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March 3, 2015
Mumbai
CRISIL Big-Data Analytics: Union Budget Day
On social media, experts happier than individuals
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Overall social media sentiment on budget 63.6% positive
Economic growth, impact on middle-class, taxes top trends
A unique analysis of big-data by CRISIL, a global analytical company, revealed that economic growth
-related announcements in the Union Budget 2015-16 got the thumbs up from a majority of social
media users. They univocally hailed the budget as pro-growth, though there were sharp differences in
topics of interest across user profiles and regions.
CRISIL analysed a massive 37,037 unique social media profiles and 1,89,651 relevant comments or
‘mentions’ (out of a total 3.32 lakh made) on Twitter, Facebook, blogs and the web for 12 hours from
the budget speech on February, 28, 2015. The study went well beyond basic trends, and was diced
for nuances, including demographic. The data was captured by Simplify360, a social media listening
platform. Facebook conversations could only be partially captured because of privacy settings.
The top-trends were growth, impact on middle-class and taxes, followed by education, infrastructure
and black money. On a deeper cut, replacement of wealth tax and growth-related budget got positive
ticks, while service tax increase and anti-middle-class got the most negative responses. Corporate
tax, insurance, Make in India and pension were the other trends.
Who was active on social media?
CRISIL’s portraiture analytics revealed that individuals were the single-largest category active on
social media, representing 76.7% of the profile population and 67.1% of mentions. Media also
emerged as a key voice, accounting for more than 9.5% of the total mentions on various platforms.
Other major participating categories included economy experts, political and social activists,
businesses, influencers, investors and distinguished citizens.
Says Raman Uberoi, Business Head-CRISIL Ratings, Large Corporates and President
Corporate Affairs: “Economy experts, investors, businesses and media were most positive on
the budget. Close to 83% of all economy experts expressed positive sentiments, followed by
77.6% of all media, 76% of all investors and 74.9% of all businesses.”
Individuals were the most negative on the budget (36.1%), lamenting its failure to meet expectations
on tax benefits and increase in service tax. They were followed closely by distinguished citizens
(34.7%), influencers (32.3%) and political and social activists (30.2%).
What was discussed?
CRISIL’s analytics experts bucketed interests into taxation, education, infrastructure, insurance and
banking based on messaging in the comments on social media. Tax was the most-talked issue
across categories. Infrastructure was the second-most discussed subject by investors, media and
businesses. Distinguished citizens, individuals and influencers spoke about education. Economy
experts focused almost equally on education, infrastructure, banking and insurance.
Says Uberoi, “People in the 13-20 year bracket spoke mostly of jobs, income and insurance,
while those between 21 and 30 were focused on corporates, black money, wealth tax and also
growth, investment, infrastructure, and gold. People above 40 spoke about insurance and
mediclaim premium, middle-class, pension and social security, in addition to growth.”
Regional interests
Replacement of wealth tax with a 2% surcharge on the super rich drew a lot of interest from social
media users across the nation. In Maharashtra, the biggest talking point was tax. In the eastern
states, impact on middle-class, income, benefits, growth and investment were in focus.
Another analysis shared by Facebook India with CRISIL showed that corporate tax, Make in India,
black money, GST, IIT, wealth tax and service tax were among the top trending topics and
#ArunJaitley, #budget2015, #narendramodi and #ndagovt were among the top trending hashtags on
Facebook.
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Annexure________________________________
Annexure 1: Methodology
The data was cleansed and collated using NLP engines to remove spam, advertisements and other
irrelevant information.
CRISIL categorised the profiles into:
1. Individuals
2. Influencers
3. Economy experts
4. Investors
5. Media
6. political and social activists
7. Distinguished citizens
8. Businesses
The messages and interests were bucketed into several categories, the top five being:
1. Taxation
2. Education
3. Infrastructure
4. Insurance
5. Banking
Annexure 2: Profiles and mentions analysed
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Annexure 3: Mentions by different categories of people
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Annexure________________________________
Annexure 4: Top trending topics (on a scale of 10)
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Annexure 5: Sentiment of profile segments
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Annexure________________________________
Annexure 6: Infographics
Link to the Infographic: CRISIL Social Media Analysis on Union Budget
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Media Contacts
Sunetra Banerjee
Director, Communications and Brand Management
CRISIL Limited
Phone: +91 22 3342 1838
Mobile: +91 75 060 96899
Email: sunetra.banerjee@crisil.com
Shweta Ramchandani
Communications and Brand Management
CRISIL Limited
Phone: +91 22 3342 1886
Mobile: +91 96 191 05070
Email: shweta.ramchandani@crisil.com
About CRISIL Limited
CRISIL is a global analytical company providing ratings, research, and risk and policy advisory services.
We are India’s leading ratings agency. We are also the foremost provider of high-end research to the world’s largest banks and leading
corporations. With sustainable competitive advantage arising from our strong brand, unmatched credibility, market leadership across
businesses, and large customer base, we deliver analysis, opinions, and solutions that make markets function better.
Our defining trait is our ability to convert data and information into expert judgements and forecasts across a wide range of domains, with
deep expertise and complete objectivity.
At the core of our credibility, built up assiduously over the years, are our values: Integrity, Independence, Analytical Rigour, Commitment
and Innovation.
CRISIL’s majority shareholder is Standard and Poor’s(S&P). Standard & Poor’s, a part of McGraw Hill Financial, is the world’s foremost
provider of credit ratings.
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Last updated: August 2014
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