Survey on Impact of use of Digital Media on Voting Behavior Among First Time Voters

Transcription

1 Report on findings of Survey on Impact of use of Digital Media on Voting Behavior Among First Time Voters Submitted to Submitted on Submitted by 34-B, Community Centre, Saket, New Delhi Phone: , , Fax: Web:

2 CONTENT Page No. 1.1 Overall survey findings Opinion about mostly using digital/social media for Decision influenced by digital marketing/communication Mostly used digital media for tracking political developments in India Opinions about following digital campaigns of political parties Opinion about political party digital strategy would focus Mostly visible political party in digital/social media Political parties digitally interactive Opinion about digital platform for political communication Opinion about posting/commenting to political leader on any digital platform Opinion about getting response on posted question to political leader on any digital platform Opinion about following political leaders on social media Opinion about following number of political leaders on social media wise sample size achieved wise sample size achieved wise sample size achieved wise sample size achieved wise sample size achieved...18

3 CHAPTER 1 OVERALL SURVEY FINDINGS This chapter details out findings of the survey on an overall basis, i.e. on the basis of entire sample achieved (1010), cutting across cities, demographic profile, etc. 1.1 Overall survey findings B1. What do you primarily use digital, including social media, for? S. No Purpose Rank 1 Entertainment 1 2 Networking 2 3 News and analysis 3 4 Exchange of views 4 5 Follow political developments 5 6 Interact with lawmakers/political leaders 6 B2. Are any of your decisions influenced by digital marketing/communication? S. No Response % 1 Yes, I tend to take reviews and opinions expressed online seriously No, I base my decisions on my research/opinion 53.7 B3. What digital media do you use to keep track of political developments in India? S. No Factor Rank 1 Online news content 2 2 Blogs 3 3 Facebook 1 4 Twitter 4 5 s 5 6 Other 6 [Others include SMS] B4. Are you following digital campaigns of political parties? S. No Response % 1 Yes, regularly Sometimes Not at all 5.5 B5. What would you like political parties digital strategy to focus on? S. No Response % 1 National issues Local issues Candidates quality

4 B6. Which party, according to you, is most visible digitally? S. No Response % 1 Congress BJP AAP Others BSP CPI CPI (M) TMC Others 5.4 B7. Which parties do you find digitally interactive? [MULTIPLE RESPONSE POSSIBLE] S. No Response % 1 Congress BJP AAP SP BSP CPI CPI (M) TMC Others 9.7 B8. Which digital platform do you find the easiest for political communication? S. No Response % 1 SMS Facebook Twitter Blogs Recorded phone calls 2.0 B9. Have you ever posted a question or a comment to a political leader on Facebook or twitter or any other digital platform? S. No Response % 1 Yes No 41.2 B9a. If Yes, did you get a response? [ASKED ONLY AMONG THOSE WHO RESPONDED YES TO PREVIOUS QUESTION.] S. No Response % 1 Yes No

5 B10. Are you following political leaders on social media? S. No Response % 1 Yes No 54.8 B10a. If Yes, how many? [ASKED ONLY AMONG THOSE WHO RESPONDED YES TO PREVIOUS QUESTION.] S. No Response Mean 1 Average following political leaders

6 CHAPTER 2 DETAILED FINDINGS 2.1 Opinion about mostly using digital/social media for Table 2.1: Opinion about mostly using digital/social media for B1. What do you primarily use digital, including social media, for? [PLEASE RANK YOUR PURPOSE IN THAT ORDER. ASSIGN RANK 1 TO THE PURPOSE FOR WHICH YOU USE DIGITAL MEDIUM THE MOST, RANK 2 TO THE NEXT AND SO ON.] Ranking S. N. Entertainment Networking News and analysis Exchange of views Follow political developments Interact with lawmakers/political leaders All respondents Male Female General OBC SC ST Housewife Employee Govt Employee Pvt. Sector Business/Self Employee/Professional Student Unemployed Below HSC/SSC HSC/SSC Graduate/PG General Graduate/PG Professional Delhi Jaipur Lucknow Mumbai Bhopal Ahmedabad Kolkata Bhubaneshwar Patna Bangalore Chennai Hyderabad

7 2.2 Decision influenced by digital marketing/communication Table 2.2: Decision influenced by digital marketing/communication B2. Are any of your decisions influenced by digital marketing/communication? (All figures in percent) Respondent Category Yes, I tend to take reviews and opinions expressed online seriously Response Percent No, I base my decisions on my research/opinion All respondents Male Female General OBC SC ST Other Housewife Employee Govt Employee Pvt. Sector Business/Self Employee/Professional Student Unemployed Other Below HSC/SSC HSC/SSC Graduate/PG General Graduate/PG Professional Delhi Jaipur Lucknow Mumbai Bhopal Ahmedabad Kolkata Bhubaneshwar Patna Bangalore Chennai Hyderabad

