ORI Survey

7/29/2019 ORI Survey

1/55

The 2012 SocialElection Survey

January 2013

Exploring the Role of Social Media in Influencing

Perceptions and Voter Behavior in the 2012

Presidential Election


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www.oriresults.com 2

ObjectivesOverview of the 2012 Social Election Survey

To understand:

How closely the public was watching the election

The value placed on various sources of information about the

candidates and issues in the election

How the public was using social media to learn about and

engage in discussions about the election

How people shared their political opinions on social media

The perceived credibility of social media relative to other

sources of information

Demographic differences in perception and behavior


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Demographics


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Male

45%

Female

55%

GENDER

DemographicsGender & Age

18 - 25 years

26 - 35 years

36 - 45 years

46 - 55 years

56 - 65 years

Over 65 years

8%

17%

15%

24%

23%

13%

SAMPLE SIZEn=806

Fielding: 10/29/12 - 11/13/12

Margin of Error: 3.45

AGE


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Some high school

High School Diploma

Some college

Associate Degree

Bachelors Degree

Masters Degree

Doctorate

Other

2%

15%

22%

10%

25%

20%

5%

1%

DemographicsEducation & Income

HIGHEST EDUCATION COMPLETED

Less than $25,000

$25,000 to $50,000

$50,000 to $75,000

$75,000 to $100,000

$100,000 to $125,000

$125,000 to $150,000

More than $150,000

17%

23%

20%

13%

9%

7%

12%

HOUSEHOLD INCOME


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DemographicsEmployment Status & Industry

EMPLOYMENT STATUS

Employed full

time

Employed part

time

Unemployed

Student

Retired

Other

54%

9%

12%

4%

16%

5%

Government

Commercial

Association

Non-profit

36%

39%

6%

20%

INDUSTRY


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DemographicsPolitical Orientation & Candidate Supported

CANDIDATE SUPPORTED

More liberal than

conservative

More conservative

than liberal

48%

52%

Obama

Romney

Neither

Other

49%

36%

12%

3%

POLITICAL LEANING

Democratic Party

Republican Party

Independent

Libertarian

Green Party

Other

41%

29%

23%

1%

0%

5%

POLITICAL AFFILIATION


8/55

Election Interest and Vote Influencers


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Overall

Male

Female

18-25

26-35

36-45

46-55

56-65

Over 65

37%

45%

30%

31%

27%

31%

36%

42%

55%

32%

32%

31%

27%

36%

33%

30%

32%

25%

20%

14%

25%

25%

24%

19%

21%

19%

16%

8%

6%

10%

9%

10%

9%

11%

6%

2%

3%

2%

5%

7%

3%

8%

2%

1%

2%

Extremely Very Moderately Slightly Not At All

Interest in the ElectionOverall, Gender & Age

How closely are you following the 2012 presidential election?

GENDER

AGE


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Top 3 Issues Determining Presidential Vote

The economy and jobs

Health care

The federal deficit

Education

National security and defense

Social Issues, incl. abortion and gay marriage

Energy

The environment/climate change

Immigration

Other

52%

29%

15%

22%

9%

16%

4%

9%

7%

9%

26%

32%

30%

19%

23%

21%

15%

10%

9%

5%

16%

22%

29%

26%

31%

21%

23%

15%

18%

9%

Rank 1 Rank 2 Rank 3

Please rank the top three issues determining your vote for president.

Top 3

Total

94%

83%

74%

67%

63%

58%

42%

34%

34%

23%


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Ranking Top 3 IssuesGender & Political Leaning

Assume you are going to vote in the November election. Please rank the top three issues

determining your vote for president.

