An Empirical Study on Youth ’ s Preference for Social Networking Sites

Internet has dramatically transformed the way present generation youth interact with one another. The usage of social networking sites is increasing drastically among urban youth in India. Ironically online behaviour among youth as an area of research is understudied. The purpose of this paper was to explore the perception, preference and usage of social network sites among the young population. The data was collected by a self-administered questionnaire through personal survey. Data analysis revealed respondents’ perception and preference for various social networking sites on parameters categorized as functional dimension and association dimension. The finding of the study provides useful insights for web designers regarding web features, design and content that would increase usage and preference. The research finding provides suggestions and directions for making social networking sites attractive, unique, engaging and user’s friendly.


Introduction
Social networking site as the major source of interaction in the world (Wright & Hinson, 2009) has become an integral part of life for today's youth that has changed their way of communication.Social networking sites are classified into multimedia, communication and entertainment (Boyd & Ellison, 2007).These sites give an opportunity to express oneself and collaborate with other (Buckingham, 2008).The term social network for some researchers means socially interactive technologies or networks that offer fast-paced, inexpensive, online communication (Bryant et al., 2006).By 2017, social network audience in the world will account for 2.55 billion as per eMarketer report of 'Worldwide Social Network Users: 2013 Forecast and Comparative Estimates'.India in specific had 54.8 million social network users in 2011 that is expected to increase to 282.9 million by 2017.With approximately 150 million Internet users, India ranks 3rd in the world after China and US with 575 million and 275 million internet users respectively.
Numerous studied have been carried out on type and quality of activities conducted on social media networks.Chang and Cheng (2004) found unlike offline; online relationships are characterized as less intense in terms of the depth but more spread out in terms of width.Research findings have reported unwillingness to interact face to face resulting in use of social media networks (Sheldon et al., 2009).Youth and adults differ in their usage, evaluation and preference for social networking sites.They enjoy more independence and invest more time in experimenting and taking risk.Internet provides them scope to experiment with their identities.
Sites that provide a place to connect, understand and explore do compete with each other for attracting traffic.Site that provides opportunity to discover new things, to experiment with one's own self-image seems to be more preferred as they provide scope to try out and experiment new things (King, 2009).They act as an enabler in creating one's identity and in facilitating the socialization process (Urista et al., 2009).Social networking sites, provides opportunity for group formation, communication and exerting influence (Kane, Fichman, Gallaugher, & Glaser, 2009;Pfeil, Arjan, & Zaphiris, 2009;Ross et al., 2009), for sharing (Boyd & Ellison, 2008;Pfeil et al., 2009;Powell, 2009;Tapscott, 2008), developing and maintain relationships (Ellison, Steinfield, & Lampe, 2007;Kane et al., 2009).Individuals feel enabled to socialize and construct their own identity (Urista et al., 2009).These sites have changed the fulcrum of entertainment and information gathering hence researchers need greater insight on usage of online sites (West et al., 2007).

