2012 Social Election Survey Report Sample

The 2012 Social
Electionof SurveyInfluencing
Exploring the Role Social Media in
Perceptions and Voter Behavior in the 2012
Presidential Election
January 2013

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

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


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%

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

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

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

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

Social media analysis

Mitt Romney, November 2012 powered by

Keyword: Romney | Search Frame: Nov. 1 –Nov. 5, 2012


Social media analysis

Barack Obama, November 2012 powered by

Keyword: Obama | Search Frame: Nov. 1 –Nov. 5, 2012


2012 Social Election Survey Report Sample

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