8 2.3 Mostly used digital media for tracking political developments in India Table 2.3: Mostly used digital media for tracking political developments in India S. N. B3. What digital media do you use to keep track of political developments in India? [PLEASE RANK YOUR MEDIUM OF PREFERENCE IN THAT ORDER. ASSIGN RANK 1 TO THE MEDIUM WHICH YOU USE THE MOST, RANK 2 TO THE NEXT AND SO ON.] Ranking Online news content Blogs Facebook Twitter s Other All respondents Male Female General OBC SC ST Other Housewife Employee Govt Employee Pvt. Sector Business/Self Employee/Professional Student Unemployed Below HSC/SSC HSC/SSC Graduate/PG General Graduate/PG Professional Delhi Jaipur Lucknow Mumbai Bhopal Ahmedabad Kolkata Bhubaneshwar Patna Bangalore Chennai Hyderabad

9 2.4 Opinions about following digital campaigns of political parties Table 2.4: Opinions about following digital campaigns of political parties (All figures in percent) B4. Are you following digital campaigns of political parties? Respondent Category Response Percent Yes, regularly Sometimes Not at all All respondents Male Female General OBC SC ST Other Housewife Employee Govt Employee Pvt. Sector Business/Self Employee/Professional Student Unemployed Other Below HSC/SSC HSC/SSC Graduate/PG General Graduate/PG Professional Delhi Jaipur Lucknow Mumbai Bhopal Ahmedabad Kolkata Bhubaneshwar Patna Bangalore Chennai Hyderabad

10 2.5 Opinion about political party digital strategy would focus Table 2.5: Opinion about political party digital strategy would focus (All figures in percent) B5. What would you like political parties digital strategy to focus on? Respondent Category National issues Response Percent Local issues Candidates quality All respondents Male Female General OBC SC ST Other Housewife Employee Govt Employee Pvt. Sector Business/Self Employee/Professional Student Unemployed Below HSC/SSC HSC/SSC Graduate/PG General Graduate/PG Professional Delhi Jaipur Lucknow Mumbai Bhopal Ahmedabad Kolkata Bhubaneshwar Patna Bangalore Chennai Hyderabad

11 2.6 Mostly visible political party in digital/social media Table 2.6: Mostly visible political party in digital/social media (All figures in percent) B6. Which party, according to you, is most visible digitally? Respondent Category Response Percent Congress BJP AAP SP BSP CPI CPI (M) TMC Others All respondents Male Female General OBC SC ST Other Housewife Employee Govt Employee Pvt. Sector Business/Self Employee/Professional Student Unemployed Below HSC/SSC HSC/SSC Graduate/PG General Graduate/PG Professional Delhi Jaipur Lucknow Mumbai Bhopal Ahmedabad Kolkata Bhubaneshwar Patna Bangalore Chennai Hyderabad

12 2.7 Political parties digitally interactive Table 2.7: Political parties digitally interactive B7. Which parties do you find digitally interactive? [MULTIPLE RESPONSE POSSIBLE] (All figures in percent) Respondent Category Response Percent Congress BJP AAP SP BSP CPI CPI (M) TMC Other All respondents Male Female General OBC SC ST Other Housewife Employee Govt Employee Pvt. Sector Business/Self Employee/Professional Student Unemployed Below HSC/SSC HSC/SSC Graduate/PG General Graduate/PG Professional Delhi Jaipur Lucknow Mumbai Bhopal Ahmedabad Kolkata Bhubaneshwar Patna Bangalore Chennai Hyderabad

13 2.8 Opinion about digital platform for political communication Table 2.8: Opinion about digital platform for political communication (All figures in percent) B8. Which digital platform do you find the easiest for political communication? Respondent Category Response Percent SMS Facebook Twitter Blogs Recorded phone calls All respondents Male Female General OBC SC ST Other Housewife Employee Govt Employee Pvt. Sector Business/Self Employee/Professional Student Unemployed Below HSC/SSC HSC/SSC Graduate/PG General Graduate/PG Professional Delhi Jaipur Lucknow Mumbai Bhopal Ahmedabad Kolkata Bhubaneshwar Patna Bangalore Chennai Hyderabad

14 2.9 Opinion about posting/commenting to political leader on any digital platform Table 2.9: Opinion about posting/commenting to political leader on any digital platform (All figures in percent) B9. Have you ever posted a question or a comment to a political leader on Facebook or twitter or any other digital platform? Respondent Category Response Percent Yes No All respondents Male Female General OBC SC ST Other Housewife Employee Govt Employee Pvt. Sector Business/Self Employee/Professional Student Unemployed Below HSC/SSC HSC/SSC Graduate/PG General Graduate/PG Professional Delhi Jaipur Lucknow Mumbai Bhopal Ahmedabad Kolkata Bhubaneshwar Patna Bangalore Chennai Hyderabad

