An insight into UGC in India. What are people creating? Why are they creating the content? Does incentivization work? Do women create more content than men? Images vs Videos? How can brands leverage UGC in India? Does Social Media make sense in a developing country? Read on for more

1. User Generated Content In India A c2w Report –Aug 2008

3. c2w Contesting Engines Users can choose from among the following Contest Engines Guess across and down clues to solve Rate images or videos on a scale of 1 to 10 Decode jumbled words to get the right answer Guess the missing letters of the alphabet to fill in the blanks and get the right answer. Generate Public opinion by finding out what majority of the users think Pick the right answer to multiple choice questions. Two opponents. One preferred. Users pick their favourite and win points on agreeing with the majority Contests sponsored by and specific to a brand's communication/content

6. Text Ads on Play Page Text Ads on contests created by users – via Adsense – Google then directly pays the users their revenues

7. Growth in Contest Creations 07 07 07 08 08 08 08 08 08 08

8. Contests2Win Creators Profile 2.5% of all Contests2Win visitors are active creators of content 5 40 + 4 35 to 40 10 31 to 35 18 26 to 30 26 22 to 25 24 19 to 21 8 16 to 18 5 5 to 15 % Age Band 100 Total 21 Female 79 Male % Gender break up

9. The Content Consumer vs The Content Creator Plays Creations Creation is more youth centric. 50% of creation is seen in the 19 to 25 age band 13 40 + 7 35 to 40 13 31 to 35 22 26 to 30 23 22 to 25 16 19 to 21 4 16 to 18 2 5 to 15 % plays Age Band 5 40 + 4 35 to 40 10 31 to 35 18 26 to 30 26 22 to 25 24 19 to 21 8 16 to 18 5 5 to 15 % creations Age Band 100 Total

10. Where do creators come from? Creation is prevalent across the country with a lot of smaller cities contributing to content generation. 49 Smaller Cities (Rest of India) 10 Second Tier Cities (Poona, Ahmedabad, Chandigarh, Hyderabad) 41 Metros (Mumbai, Delhi, Bangalore, Chennai, Kolkatta) % creators Cities 100 Total

11. What contests types do users create? Quizzes and Hangmans are easy to create and also receive maximum plays. Creators opt for these formats due to their high playability and interactivity. 6 Rate Me 9 Twister 9 Face-Off 9 Crossword 13 Poll 19 Hangman 24 Quiz % Creations Contest Type

12. What kind of content do users Create? Bollywood (10%) Sports (9%) Cricket (5%) Naughty (3%) Gadgets & Gaming (3%) Auto & Vehicles (2%) General (34%) Art & Entertainment(19%) People & Lifestyles (15%)

15. Do users prefer creating image or video based contests? Image based contests are popular as images are easy to find and quick to upload However, v ideos are steadily gaining popularity. Videos prove more interactive, fun to watch and play. With c2w allowing users to add videos simply by providing a YouTube url, the use of videos in contests is also made extremely easy. % Created Type 23.2 Video 76.8 Image

21. How do users share contests? * Users were allowed to select multiple options hence the total ≠ 100 With approximately 70% of creators sharing contests, the content travels to external users and portals, thus increasing consumption. Users are inclined to share contests to gain appreciation and showcase their creativity. 29.2 Using c2w’s ‘Share’ Feature 31.3 Embedding on Personal Blogs % Users Method of Sharing 29.2 Do not actively share contests 34.4 Posting Contest Links on SNSs (Orkut, Facebook) 52.1 Copy Pasting Contest URL and mailing friends

22. Why do Users Create? Contests created by consumers provide a unique platform which brands can use to their advantage - Users actively participate and interact with the brand rather than passively view communication * Users were allowed to select multiple options hence the total ≠ 100 50 Prizes 53.1 Platform to Earn via Adsense % Users Why Create 15.6 All of the Above 56.3 Platform to Showcase Talent 74 Fun, Knowledge, Entertainment