PERCENTAGE WHO RANKED EACH ISSUE IN THEIR TOP 3 VOTE DETERMINANTS

GENDER POLITICAL LEANING

OVERALL Male Female Liberal Conservative

The economy and jobs 94% 95% 93% 92% 95%

Health care 83% 78% 87% 87% 78%

The federal deficit 74% 79% 66% 56% 82%

Education 67% 61% 73% 77% 54%

National security and defense 63% 65% 60% 53% 69%

Social Issues, such as abortion

and gay marriage58% 43% 67% 67% 46%

Energy 42% 50% 34% 38% 46%

Immigration 34% 37% 32% 30% 40%

The environment/climate

change34% 31% 38% 49% 11%


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Participation in the 2012 Election


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Political Engagement and ParticipationOverall & Gender

None of the above

Led or organized group events

Other

Participated in fundraising activities

Volunteered time

Participated in rallies or meetings

Subscribed to online news

Connected through social media

Donated money

54%

1%

3%

6%

10%

10%

13%

23%

25%

In the past 12 months, which of the following activities, if any, have you engaged in on

behalf of a candidate or political party:


14/55


Method Used to Make Political Donations

Other

Mobile phone/text

message

Facebook

In-person

Mail

Online/website

8%

18%

19%

36%

52%

77%

Which of the following tools did you use to make a donation to a candidate, political party,

or political action committee in the past 12 months?


15/55

Learning About and Discussing theElection


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Discussing Politics with Family & FriendsOverall, Gender & Age

Overall

Male

Female

Barack Obama

Mitt Romney

46%

51%

41%

45%

57%

37%

33%

40%

41%

32%

13%

14%

14%

11%

10%

4%

3%

4%

3%

1%

Very often Sometimes Rarely Never

How often, if ever, do you talk about politics or current events with your family and friends?

SUPPORT

GEND

ER


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3.4

3.2

3.1

3.2

2.9

3.0

3.0

2.9

Sources of Information Top Tier

The candidates and their campaigns

Cable television news, including CNN,

FOX News, and MSNBC

Broadcast news channels, including

ABC, CBS, NBC and FOX

Friends and family

Academic or issue experts

Online national publications including

newspapers and magazines

Internet searches

Public television, including C-SPAN and

PBS

50%

47%

42%

41%

37%

36%

36%

36%

How valuable are each of the following as ways for you to learn about policy issues?

Mean


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2.9

2.9

2.8

2.7

2.5

2.3

2.5

2.3

2.2

1.9

2.1

Print national publications

The political parties

Online local publications

Print local publications

Survey and poll results

Social media

Interest-groups & advocacy organizations

Inside-the-beltway publications

Blogs

Lobbyists

Other

34%

33%

29%

27%

20%

20%

19%

19%

18%

8%

15%

Sources of Information Bottom TierOverall

How valuable are each of the following as ways for you to learn about policy issues?

Mean


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General Use of Social Media


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Social Networks Currently UsedOverall Size of the Social Media Universe

Source: Nielsen Social Media Report 2012 *Google+ is July 2012 v. Sept 2012, the first month the site became public

Facebook

Blogger

Twitter

WordPress

LinkedIn

Pinterest

Google+

Tumblr

Myspace

Wikia

152,226

58,518

37,033

30,945

28,113

27,223

26,201

25,634

19,680

12,594

Top Social Networks by Unique PC Visitors

(Audience, 000s)

2011-2012

Year on Year

Change

-4%

-3%

+13%

+10%

0%

+1,047%

+80%*

+55%

-13%

+20%


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Facebook Twitter LinkedIn Google+ Foursquare Pinterest Other I do not

use social

networks

74%

24%

32%

24%

3%

15%

3%

18%

69%

25%33%

24%

4% 7% 4%

21%

81%

24%30%

24%

3%

23%

3%

13%

Overall Male Female

Social Networks Currently UsedGender

Which of the following social networks do you currently use?


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Connecting to Social NetworksTrends in multi-platform Connectivity.

