If the report is believed, then the downfall of popularity of the social networking could have been termed as ‘ SNS fatigue’ among youth due to various reasons including ‘breach of privacy”. But, according to the qualitative research by INgene (conducted via personal interviews in 3 metro cities of India) there’s another ‘social wave’ of having ‘multiple accounts’ in SNS. The youth are clustering friends, family members and ‘new found strangers’ according to the ‘closeness’ (especially among young females). Various accounts are used to keep the interaction mode controlled (hence, the transparency of identity). Even, sharing the photos is ‘controlled’ via multiple accounts. Even in the display image actual photos are not uploaded (can be a photo of a celebrity whom the youth adores or a nice flower!) always unless it’s a ‘personal’ account. The ‘[anonymous accounts’ are used to ‘understand’ a stranger, before indicating him / her about the ‘actual’ account.
Many offices have banned the use of Social networking sites hence the SNS mobile apps are more in use.
Moreover, as I have mentioned in my earlier report, the ‘adopted differentiation’ is visible even in the use of Social Networking sites where the ‘niche’ sites (the beta version of Zucker) are becoming more popular than the mass (ie. Orkut, Facebook, Bigadda etc.).