Literature Review
According to uses and gratifications approach motivation for usage of a specific social network is guided by social, psychological and other gratifications reasons (Sheldon et al., 2009).Any site that satisfies these specific needs stands higher chance for been preferred over other social network sites.McQuail (1995) summarized the needs and gratifications into four basic categories: diversion to escape from routines and daily problems, personal relationships, for companionship, personal identity, for reinforcing individual values, and finally for collecting needed information (West et al., 2007, pp. 428-429).Research (Roy, 2009) on use and gratification theory grouped media gratifications into two categories: process gratification associated with performance of the activity or usage of the medium and content gratifications associated with the information acquired (Kayahara & Wellman, 2007).Davis et al. (1992) found usefulness and enjoyment factors affected the usage of technology (Kim et al., 2007;Lin & Bhattacherjee, 2008;Lu & Su, 2009;Moon & Kim, 2001;Teo et al., 1999;Van der Heijden, 2004).A user of social network values the effectiveness of the site in allowing him/her to form profiles, build and maintain relationships and in reaching out to others (Li & Bernoff, 2008;Pfeil et al., 2009).Some scholars (Kang & Lee, 2010;Kwon & Wen, 2010;Sledgianowski & Kulviwat, 2009) in their study found users' perceived usefulness of social network sites affected their intention of usage.Researchers (Gandal, 1994;Shurmer, 1993) found sites with complementary items or services enhanced continuous usage intention (Powell, 2009;Tapscott, 2008).Greater numbers of peers in network sites facilitates bigger network thereby creating a greater sense of pleasure (Powell, 2009;Tapscott, 2008) and enjoyment (Li & Bernoff, 2008;Powell, 2009;Tapscott, 2008).Features like blogging, grouping, networking, instant messaging, enhanced social networking site interactions (Hsiao, 2011;Li, 2011;Wang et al., 2010).Nyland and Near (2007) found entertainment, relationships and learning as the most common use of social networking sites.Ellison et al. (2007), in their study found that social networking sites were used by students primarily to maintain or intensify relationships.Stafford et al. (2004) identify content, process and social gratifications as the reason for usage of networking sites.Rafaeli (1986) in his study identifies entertainment, recreation and fun as the motive for usage of social networking sites.Subsequently Eighmey (1997) identified personal development, ease of use, relaxation and exchange of experiences as the motivating factor.Non-utilitarian motives like fun, escapism and spontaneity played an important role for usage of online social sites (Kim, 2002;Mathwick et al., 2002).Men and women with equal presence online had different motive for online use (Hoy & Milne, 2010).More specifically, women exhibited greater concerns for privacy (Tufekci, 2008), and exhibited greater inclination for textured types of communication (Anick, 2005;Jackson et al., 2001).According to Nazir et al. (2008), the probability of a new user subscribing to an application is dependent on the network effects.Effectiveness of the site to build and maintain relationships helps to form a positive impression about the site (Li & Bernoff, 2008;Pfeil et al., 2009).Scholars (Kang & Lee, 2010;Kwon & Wen, 2010;Sledgianowski & Kulviwat, 2009) were of the opinion that perceived usefulness of social network sites affects usage intention.Kang & Lee, 2010;Sledgianowski & Kulviwat, 2009 viewed social network sites as a 'pleasure-oriented information system'.Researchers (Gandal, 1994;Shurmer, 1993) have pointed out the complementary services enhances usage intention (Powell, 2009;Tapscott, 2008).A sense of pleasure (Powell, 2009;Tapscott, 2008) and enjoyment (Li & Bernoff, 2008;Powell, 2009;Tapscott, 2008) makes social networking sites unique.The essential features of social networking sites like blogging, grouping, networking and instant messaging enhances social interaction (Hsiao, 2011;Li, 2011;Wang et al., 2010).An understanding of gender differentials in terms of usage patterns seems to be extremely important (Li & Kirkup, 2007).Most of the findings are source of debate, more so in Indian context hence it is important to have an insight on the usage, perception and preference for social networking sites among youth.Though a lot of studies have been done on the usage motive but rarely any research has been done on preference for social networking site which seems to be extremely needed for providing web designers insight for attracting traffic.Research study reveals that youngsters use social networking sites to connect with people who are not in close physical proximity to fulfill their affiliations need (Lee, 2013).Research studies have observed men use social networking sites for developing new relationships while women use for relationship maintenance (Muscanell & Guadagno, 2012).

Research Methodology
The present study addressed the following research questions: Q 1: Why do youth prefer a particular social networking site?Q 2: What are the main reasons for usage of a particular social network site?Q 3: What are factors that influence the popularity of a particular social network site?
The empirical study was carried in Delhi the capital of India and the world's 2 nd largest urban conglomerate.Data was collected from 150 university students from 10 different undergraduate and graduate schools.Purposive sampling was used to collect data from youth above 19 years of age for the present study.This age group is expected to be active, independent and mature (McNeal, 1992), as by the age of 19 a child has already developed highly cognitive skill in choice making (Belk et al., 1982) and differentiating products and brands (Ward et al., 1977).The college students were considered to be the most appropriate respondents for the present study due to their exposure to internet and group influence (Arrington, 2005;Basil, 1996).The present study used survey method to collect data.The questionnaire consisted of 40 questions.The first part of the questionnaire was on demographic profile like age, gender, etc.The second part of the questionnaire dealt with questions measuring user's usage and preference for social networking site.The third part captured users perception based on the similarity and dissimilarity across various social networking site.Respondents were asked to compare 5 social networking sites, two sites at a time based on overall similarity and dissimilarity.The wording of the questionnaire was refined based on pretests.Out of the 150 only 124 responses received were found to be useful and 26 responses were discarded due to incomplete information.The Statistical Package for Social Sciences 18.0 (SPSS) was used for data analysis.The top 5 popular site were considered for the current study.

Analysis and Findings
From table 1 it was found that on an average more than 50 % of the respondents used social networking site for about 5 hour per week.Table 2 reflects that majority of the respondents used social networking site for both personal and social purpose.The internal consistency and reliability was measured using Cronbach Alpha and KMO (Kaiser-Meyer-Olkin Measure of Adequacy) tests.The instrument was reliable with an alpha value of 0.78 as shown in table 3 (Malhotra, 2003). www.ccsen

Table 1 .
Average time spent on social website weekly

Table 2 .
Usage of social networking site