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

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-110 017 Phone: +91-11-26522255, 26522244, 26856429 Fax: 26968282 Email: info@mdraonline.com; Web: www.mdraonline.com

CONTENT Page No. 1.1 Overall survey findings...1 2.1 Opinion about mostly using digital/social media for...4 2.2 Decision influenced by digital marketing/communication...5 2.3 Mostly used digital media for tracking political developments in India...6 2.4 Opinions about following digital campaigns of political parties...7 2.5 Opinion about political party digital strategy would focus...8 2.6 Mostly visible political party in digital/social media...9 2.7 Political parties digitally interactive...10 2.8 Opinion about digital platform for political communication...11 2.9 Opinion about posting/commenting to political leader on any digital platform...12 2.10 Opinion about getting response on posted question to political leader on any digital platform...13 2.11 Opinion about following political leaders on social media...14 2.12 Opinion about following number of political leaders on social media...15 3.1 wise sample size achieved...16 3.2 wise sample size achieved...17 3.3 wise sample size achieved...17 3.4 wise sample size achieved...18 3.5 wise sample size achieved...18

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 46.3 2 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 Emails 5 6 Other 6 [Others include SMS] B4. Are you following digital campaigns of political parties? S. No Response % 1 Yes, regularly 24.9 2 Sometimes 69.6 3 Not at all 5.5 B5. What would you like political parties digital strategy to focus on? S. No Response % 1 National issues 35.6 2 Local issues 48.3 3 Candidates quality 16.0 1

B6. Which party, according to you, is most visible digitally? S. No Response % 1 Congress 22.7 2 BJP 64.2 3 AAP 4.0 4 Others 9.2 5 BSP 0.0 6 CPI 0.2 7 CPI (M) 0.3 8 TMC 2.7 9 Others 5.4 B7. Which parties do you find digitally interactive? [MULTIPLE RESPONSE POSSIBLE] S. No Response % 1 Congress 74.0 2 BJP 89.6 3 AAP 21.6 4 SP 5.2 5 BSP 2.3 6 CPI 4.5 7 CPI (M) 4.6 8 TMC 7.7 9 Others 9.7 B8. Which digital platform do you find the easiest for political communication? S. No Response % 1 SMS 19.4 2 Facebook 66.5 3 Twitter 3.4 4 Blogs 4.2 5 Email 4.6 6 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 58.8 2 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 64.3 2 No 35.7 2

B10. Are you following political leaders on social media? S. No Response % 1 Yes 45.2 2 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 2.40 3

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 1 2 3 4 5 6 Male 1 2 3 4 5 6 Female 1 2 3 4 5 6 General 1 2 3 4 5 6 OBC 1 2 3 4 5 6 SC 1 1 3 4 5 6 ST 1 2 3 4 5 6 Housewife 1 2 3 4 5 6 Employee Govt. 2 2 1 4 5 6 Employee Pvt. Sector 1 2 3 4 5 6 Business/Self Employee/Professional 1 2 3 4 5 6 Student 1 2 3 4 5 6 Unemployed 1 2 3 4 6 5 Below HSC/SSC 2 1 2 4 5 6 HSC/SSC 1 2 3 4 5 6 Graduate/PG General 1 2 3 4 5 6 Graduate/PG Professional 1 2 3 5 6 4 Delhi 3 2 1 4 5 6 Jaipur 1 2 3 4 5 6 Lucknow 4 1 2 3 5 6 Mumbai 1 2 3 4 5 6 Bhopal 1 2 3 6 5 4 Ahmedabad 3 1 2 4 5 6 Kolkata 2 1 4 3 5 6 Bhubaneshwar 1 3 2 4 5 6 Patna 1 2 3 4 5 6 Bangalore 1 2 3 4 5 6 Chennai 1 2 3 6 5 4 Hyderabad 1 2 3 4 6 5 4

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 46.3 53.7 Male 47.0 53.0 Female 45.7 54.3 General 46.5 53.5 OBC 46.0 54.0 SC 50.0 50.0 ST 60.0 40.0 Other 7.7 92.3 Housewife 28.0 72.0 Employee Govt. 0.0 100.0 Employee Pvt. Sector 57.5 42.5 Business/Self Employee/Professional 16.7 83.3 Student 47.9 52.1 Unemployed 22.7 77.3 Other 0.0 0.0 Below HSC/SSC 21.4 78.6 HSC/SSC 46.3 53.7 Graduate/PG General 43.1 56.9 Graduate/PG Professional 63.2 36.8 Delhi 48.9 51.1 Jaipur 58.3 41.7 Lucknow 85.0 15.0 Mumbai 42.9 57.1 Bhopal 78.8 21.3 Ahmedabad 22.5 77.5 Kolkata 45.6 54.4 Bhubaneshwar 23.8 76.3 Patna 20.7 79.3 Bangalore 65.6 34.4 Chennai 8.8 91.3 Hyderabad 53.0 47.0 5

