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India boasts millions of social network users, with the number of new users rising steadily, but in a country of more than 1 billion people, many of whom are not internet users at all, these figures are a drop in the bucket.
eMarketer estimates that more than 76 million people in India will use social networking sites at least monthly this year, up 51.7% from last year’s total. Double-digit growth in users will mean that by 2014, 83% of internet users in the country will regularly access social networks. That’s a significantly higher penetration of internet users using social sites than is expected in the US the same year, where eMarketer projects the share will be just 68%.
But as a share of the population, India’s social network user numbers are tiny and will remain so. This year, a mere 6.3% of consumers in the country will use social networks—compared to 49.9% in the US—and that figure will just barely break 10% by 2014, when more than half the populations of the US, Canada, South Korea and Australia will be on social networking sites.
eMarketer forms its estimates of social network usage around the world on the analysis of survey and traffic data from research firms and regulatory agencies; the growth trajectory of major social network sites; historical trends; internet and mobile adoption trends; and country-specific demographic and socio-economic factors.
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