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2012 Social Election Survey Report Sample
- 1. The 2012 Social Electionof SurveyInfluencing Exploring the Role Social Media in Perceptions and Voter Behavior in the 2012 Presidential Election January 2013
- 2. Table of Contents Section Page About the Study 3 Key Findings 5 Demographics 14 Election Interest and Vote Influencers 19 Learning About and Discussing the Election 24 General Use of Social Media 33 Comparing the Quality and Credibility of Traditional and Social Media 37 Using Social Media to Follow the Election 41 Sharing Political Views on Social Media 49 The Influence of Social Media 58 Watching and Discussing the Debates 70 Grading the Candidates Use of Social Media 79 Tone of the Presidential Election 82 Political Bias in the Media 88 Participation in the 2012 Election 94 Milestone Moments in the Election: Sample Top Social Media Posts from Final Four 99 Months of the Election www.oriresults.com 2
- 3. About the Study Overview of the 2012 Social Election Survey This report was produced by ORI and The George Washington University Graduate School of Political Management. The goal of this study is to provide a non-partisan view of the role and influence of social media in the 2012 presidential election. Specifically, this report sought to: – Understand how closely the public was watching the election – Identify the value placed on various sources of information about the candidates and issues in the election – Understand how the public was using social media to learn about and engage in discussions about the election – Explore how people shared their political opinions on social media – Assess the perceived credibility of social media relative to other sources of information – Identify differences in perceptions and behavior based on age, gender, political leaning and candidate supported www.oriresults.com 3
- 4. Demographics Gender, Age, Education & Income GENDER AGE 18 - 25 years 8% Female SAMPLE SIZE 55% 26 - 35 years 17% 36 - 45 years 15% n=806 Male 24% 46 - 55 years Fielding: 10/29/12-11/13/12 45% 56 - 65 years 23% Over 65 years 13% HIGHEST EDUCATION COMPLETED HOUSEHOLD INCOME Some high school 2% Less than $25,000 17% High School Diploma 15% 23% $25,000 to $50,000 Some college 22% $50,000 to $75,000 20% Associate Degree 10% $75,000 to $100,000 13% Bachelors Degree 25% $100,000 to $125,000 9% Masters Degree 20% $125,000 to $150,000 7% Doctorate 5% Other 1% More than $150,000 12% www.oriresults.com 4
- 5. Top 3 Issues Determining Presidential Vote The economy was the Top 3 single most important Total determinant of how 94% The economy and jobs 52% 26% 16% people voted, with over 52% selecting it 29% 32% 22% 83% Health care as their top issue. The federal deficit 15% 30% 29% 74% Health care (83%) and the deficit (74%) 22% 19% 26% 67% Education were also top concerns. National security and defense 9% 23% 31% 63% Social Issues, incl. abortion and gay 16% 21% 21% 58% marriage Energy 4% 15% 23% 42% The environment/climate change 9% 10% 15% 34% Immigration 7% 9% 18% 34% Other 9% 5% 9% 23% Rank 1 Rank 2 Rank 3 Assume you are going to vote in the November election. Please rank the top three issues determining your vote for president. www.oriresults.com 5
- 6. Use of Social Networks for Political Activities Overall Four in ten used social networks to keep up with political news (43%), debate key issues (39%) and find others who shared their views (38%). Respondents were less likely to use social networks to recruit support for political causes. 43% Keeping up with political news 39% Debating or discussing political issues with others 38% Finding other people who share your views about important political issues 31% Recruiting people to get involved with political issues that matter to you Overall, how important are social networking sites to you personally when it comes to each of the following? www.oriresults.com 6
- 7. Influence of Social Media on Shaping Opinions Overall, Gender & Age Three in ten respondents Social Media’s Influence on the Perceptions of Total (29%) said social media was Candidates and Issues Influential moderately to extremely 3% 8% 18% Overall influential in their perceptions 29% of the candidates and issues in the election. However, that Male 5% 11% 18% increased to nearly half of 18- GENDER 34% 25 year olds (45%) and 26-35 Female 2% 8% 17% 27% year olds (49%). Only three percent said social 18 - 25 years 7% 13% 24% media was extremely 45% influential, indicating that the 26 - 35 years 6% 17% 26% 49% tools are still a long way from AGE 36 - 45 years 5% 15% 22% being a primary influencer of 42% voter perceptions. 46 - 55 years 1%6% 12% 19% 56 - 65 years 2%3% 13% 19% Over 65 years 2%5% 16% 23% Extremely influential Very influential Moderately influential Compared to other sources, how influential has the information on social media been in shaping your opinion of the candidates and issues in the presidential election? www.oriresults.com 7
- 8. Using the Sample Tweet Data How to read the selected retweets The check mark beside the The guide below illustrates how to read account name indicates a Twitter the sample tweet data. verified account (Primarily used for certify the authenticity of the accounts of public figures) Account from which the tweet was posted Thickness of border corresponds to the size of the audience reached. Thicker borders indicate higher reach on a Scale of 1-8. Color of border indicates which candidate the message favored: Blue = Obama Number of times Red = Romney the post was retweeted Date and time of post www.oriresults.com 8
- 9. Social media analysis Mitt Romney, November 2012 powered by Keyword: Romney | Search Frame: Nov. 1 –Nov. 5, 2012 www.oriresults.com 9
- 10. Social media analysis Barack Obama, November 2012 powered by Keyword: Obama | Search Frame: Nov. 1 –Nov. 5, 2012 www.oriresults.com 10