European Journal of Molecular & Clinical Medicine

Introduction
Internet addiction has become a health concern globally. Under internet addiction, there are five different type of addictions.To understand, treat, prevent internet addiction, it is essential to know the preferences given to various internet platforms and its associated demographic factors.
Aims
To find the preference of online platforms and associated demographic factorsamong internet users.
Materials and methods
Internet addiction severity was assessed by internet addiction test questionnaire (IAT-TN). Semi stuctured questionnaire was set up to collect socio demographic details including preference of online platforms by the users.Statistical analysis was done and the preferences given to online platforms and associated factors were evaluated.
Results
In this study, 1367 people participated. Women watched mostly   facebook, whatsapp, youtube, videogames were 14.1%, 35.9%, 34.5%, 0.6% respectively. Men watched facebook, whatsapp, youtube, videogames were 33%, 27.8%, 27%, 2.6% respectively .
In the less than 18 years population group, mostly watched preferences were given to facebook, whatsapp, youtube, videogames were 4.8%, 11.9%, 57.1%, 14.3% respectively.  In 18 to 40 age group, it was found 27.7%, 23.2%, 34%, 1.5% respectively.  Among above 40 age group, it was found 23.5%, 50.6%, 17.8%, 1.3% respectively.
Unmarried population, mostly watched preference for facebook, whatsapp, youtube, videogame were 17.15%, 21.4%, 38.1%, 4% respectively . In married  population, it was found 30.7%, 36.5%, 25.2%, 0.6% respectively.
Conclusions
Men preferred Facebook,whatsapp, youtube more, while female preferred Whatsapp, youtube more.Below 18 age people were watching videogames than others.  In 18 to 40 age group, Youtube is the most watched one. In above 40 age group, Whatsappis the most watched.School population watched videogames more. Married people use internet for communication than game and entertainment. In this study we find significant difference in preference of internet platforms when considering age, gender, education and marital status.

Various opportunities in “Word-of-mouth communication” are provided through “web based technologies”. Through extensive use of “electronic commerce shopping communities”, the technique of communication of customers as well as product detail sharing with several other techniques is transformed. In the field of academic researches, it was observed that area of “e-commerce shopping communities” has remained unexplored. “Customer’s buying decisions” is greatly influenced by the online reviews shared by their customers. These reviews provide importance to the “concept of word of mouth”. In social media platform, YouTubers have already achieved a status of biggest influencers with loyal audience to support them. Therefore, with the enhancement in YouTubers’ fame, companies
are focusing on targeting new audience and to also gain more visibility of their respective brand. The YouTube videos and their effects are combined together to study its effects on purchase intention of consumers, new factors in YouTube are also introduced in the present study.