15 2.10 Opinion about getting response on posted question/commented to political leader on any digital platform Table 2.10: Opinion about getting response on posted question/commented to political leader on any digital platform (All figures in percent) B9a. If Yes, did you get a response? Respondent Category Response Percent Yes No All respondents Male Female General OBC SC ST Other Housewife Employee Govt Employee Pvt. Sector Business/Self Employee/Professional Student Unemployed Below HSC/SSC HSC/SSC Graduate/PG General Graduate/PG Professional Delhi Jaipur Lucknow Mumbai Bhopal Ahmedabad Kolkata Bhubaneshwar Patna Bangalore Chennai Hyderabad

16 2.11 Opinion about following political leaders on social media Table 2.11: Opinion about following political leaders on social media (All figures in percent) B10. Are you following political leaders on social media? Respondent Category Response Percent Yes No All respondents Male Female General OBC SC ST Other Housewife Employee Govt Employee Pvt. Sector Business/Self Employee/Professional Student Unemployed Below HSC/SSC HSC/SSC Graduate/PG General Graduate/PG Professional Delhi Jaipur Lucknow Mumbai Bhopal Ahmedabad Kolkata Bhubaneshwar Patna Bangalore Chennai Hyderabad

17 2.12 Opinion about following number of political leaders on social media Table 2.12: Opinion about following number of political leaders on social media B10a. If Yes, how many? (All figures in percent) Respondent Category Response Percent Mean All respondents 2.40 Male 2.10 Female 2.73 General 2.38 OBC 2.33 SC 3.00 ST 2.20 Other 2.00 Housewife 1.86 Employee Govt Employee Pvt. Sector 2.27 Business/Self Employee/Professional 1.80 Student 2.43 Unemployed 2.45 Below HSC/SSC 2.00 HSC/SSC 2.32 Graduate/PG General 2.34 Graduate/PG Professional 2.80 Delhi 3.00 Jaipur 1.61 Lucknow 3.30 Mumbai 2.43 Bhopal 3.46 Ahmedabad 1.20 Kolkata 1.56 Bhubaneshwar 1.56 Patna 1.20 Bangalore 1.37 Chennai 1.63 Hyderabad

18 CHAPTER 3 METHODOLOGY AND SAMPLE SIZE Marketing and Development Research Associates (MDRA), a premier research organization with significant expertise and experience in opinion survey conducted the survey in the cities given below. 3.1 wise sample size achieved Table 3.1: wise total sample size S. No Sample Achieved Percent 1 Delhi Jaipur Lucknow Mumbai Bhopal Ahmedabad Kolkatta Bhubneswar Patna Bangalore Chennai Hyderabad Total The broad objective of the survey was to understand the impact of use of digital media on voting behavior among those who intend to vote during forthcoming Lok Sabha Elections for the very first time; it was needed to maintain stringent sampling procedures. Mr. Abhishek Agrawal, Deputy Director, MDRA informed that a specific in-house developed formula called 3S has been availed for conducting this survey in view of his years of experience. The 3 S stand for - Sample size - Spread of the sample 16

19 - Selection Criteria This formula has been able to derive optimum results within the short time-span available for the country-wide survey. The respondents have been selected randomly to prevent any bias creeping into the samples. Structured questionnaire was administered to the respondents by experienced and trained investigators of MDRA, through face-to-face interview. This unique approach has helped in getting a picture, which is representative of the urban male and female at large. The target respondents were selected on the basis of two criteria i.e. - Who have never voted - Going to caste vote in 2014 Lok Sabha elections for the first time The respondents were within the age group of 17 to 22 years only. However, the geographical reach inside a particular city was carefully considered and for this purpose, the city was further sub-divided into five zones e.g. Central, East, West, North and South. The field survey was conducted on 22 nd and 23 rd October 2013 in twelve cities in the country. The sample details of the respondents approached have been presented below. 3.2 wise sample size achieved Table 3.2: wise total sample size S. No Sample Achieved Percent 1 Male Female Total wise sample size achieved Table 3.3: wise total sample size S. No Sample Achieved Percent 1 General OBC SC ST Other/ Not Sure Total

20 3.4 wise sample size achieved Table 3.5: wise total sample size S. No Sample Achieved Percent 1 Housewife Employee Govt Employee Pvt. Sector Businessman/Self Employee/Professional Students Unemployed Total wise sample size achieved Table 3.6: wise total sample size S. No of Respondents Sample Achieved Percent 1 Below HSC/SSC HSC/SSC Graduate/PG General Graduate/PG Professional Total Statistical Significance Any major factors that could cause sampling errors have been controlled through appropriate selection process. The respondents were randomly chosen. This is an adaptation of queuing theory where randomization is built into the system. Above all, total sample size achieved was 1010 and this number is sufficiently high to ensure that over all sampling error is low. In view of above, the confidence level is 95% with ± 3.08% error of margin. 18