Source: Nielsen Social Media Report 2012

E-ReaderInternet

Enabled

Television

TabletGame

Console

Handheld

Music Player

Mobile

Phone

Computer

2%2%3%3%7%

37%

97%

3%4%

16%

4%7%

46%

94%

Trends in How We Connect to Social Media

2011-2012

2011

2012


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Comparing the Quality and

Credibility of Traditional and SocialMedia

Comparing the Quality of Social and Traditional


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Comparing the Quality of Social and Traditional

MediaOverall & Age

How do you compare the quality of information you find on social media to traditional news

channels? (Traditional news channels are defined as Broadcast and Cable TV, radio,

newspapers and magazines)

Overall

18-25

26-35

36-45

46-55

56-55

Over 65

24%

31%

28%

32%

24%

16%

18%

39%

40%

37%

36%

45%

43%

39%

31%

25%

30%

25%

24%

36%

39%

6%

4%

5%

7%

8%

6%

4%

Higher Quality About the Same Lower Quality Don't know

AGE


25/55

Using Social Media to Follow theElection


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Overall

Overall, how important are social networking sites to you personally when it comes to each

of the following?

Use of Social Networks for Political Activities

Keeping up with political news

Debating or discussing political issues with

others

Finding other people who share your views

about important political issues

Recruiting people to get involved with

political issues that matter to you

43%

39%

38%

31%

PERCENTAGE RATING SOCIAL NETWORKS AS SOMEWHAT OR VERY IMPORTANT


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Overall & Age

Overall, how important are social networking sites to you personally when it comes to each

of the following?

Use of Social Networks for Political Activities

Keeping up with political news

Debating or discussing political

issues with others

Finding other people who share

your views about important

political issues

Recruiting people to get

involved with political issues

that matter to you

52%

46%

44%

42%

58%

55%

54%

45%

54%

45%

46%

37%

39%

32%

33%

24%

32%

30%

29%

25%

39%

36%

35%

25%

18-25 years

26-35 years

36-45 years

46-55 years

56-65 years

Over 65 years

Social Media Engagement in the Presidential


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Social Media Engagement in the Presidential

ElectionOverall & Gender

In which of the following social media activities have you engaged in related to the

candidates or issues in the presidential election?

Watched an online video about a candidate or issue

Responded to a post about a candidate or issue (including

by a comment, retweet or +1)

Liked a candidate or political group on Facebook

Created a post, tweet or status update about a candidate

or issue

Encouraged others to vote

Indicated you voted

Followed a candidate or political group on Twitter

Pinned something about a candidate on Pinterest

Checked in a location such as a rally or event for a

candidate on Foursquare

Added a candidate or political group to you circles on

Google+

41%

35%

34%

25%

20%

19%

11%

4%

4%

3%


29/55

Sharing Political Views on SocialMedia


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18-25 26-35 36-45 46-55 56-65 Over 65

55%40%

30% 23% 16% 18%

45%

60% 70%77% 84% 82% No

Yes

Display Political Affiliation on Social MediaOverall & Age

Some social media sites allow you to indicate your political affiliation? Do you display your

political affiliation on any of your social network profiles?

Yes

28%

No

72%

AGEOVERALL


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Other Political Views in Social NetworkOverall & Age

How would you describe the political views of the people in your social networks?

Most share mypolitical views

There's an evenmix who do and

do not share my

political views

Most do notshare my political

views

Don't know

25%

54%

8%

13%


32/55


18-25 26-35 36-45 46-55 56-65 Over 65

52% 51% 46%32% 37% 37%

48% 49% 54%68% 63% 63%

No

Yes

Using Social Media to Engage in Political DiscussionsOverall & Age

In the past 6 months, have you engaged in a political conversation online with other people

in your social networks?

Yes

41%

No

59%

OVERALL AGE


33/55


One-on-one

video chats (ex.

on Facebook or

Google+)

Group video

chats (ex. on

Google

Hangouts)

Private

messages such

as Facebook

messages,

Twitter direct

messages or

Google chats

Public messages

that anyone can

see, such as

tweets and wall

posts on

Facebook

Other

19%

6%

52%65%

6%

25%

10%

52%59%

6%13%

4%

49%

72%

6%

Overall Male Female

Form of Political Discussions on Social MediaOverall & Gender

[For those who engaged in political discussions] What form did those political conversations

take?


34/55


Liberal Conservative

22% 15%

78% 85%No

Yes

Blocking Connections Because of Their ViewsOverall & Political Leaning

In the past 12 months, have you defriended, blocked or hidden a connection because of their

political views?

