Women are spending a sixth of their day on Facebook & WhatsApp

80 dB Communications, an integrated reputation management advisory, today released the findings of a survey with women in urban India to understand the pattern of their social media consumption amid the Coronavirus pandemic lockdown. Women spend nearly one-sixth or 4 hours of their day online, which is not work-related. While this comes as no surprise with everyone locked in their homes and looking for a way to stay connected with the outside world, the findings confirm that social apps is where brands should be looking to connect with their women audiences. 

Facebook followed by Instagram emerges as the most favorite social media platform for women. Nearly 54 percent of women picked Facebook, followed by 34 percent who said that their platform of choice was Instagram. While these emerge as the most preferred platforms, women are spending maximum time on WhatsApp. A majority of  respondents, 67 percent surveyed are working women, and this could account for their high usage of WhatsApp.

The survey also found 60 percent of the respondents to be comfortable making friends online, with other women while 40 percent did cite their apprehension owing to fake profiles online. More than 40 percent of women said that they discover women having similar interests on social media sites, online forums, and special interest groups. 

“This situation with the global pandemic is unique, unknown, and still unfolding, both in terms of scale and scope. In the last few months, we have used the power of social engagement, research and surveys to assess consumer sentiment to help inform our  communication campaigns and create purpose-driven and contextual storytelling for the brands we work with”, said Abhilasha Padhy, Co-Founder, and Joint MD, 80 dB Communications. “This survey is an attempt to understand where the urban Indian women are consuming content and information and the activities that interest her”, she added. 


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