
reason for the addiction of youngsters into the social networking sites, is
that the content that flows through the wall of every person is so customized
accordingly as per the preference of that particular person, his/her likes
& dislikes, what are the things they like, their expectations and wishes,
and much more.

On performing a
research among screenagers, found that people within the age group of 18-24
years spend nearly 5-8 hours on an average on the social networking sites and
more findings. As social media addiction is becoming a very common issue among
the screenagers and there are many medication and phycological counselling for
people who have become so desperate over the social networking where they
forget to know the difference between the things that they see over internet
and what happens in the real world.

With the data
collected and statistics report which was arrived at, the best way to reach the
generation of screenagers is digital. The major corporates can focus on digital
marketing campaigns for their products and services, which can bring in a lot of
conversions for sale and the reach of the campaign will be huge and more number
of audiences will be covered.

 

 

 

 

Objective of the
Study

 

The major objective
of this study is to understand and analyses the impact of social media in the
minds of the youngsters and the amount of impact the various aspects of social
media create on them and the addictive nature of the people towards various
social media sites and applications and the reasons to it.
In the growing technological era, the number of advancements and updates in the
social networking field is increasing at an unexpected range. Understanding the
adaption of the youngsters towards this advancement and the amount of
addictiveness they possess towards these applications and thee features on the
social networking sites and media.
The major reason for the addictive nature of the youngsters towards this social
media platform are the various features and the customizations that allow thee
users to interact with new people daily and to get updated on the day to day
happening and even every minute happenings in a very interesting and attractive
way which will help them to remember and re-collect when needed. 
At the same time, the major reason of this study is to know why the generation
of Millennials have started to get over hyper active and addictive towards the
Social Media platforms and the applications. On an average an individual who is
a regular user of Facebook and other social media sites, spends about 6-7 hours
solidly on these sites. But the major question on is how much of that time used
is being productive and changes to be wisely used time for developing their
skills and so on.

RESEARCH DESIGN

This study
investigates the screenagers and digital native’s behavior related to social
media and their level of addiction. It is necessary to carry out a primary
research to collect the required information for this research. A survey in the
form of a questionnaire was preferred research method and this was used to
collect data both in online and offline on the different research hypothesis. A
survey instrument, Questionnaire is developed for measuring different elements
related to usage pattern, antecedents and consequences. The second part is to
understand the usage pattern of social media. The third part is to understand
the positive effects of social networking sites. The final part is to find the
negative effects of social media. Cooper and Schindler (2008) expressed that a
quantitative method was appropriate when research sought to identify
relationships between variables within a specific sample of a population. Both
nominal and 5-point rating scale (Likert scale) is used to understand usage
pattern. Likert scales are used to find the positive and negative effects on
users of social networking sites. The questions are selected carefully in such
a way it best suited the research objectives. Most of the questions are in
Likert scale and so closed ended.

(a)              
METHOD OF DATA
COLLECTION

The survey Questionnaire is circulated
through offline and also through online. This is because the prospecting users,
who is using social media would be very active online and offline is preferred
for collecting data in the age of above 40. The data are collected randomly in
the state of Tamilnadu. In offline, the places where the data are collected are
colleges, apartments in Coimbatore. At most care was taken to include all the
demographic segments to avoid bias towards any particular factor.

(b)         POPULATION

The population for this survey would be
the people above the age of 12 in Tamilnadu. This is because only people above
the age of 12 are eligible to use social networking sites in India. Hence
sufficient sampling technique should be adopted to collect the data. This
sampling technique should be in such a way that it should represent the entire
sample.

 

(c)
      SAMPLING DESIGN

Here the entire population is split
geographically for our convenience. The size of the sample is chosen
sufficiently at least to represent all the options included in the demographic
factors. Sample data is collected offline through hard copies that are
distributed among the respondents. Final results are made to understand the
usage pattern, positive and negative effects of social networking sites using
descriptive, frequency analysis and also through cross tabs of influencing
antecedents.

