Ugc (user Generated Content) In India - A Contests2win.com Report

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User Generated Content In India

A c2w Report –Sept 2008

Contests2Win Today • c2w is India’s only web 2.0 contesting portal leveraging a platform based on User Generated Contests. • Users can create their own contests using any of the c2w contesting formats. • Contests can be image or video based. • In July 2008 – User Created contests on c2w average 200 a day. • There are currently 17000 contests live on Contests2Win.com – 99% of them generated by users

c2w Contesting Engines Users can choose from among the following Contest Engines Pick the right answer to multiple choice questions.

Decode jumbled words to get the right answer

Generate Public opinion by finding out what majority of the users think

Rate images or videos on a scale of 1 to 10

Guess the missing letters of the alphabet to fill in the blanks and get the right answer.

Guess across and down clues to solve

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

How are users are encouraged to Create Content? c2w rewards creators on the site in various ways – • Creator of the Month - The three most active and creative creators on c2w are rewarded each month.

• Allotting Prizes and Loyalty Points– The best contests created are chosen every day and Prizes and Loyalty Points are allotted to these contests. This ensures that the contest receives a high number of plays.

How are users are encouraged to Create Content? • Creation Campaigns Challenges – Users are asked to create as many contests as they can on a particular topic/event/show. The most active, creative and popular creators win prizes at the end of the campaign. Example: Adidas/ America’s Next Top Model • Helping Creators earn Money thru Google Adsense on their Contests Created – (snapshot) Active Creators on c2w are allowed to have Google Text Ads displayed next to the contests they Create via their Adsense Accounts. Creators earn per click - Users click on these ads while playing contests

Growth in Contest Creations

07

07

07

08

08

08

08

08

08

08

Contests2Win Creators Profile Gender break up

%

Male

79

Female

21

Age Band

%

5 to 15

5

16 to 18

8

19 to 21

24

22 to 25

26

26 to 30

18

31 to 35

10

35 to 40

4

40 +

5

Total

100

2.5% of all Contests2Win visitors are active creators of content

The Content Consumer vs The Content Creator Plays

Creations

Age Band

% plays

Age Band

% creations

5 to 15

2

5 to 15

5

16 to 18

4

16 to 18

8

19 to 21

16

19 to 21

24

22 to 25

23

22 to 25

26

26 to 30

22

26 to 30

18

31 to 35

13

31 to 35

10

35 to 40

7

35 to 40

4

40 +

13

40 +

5

Total

100

Creation is more youth centric. 50% of creation is seen in the 19 to 25 age band

Where do creators come from? Cities

% creators

Metros (Mumbai, Delhi, Bangalore, Chennai, Kolkatta)

41

Second Tier Cities (Poona, Ahmedabad, Chandigarh, Hyderabad)

10

Smaller Cities (Rest of India)

49

Total

100

Creation is prevalent across the country with a lot of smaller cities contributing to content generation.

What contests types do users create? Contest Type

% Creations

Quiz

24

Hangman

19

Poll

13

Crossword

9

Face-Off

9

Twister

9

Rate Me

6

Quizzes and Hangmans are easy to create and also receive maximum plays. Creators opt for these formats due to their high playability and interactivity.

What kind of content do users Create? General (34%)

Bollywood (10%)

Naughty (3%)

Art & Entertainment(19%)

Sports (9%)

Gadgets & Gaming (3%)

People & Lifestyles (15%)

Cricket (5%)

Auto & Vehicles (2%)

How popular is Cricket & Bollywood content? • Cricket and Bollywood were introduced as categories in May 2008. • In less than 3 months, Bollywood is one of the most created categories • Cricket is also fast climbing towards becoming one of the Most Created and Most Popular categories on the site. * Surveyed users stated that they enjoyed creating Bollywood contests the most.

Category

Most Created Category - Rank

Bollywood

4

Cricket

6

In India, Cricket and Bollywood rule the content space. On c2w 35% of contests created each day belong to these categories.

Gender break up (Category) Most created categories have are created by an almost equal number of men and women. Contest Category

% of contests created by MALE users

% of contests created by FEMALE users

General

51

49

Art & Entertainment

50.5

49.5

People and Lifestyles

53

47

Bollywood

52

48

Sports

59

41

Cricket

61

39

Naughty

64

36

Gadgets & Gaming

70

30

Auto & Vehicles

65

35

• 21% of creators are female users. This 21% contributes to almost 40% of contests created.

Do users prefer creating image or video based contests? Type

% Created

Image

76.8

Video

23.2

Image based contests are popular as images are easy to find and quick to upload However, videos 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.

