2012 Social Election Survey Report Sample

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<ul><li>1.The 2012 SocialElectionof SurveyInfluencingExploring the Role Social Media inPerceptions and Voter Behavior in the 2012Presidential ElectionJanuary 2013</li></ul> <p>2. Table of ContentsSectionPageAbout the Study 3Key Findings5Demographics 14Election Interest and Vote Influencers 19Learning About and Discussing the Election 24General Use of Social Media33Comparing the Quality and Credibility of Traditional and Social Media37Using Social Media to Follow the Election41Sharing Political Views on Social Media49The Influence of Social Media58Watching and Discussing the Debates70Grading the Candidates Use of Social Media 79Tone of the Presidential Election82Political Bias in the Media88Participation in the 2012 Election94Milestone Moments in the Election: Sample Top Social Media Posts from Final Four99Months of the Electionwww.oriresults.com 2 3. About the StudyOverview 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 theelection Identify the value placed on various sources of informationabout the candidates and issues in the election Understand how the public was using social media to learnabout and engage in discussions about the election Explore how people shared their political opinions onsocial media Assess the perceived credibility of social media relative toother sources of information Identify differences in perceptions and behavior based onage, gender, political leaning and candidate supported www.oriresults.com 3 4. Demographics Gender, Age, Education &amp; IncomeGENDERAGE18 - 25 years 8%FemaleSAMPLE SIZE55%26 - 35 years 17%36 - 45 years 15%n=806 Male24%46 - 55 yearsFielding: 10/29/12-11/13/12 45%56 - 65 years 23% Over 65 years 13%HIGHEST EDUCATION COMPLETEDHOUSEHOLD INCOME Some high school 2%Less than $25,000 17%High School Diploma 15% 23% $25,000 to $50,000Some college22% $50,000 to $75,00020% Associate Degree 10%$75,000 to $100,00013% Bachelors Degree25% $100,000 to $125,0009%Masters Degree 20% $125,000 to $150,000 7% Doctorate 5% Other 1% More than $150,00012%www.oriresults.com4 5. Top 3 Issues Determining Presidential Vote The economy was theTop 3 single most importantTotal determinant of how 94%The economy and jobs52%26%16% people voted, with over 52% selecting it29%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 defense9%23% 31%63% Social Issues, incl. abortion and gay16% 21%21%58% marriageEnergy 4% 15%23%42% The environment/climate change9% 10% 15% 34% Immigration 7% 9%18% 34% Other 9% 5% 9% 23%Rank 1 Rank 2Rank 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 ActivitiesOverallFour in ten used social networks to keep up with political news (43%), debate key issues (39%) andfind 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 issues31%Recruiting people to get involved with political issues that matterto youOverall, how important are social networking sites to you personally when it comes to eachof the following? www.oriresults.com 6 7. Influence of Social Media on Shaping OpinionsOverall, Gender &amp; AgeThree in ten respondentsSocial Medias Influence on the Perceptions ofTotal(29%) said social media wasCandidates and Issues Influentialmoderately to extremely3% 8%18%Overallinfluential in their perceptions 29%of the candidates and issues inthe election. However, thatMale5% 11%18%increased to nearly half of 18-GENDER 34%25 year olds (45%) and 26-35Female 2% 8%17% 27%year olds (49%).Only three percent said social 18 - 25 years7% 13% 24%media was extremely45%influential, indicating that the 26 - 35 years6% 17%26% 49%tools are still a long way fromAGE 36 - 45 years5%15% 22%being a primary influencer of42%voter perceptions. 46 - 55 years 1%6% 12% 19% 56 - 65 years 2%3% 13% 19%Over 65 years2%5% 16% 23%Extremely influential Very influentialModerately 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 DataHow to read the selected retweetsThe 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 ofthe accounts of public figures) Account fromwhich the tweetwas posted Thickness of border corresponds tothe size of the audience reached.Thicker borders indicate higher reach on a Scale of 1-8.Color of border indicateswhich candidate the message favored: Blue = ObamaNumber of times Red = Romney the post wasretweeted Date and time of post www.oriresults.com 8 9. Social media analysisMitt Romney, November 2012 powered byKeyword: Romney | Search Frame: Nov. 1 Nov. 5, 2012www.oriresults.com 9 10. Social media analysisBarack Obama, November 2012 powered byKeyword: Obama | Search Frame: Nov. 1 Nov. 5, 2012 www.oriresults.com 10 </p>

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