(d)      SAMPLING FRAME

Here the sampling frame is the report of
We are Social organization, Singapore, who are in the age of above 12. The
sampling frame is grouped based on the age group. The information about the
elements of the population are not required for our study as random sampling
technique is going to be adopted for data collection.

(e)      SAMPLING METHOD AND SAMPLE SIZE

The subgroup chosen for our survey is
the state of Tamilnadu. Hence, all the individuals above the age of 12 in
Tamilnadu would represent our sample. A user of social media is the sample of
this study. Probability sampling technique is used in order to provide an equal
chance to all the elements in the population. Simple random probability
sampling technique is used to collect the data. This sampling technique is used
because of time constraints and to have a fair spread of data when demography
is considered. Sample size chosen is 202. Hence, data is collected around 202
elements from the sample i.e. around 202 individuals, who are in the age of
above 12 in the state of Tamilnadu are chosen randomly for data collection.

(f)         TOOLS OF ANALYSIS

The tools of analysis used are SPSS
(Statistical Package for Social Science) Statistics 23 and Microsoft Excel.

 

 ANALYSIS AND INTERPRETATION

(A)  PROFILE OF THE RESPONDENTS

 

(i)                
AGE

 

 

 

 

 

 

 

Usage of the major social media platforms varies by factors such
as age, gender and educational attainment. Age is one of the
important factors to find the usage pattern of social media. When it comes to
social media usage, age makes a difference. Attitude, Interests and Motivation
vary greatly according to age. Non-overlapping equal categories of age groups
are used in questionnaire to classify the respondents according to their age
group. As seen, the majority of the respondents (75%) belongs to the 12-24 age
group followed by the 25-54 category (21%). 3% respondents belong to 55-64
category and 1% respondents belong to the above 35 years of age.

 

(ii)             
GENDER

 

 

 

 

 

 

 

 

 

 

Gender has traditionally
been an important variable in segmentation because male and female brains are
dramatically different anatomically, chemically, hormonally, and
physiologically. Experts have discovered that there are actual differences in
the way men’s and women’s brains are structured, genetically affecting the way
they react to events and stimuli. Therefore, responses based on gender can have
a significant impact on the data. It is evident that out of the 202 samples,
42% are female respondents and the remaining 58% responses are from male.

 

(iii)           
EDUCATION:
From
a total sample of study, 28% percentage of people have been educated up to
Bachelors, another 62% people have been educated up to Masters, 7% people have
been educated up to Higher Secondary and only 3 % have been educated up to
doctorate.

 

 

 

(iv)            
 DEVICE TYPES

 

 

 

 

 

 

 

In
India, there are 106 mobile brands presented across the country. Users who is
using smart phones are the users of social media apps in mobile. Irrespective
of the mobile brand, the usage pattern and its effects blow out among the
users.

USAGE
PATTERN

(i)                
TIME

 

 

FINDINGS

The
number of hours user spends in social media growing based on several factors.
Irrespective of the age group and the social media, 69% of the respondents use
social networking sites less than 4 hours. About 24% of them spend 5 to 8 hours
in a day in social media, and 5% of the survey takers spend 9 to 12 hours in
social media and 2% of them spent more than 13 hours in social networking
sites.

Based
on age irrespective to the social media, in the age category of 12 to 24, 72%

Most
of the respondents spend less than 4 hours, 20% of them spend 5 to 8 hours, 5%
of them spend 9 to 12 hours and 2% of them spend more than 13 hours. In the age
cadre of 25 to 64 years, 57% of them spend less than 4 hours, 38% of them spend
5 to 8 years, and 5% of them spend 9 to 12 hours in social networking sites.

 

INFERENCE

The
role of social media plays very important role in the day to day life of the
person. Mobile usage increases because of the social media applications. It is
evident that an average the users spends 7 hours a day.

Mostly
in the age group of 12 to 24 years old, the youth and teens spend more time in
social media. In the age of above 25, spends on average about 4 hours a day.
This is comparatively low than the youths.