Yes

19%

No

81%

POLITICAL LEANINGOVERALL


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The Influence of Social Media


36/55


Overall

18 - 25

26 - 35

36 - 45

46 - 55

56 - 65

Over 65

3%

7%

6%

5%

1%

2%

2%

8%

13%

17%

15%

6%

3%

5%

18%

24%

26%

22%

12%

13%

16%

Extremely influential Very influential Moderately influential

Influence of Social Media on Shaping OpinionsOverall, Gender & Age

Social Medias Influence on Shaping

Perceptions of Candidates and Issues

AGE

Total

Influential

29%

45%

49%

42%

19%

19%

23%

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?

Extent Social Networks Increased Knowledge of


37/55


Total

Male

Female

18-25

26-35

36-45

46-55

56-65

Over 65

19%

22%

17%

32%

29%

30%

10%

12%

19%

32%

26%

37%

37%

43%

33%

31%

34%

16%

42%

46%

38%

25%

26%

31%

52%

49%

53%

7%

6%

7%

6%

1%

6%

7%

6%

12%

Significantly/Moderately Somewhat/Slightly No effect Don't know


CandidatesOverall, Gender & Age

Social Media Increased Knowledge of

Candidates and Issues

AGE

GENDER

To what extent has the information posted in your online social networks increased your

knowledge of the candidates' positions on issues or character?



38/55


Barack Obama

Mitt Romney

Liberal

Conservative

21%

21%

19%

20%

34%

29%

37%

28%

38%

46%

38%

45%

7%

4%

6%

7%

Significantly/Moderately Somewhat/Slightly No effect Don't know


CandidatesCandidate Supported & Political Leaning

Social Media Increased Knowledge

of Candidates and Issues

CANDIDATE

SUPPORTED

POL

ITICAL

LEA

NING

To what extent has the information posted in your online social networks increased your

knowledge of the candidates' positions on issues or character?


39/55


Overall

18-25

26-35

36-45

46-55

56-65

Over 65

30%

43%

45%

38%

22%

21%

26%

67%

51%

53%

60%

73%

77%

71%

3%

6%

1%

3%

5%

3%

3%

Increased Support Significantly/Slightly

No Change

Decreased Support Significantly/Slightly

Social Medias Influence on Candidate SupportOverall & Age

Social Medias Impact on Support of

Your Preferred Candidate

AGE

Thinking specifically about your preferred candidate in this election, how has the

information posted in your online social networks shaped your perceptions of him? Has it:


40/55


Age

Which of the two main presidential candidates, Mitt Romney and Barack Obama, have you

seen more information about in your social networks?

Which Candidate Was More Visible on Social Media

Over 65

56-65

46-55

36-45

26-35

18-25

18%

16%

10%

17%

16%

18%

16%

19%

22%

33%

41%

32%

35%

36%

42%

35%

36%

38%

31%

30%

26%

15%

7%

12%

Which Candidate Was More Visible by Age

Mitt Romney Barack Obama Both, about equally Dont know

Barack

Obama

26%

Mitt

Romney

15%

Both,

about

equally

38%

Don't

know

21%

Overall


41/55


Overall & Age

Is the information about the candidates and issues posted on social media more or less

accurate than other sources you use to learn about the election?

Accuracy of Candidate Information on Social Media

More

accurate

8%

About the

same

43%

Less

accurate

21%

Dont know

28%

OVERALL

18-25 26-35 36-45 46-55 56-65 Over 65

17% 12% 7% 7% 8% 4%

48% 56%54%

38% 34% 36%

17% 19%12%

24% 27%

23%

18% 13% 27% 31% 31% 38%Dont know

Less accurate

About the same

More accurate

AGE


42/55


OBAMA Overall

ROMNEY Overall

OBAMA Liberal

ROMNEY Liberal

OBAMA Conservative

ROMNEY Conservative

43%

31%

55%

24%

34%

38%

13%

15%

10%

16%

16%

15%

28%

37%

20%

43%

36%

33%

16%

17%

15%

17%

15%

14%

Positive Neutral Negative Don't know

Portrayals of the Candidates on Social MediaGender & Political Leaning

How would you describe the information youve seen about each candidate on social media?

