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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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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%
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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
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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:
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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?
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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
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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%
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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%
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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
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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?
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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
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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
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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
Extent Social Networks Increased Knowledge of
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?
Extent Social Networks Increased Knowledge of
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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
Extent Social Networks Increased Knowledge of
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?
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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:
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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%
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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
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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
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Watching and Discussing theDebates
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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
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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
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Political Connections on Social Media
P liti l C ti S i l M di
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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
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Grading the Candidates Use of SocialMedia
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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
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Tone of the Presidential Election
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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
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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
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Political Bias in the Media
Comparing Bias in Social Media to Traditional
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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:
-
7/29/2019 ORI Survey
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QUESTIONS?
For additional information go to:
www.ORIResults.com/socialelection