 

(ii)             
SOCIAL
MEDIA TYPES

 

 

 

 

 

 

 

WhatsApp
has become ubiquitous in the country. Followed by Facebook, Instagram and
twitter are the mostly used sites by the people. Facebook usage is dropped
because the parents starts using these sites, post unnecessary pictures and various
security reasons.

Irrespective
of the age group, WhatsApp and Facebook is being used in India. It is evident
that Instagram is more popular among the youths and only one-third of the
people between 25 to 54 age group using it. Twitter is vice-versa of Instagram
user. It is apparent that Twitter is mostly used above the age of 25. There are
very limited youth uses the Twitter in mobile. Unrelatedly to the variance of
age group, LinkedIn is being used. But respective to the education level, the
usage of LinkedIn varies.

 

(iii)           
FREQUENCY

 

 

 

 

 

 

 

 

Most used app

Social
sites getting increases year by year. Totally 200+ active social networking
sites are available excluding dating sites. WhatsApp has become ubiquitous in
the country. Even government organizations such as police departments are using
WhatsApp, and so are teachers who are using this instant platform to swiftly
connect with students. At the time WhatsApp entered India, people were mostly
using traditional SMSs to communicate with people. Unlike Western nations, ISPs
in India didn’t offer texts for free. This got WhatsApp an instant foothold in
the country.

It
is prominent that Facebook is the second most used social networking sites and
Instagram holds the third most used site and followed by Hike and then
LinkedIn, Twitter, IMO.

 

 

 

 

 

 

 

 

App most used based on age

FINDINGS

In the age of 12-24
years, 52.48% of 75% users says they used WhatsApp the most, in the category of
25 to 54, 13.37% of 20.79% use WhatsApp the most. Among 55-74 years old, 0.99% of
3% user mostly use WhatsApp than the other apps.

In the age of 12-24
years, 11% of 75% users says they used Facebook the most, in the category of 25
to 54, 6.5% of 20.79% use Facebook the most. Among 55-74 years old, 1.5% of 3%
user mostly use Facebook than the other apps.

In the age of 12-24
years, 6% of 75% users says they used Instagram the most, in the category of 25
to 54, 0.5% of 20.79% use Instagram the most. Among 55-74 years old, none has
use the Instagram.

 

INFERENCE

 

It is prominent that
WhatsApp is the most used app heedless of the age group. Next to that, Facebook
holds the place and followed by Instagram.

It is also evident that
Instagram is used mostly by the youth who is under the age group of 12 to 24.
Above 25 years of age, trend among them is very low.

 

 

 

6.CONCLUSION

The
usage pattern of the screenagers tells the frequency, strength and the social
media types they used often. This would be useful for the organizations to
develop digital marketing plan. It also obvious that this medium will be the
source of market information and sometimes to makes a way to hear customer
opinions/points of view.

Also,
the social media companies make this study useful to improve (as much as
possible) their networking places/locations based on the user’s usage pattern.
This makes them to create further new and interesting (success plans/ways of
reaching goals) and also it may help them to (branch out into different things)
their services in future.

The
positive effects of social media strengthen the user to use the medium
regularly and also users get more advantage by making their life easier. To
spread it around the world, this would be the best (raised, flat supporting
surface). The startups in a very cheap marketing budget, they can do promotions
to a mass crowd.

The
organizations also face some bad effects due to false information spread
thought newspapers, web sites, and TV. It spoils the company reputations
sometimes. The customers of their organizations can also be find out by the
competitors and there is a lot of possibility for the fighting to take by
force/take control of these important information through social media.

Since
the coming into view of social media in 2004, a growing percentage of patients
use this technology for health-related reasons. This study provides
understanding of the newly-visible use of social media in healthcare.
Especially, it identifies types of use by patients as well as the effects of
such use, which may differ between patients and doctors. In the same way/in
that way, our results (solid basic structure on which bigger things can be
built) and suggestions (or possible plans of action) can serve to guide future
research, and they also have practical effects/results/suggestions for
healthcare providers and policy makers.

 

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