Has it been:

PERCEIVED CANDIDATE PORTRAYAL

POLITICAL

LEANING


43/55

Watching and Discussing theDebates


44/55


Overall, Age & Candidate Supported

Did you watch any of the presidential or vice-presidential debates?

Did you create a post, tweet or status update either during or after the debate specifically in

response to something you saw or heard in the debate?

Watching the Debates

Yes

79%

No

21%

WATCHED THEDEBATES

Yes, during

the debate

Yes, after the

debate

No, neither

during norafter the

debate

14% 15%

76%

POSTED ON SOCIAL MEDIADURING OR AFTER THE DEBATES


45/55


Age

Did you create a post, tweet or status update either during or after the debate specifically in

response to something you saw or heard in the debate?

Discussing the Debates on Social Media

Yes, during the debate Yes, after the debate No, neither during nor

after the debate

36%29%

51%

29%24%

57%

21% 22%

59%

6% 12%

85%

6%11%

85%

2% 5%

93%

18-25 26-35 36-45 46-55 56-65 Over 65

POSTED ON SOCIAL MEDIA DURING OR

AFTER THE DEBATES BY AGE


46/55

Political Connections on Social Media

P liti l C ti S i l M di


47/55


Political Connections on Social MediaGender

24%

10% 8%10%

4%

68%

26%

14%10%

13%

6%

65%

24%

6%5% 8%

2%

70%

Overall Male Female

Are you connected to any of the following in your social networks (this can include liking

them on Facebook, following them on Twitter and Google+, or subscribing to their channel

on YouTube)

A presidential

candidate

A candidate for

the Senate or

House of

Representatives

A candidate for

state-wide or

municipal

office

A political

party

A political

action

committee

(PAC)

None of the

above


48/55

Grading the Candidates Use of SocialMedia


49/55


The Candidates Are Using Social Media EffectivelyOverall, Political Leaning & Candidate Supported

To what extent do you agree with this statement: "The presidential candidates are using

social media effectively to communicate with people like me.

Overall

Liberal

Conservative

Barack Obama

Mitt Romney

37%

43%

33%

45%

33%

44%

41%

46%

41%

44%

19%

16%

21%

14%

23%

Agree Neither Agree nor Disagree Disagree

POLI

TICAL

LEANING

CAND

IDATE

SUPPO

RTED


50/55

Tone of the Presidential Election


51/55


Overall Tone of the Presidential ElectionOverall, Gender & Candidate Supported

Overall, how would you describe the tone of the presidential election? This includes TV ads,

speeches by the candidates, the political commentary and the debates. Would you say it is:

Overall

Male

Female

Barack Obama

Mitt Romney

5%

6%

5%

7%

3%

34%

28%

38%

38%

27%

36%

35%

37%

35%

36%

25%

31%

20%

20%

33%

Very civil Somewhat civil Somewhat uncivil Very uncivil

CAND

IDTE

SUPPORTED

GENDER


52/55


Tone of the Election on Social MediaOverall, Gender & Candidate Supported

Compared to the overall tone of the political discussion, would you say the tone of political

discussion on social media sites like Facebook, Twitter, and Google+ is:

More civil,

14%About the

same, 30%

Less Civil,

31%

Don't

know, 25%

Comparing the Tone on Social Media to theOverall Tone


53/55

Political Bias in the Media

Comparing Bias in Social Media to Traditional


54/55


MediaOverall & Age

Overall

18-25

26-35

36-45

46-55

56-55

Over 65

13%

24%

12%

11%

12%

10%

10%

23%

32%

23%

23%

24%

23%

17%

52%

36%

49%

54%

51%

55%

64%

11%

7%

15%

12%

12%

10%

8%

1%

2%

1%

1%

1%

1%

A lot more biased More biased About the same Less biased A lot less biased

AGE

Is the information you see on social media more or less biased than the traditional media?

The information on social media is:


55/55

QUESTIONS?

For additional information go to:

www.ORIResults.com/socialelection

Documents

ORI Survey