The c2w Creators Survey Through this survey we were able to gauge : •

Usage – How creators navigate the site



Contest Creation patterns and habits - Volume of Content Creation - Contest Type preferences - Response to incentivized creation



Reasons for Creating



Reasons for Sharing * 10% of c2w creators were surveyed. An equal mix of creators from different age groups and gender were considered

How do users navigate a UGC site like c2w? • Featured List - 30.9 % Feature Lists on the Homepage showcase contests with prizes and the most creative, popular and unique contests on the site. • Listing Pages – 26.8% All recently created contests are listed here. Via the ‘Play’ page users can search for contests via category, contest type and time of creation. • Related Content -15.5% This list is thrown up contextually with every contest that is being played • Profile Page Messages - 7.2% Users surveyed check out contests created by fellow users via messages left on their profile pages and message boards • 63.9% consume contests in ALL of the ABOVE ways With users actively using their profiles to communicate with each other and share content – c2w takes on the avatar of a Contesting Social Network

How many contests do users create each month? • 1 to 5 - 47.4% of users say they create between 1 and 5 contests each month • 6 to 10 – 21.6% of users say they create between 6 and 10 contests each month • 11 to 20 – 9.3% of users say they create between 11 and 20 contests each month • 20 + - 21.6% users say they create above 20 contests each month Of the users, By the users and For the users - Creators contributing content on a regular basis has lead to loyalty, personalization and an identity among fellow users on c2w.

Contest types – how easy is it to create? Contest Type

Ease %

Quiz

78.4

Hangman

53.6

Poll

48.5

Crossword

41.2

Rate Me

36.1

Twister

36.1

Face Off

29.9

* User were allowed to choose more than one contest type hence total ≠ 100

The contest types that users find easiest to create are also the highest created contest types. Easier the creation process, higher the number of creations.

How do users respond to Creation Campaigns? • Creation Campaigns are theme based and live for a limited period of time • Users create contests based on the theme and are rewarded based on creativity and popularity of the contests they create Do you Create for Creation Campaigns?

% Users

Yes

47.4

No

17.5

Depends on the Theme

28.9

Not aware of c2w creation campaigns

6.2

Incentivizing and ‘pushing’ creation results in higher user participation. This leads to higher interaction with events, brands and products due to research put into creating contests.

How do users share contests? Method of Sharing

% Users

Copy Pasting Contest URL and mailing friends

52.1

Posting Contest Links on SNSs (Orkut, Facebook)

34.4

Embedding on Personal Blogs

31.3

Using c2w’s ‘Share’ Feature

29.2

Do not actively share contests

29.2

* 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.

Why do Users Create? Why Create

% Users

Fun, Knowledge, Entertainment

74

Platform to Showcase Talent

56.3

Platform to Earn via Adsense

53.1

Prizes

50

All of the Above

15.6

* Users were allowed to select multiple options hence the total ≠ 100

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

Final Word •

With 90% of content on c2w being contributed by users, creation is gaining momentum among users



Creation is youth centric with 50% of creation seen in the 19 to 25 age band



Creation is prevalent across the country with a lot of smaller cities contributing to content generation.



In India, Cricket and Bollywood dominate the content space.



Women are active creators of content - Female creators (21% of the total visitors to the site) create 40% of all content on c2w.



Image based contests are easy to create and hence popular. Video based contests, due to their high level of interactivity, are quickly gaining popularity too.



Creators actively communicate with fellow creators and share content with friends – therefore viewing creation as a platform to ‘show off’ their creativity.



Users create for entertainment & knowledge, to win prizes and to earn revenue



Allowing users to create for a brand leads to increased loyalty and interaction with brands and products.

Participate & Connect Talking To The Consumer rather than Talking At The Consumer – The future of marketing is about acting the part of how you want to be perceived. UGC platforms like Contests2win are ideal social media platforms where you can distribute branded content AND allow consumers to interact with your brand. Use social media and User Generated Content to create a dialogue with consumers. Entertainment sites are where consumers spend most time and where the greatest opportunities for engagement exist.

About Contests2Win www.contests2win.com (c2w) is one of the oldest and most well known online brands in India. Founded by Alok Kejriwal in 1998, c2w is destination where users can “hang out” and have fun entertaining themselves playing from thousands of contests and winning from hundreds of prizes. c2w is a site driven by user generated content where users can create image and video based contests across popular formats. c2w has created over 2000 interactive solutions for most of the Fortune 500 brands, enabling voluntary, highly involved, one-on-one brand-consumer interactions.

Any Questions & Comments, Please Contact – Pallavi Jaishankar – Business Analyst [email protected] Ekalavya Bhattacharya – Brand Manager [email protected] Raj Menon – COO [email protected]

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