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 Emails Other All respondents 2 3 1 4 5 6 Male 2 3 1 4 5 6 Female 2 3 1 4 5 6 General 2 3 1 4 5 6 OBC 2 3 1 4 5 6 SC 2 4 1 5 3 6 ST 3 2 1 5 4 6 Other 1 4 2 5 2 6 Housewife 4 5 1 2 3 6 Employee Govt. 5 1 4 2 3 6 Employee Pvt. Sector 2 4 1 5 3 6 Business/Self 2 4 1 3 5 6 Employee/Professional Student 2 3 1 4 5 6 Unemployed 1 3 2 5 4 6 Below HSC/SSC 4 3 1 2 5 6 HSC/SSC 3 2 1 4 5 6 Graduate/PG General 2 3 1 4 5 6 Graduate/PG Professional 2 3 1 4 5 6 Delhi 4 2 1 3 5 6 Jaipur 2 3 1 5 4 6 Lucknow 4 3 1 2 5 6 Mumbai 3 2 1 4 5 6 Bhopal 2 3 1 4 5 6 Ahmedabad 4 2 1 3 5 6 Kolkata 2 4 1 5 3 6 Bhubaneshwar 2 4 1 5 3 6 Patna 4 5 1 3 2 6 Bangalore 4 2 1 3 5 6 Chennai 3 4 1 5 2 6 Hyderabad 2 5 1 4 3 6 6

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 24.9 69.6 5.5 Male 31.3 65.3 3.4 Female 18.4 73.9 7.7 General 21.0 73.1 5.9 OBC 31.4 64.4 4.2 SC 28.0 63.4 8.5 ST 33.3 66.7 0.0 Other 53.8 46.2 0.0 Housewife 12.0 64.0 24.0 Employee Govt. 0.0 66.7 33.3 Employee Pvt. Sector 20.0 72.5 7.5 Business/Self Employee/Professional 100.0 0.0 0.0 Student 25.0 70.1 4.9 Unemployed 25.0 70.5 4.5 Other 0.0 0.0 0.0 Below HSC/SSC 42.9 42.9 14.3 HSC/SSC 19.5 71.5 8.9 Graduate/PG General 24.3 72.5 3.1 Graduate/PG Professional 41.9 53.8 4.3 Delhi 2.2 88.9 8.9 Jaipur 38.1 60.7 1.2 Lucknow 16.3 83.8 0.0 Mumbai 12.1 87.9 0.0 Bhopal 51.3 48.8 0.0 Ahmedabad 5.0 87.5 7.5 Kolkata 17.8 53.3 28.9 Bhubaneshwar 16.3 78.8 5.0 Patna 34.1 61.0 4.9 Bangalore 22.2 76.7 1.1 Chennai 33.8 58.8 7.5 Hyderabad 53.0 47.0 0.0 7

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 35.6 48.3 16.0 Male 44.2 43.5 12.3 Female 27.1 53.2 19.8 General 36.0 49.3 14.7 OBC 37.2 46.7 16.1 SC 28.0 42.7 29.3 ST 33.3 60.0 6.7 Other 38.5 53.8 7.7 Housewife 40.0 40.0 20.0 Employee Govt. 66.7 33.3 0.0 Employee Pvt. Sector 17.5 57.5 25.0 Business/Self Employee/Professional 66.7 33.3 0.0 Student 37.2 47.5 15.2 Unemployed 11.4 63.6 25.0 Below HSC/SSC 57.1 21.4 21.4 HSC/SSC 38.5 43.6 17.9 Graduate/PG General 31.6 53.3 15.1 Graduate/PG Professional 41.9 44.4 13.7 Delhi 27.8 60.0 12.2 Jaipur 28.6 60.7 10.7 Lucknow 31.3 13.8 55.0 Mumbai 33.0 56.0 11.0 Bhopal 58.8 38.8 2.5 Ahmedabad 15.0 80.0 5.0 Kolkata 52.2 30.0 17.8 Bhubaneshwar 13.8 70.0 16.3 Patna 62.2 18.3 19.5 Bangalore 22.2 45.6 32.2 Chennai 40.0 50.0 10.0 Hyderabad 43.4 56.6 0.0 8

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 22.7 64.2 4.0 0.6 0.0 0.2 0.3 2.7 5.4 Male 20.2 66.7 4.4 0.2 0.0 0.4 0.4 1.6 6.2 Female 25.1 61.7 3.6 1.0 0.0 0.0 0.2 3.8 4.7 General 20.8 63.2 4.1 0.9 0.0 0.0 0.2 3.8 7.0 OBC 22.2 68.6 5.4 0.0 0.0 0.8 0.4 0.8 1.9 SC 36.6 57.3 0.0 0.0 0.0 0.0 1.2 1.2 3.7 ST 13.3 73.3 0.0 0.0 0.0 0.0 0.0 0.0 13.3 Other 46.2 53.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Housewife 64.0 32.0 0.0 0.0 0.0 0.0 4.0 0.0 0.0 Employee Govt. 33.3 66.7 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Employee Pvt. Sector 27.5 60.0 0.0 2.5 0.0 0.0 0.0 0.0 10.0 Business/Self Employee/Professional 16.7 50.0 0.0 16.7 0.0 0.0 0.0 0.0 16.7 Student 21.9 65.1 3.6 0.4 0.0 0.1 0.2 3.0 5.6 Unemployed 11.4 68.2 18.2 0.0 0.0 2.3 0.0 0.0 0.0 Below HSC/SSC 35.7 64.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 HSC/SSC 26.3 52.0 4.9 0.8 0.0 0.0 0.5 5.7 9.8 Graduate/PG General 20.2 71.2 3.7 0.6 0.0 0.4 0.2 1.0 2.7 Graduate/PG Professional 20.5 71.8 2.6 0.0 0.0 0.0 0.0 0.9 4.3 Delhi 24.4 65.6 8.9 0.0 0.0 0.0 0.0 1.1 0.0 Jaipur 22.6 75.0 2.4 0.0 0.0 0.0 0.0 0.0 0.0 Lucknow 10.0 83.8 0.0 6.3 0.0 0.0 0.0 0.0 0.0 Mumbai 18.7 74.7 1.1 0.0 0.0 0.0 0.0 0.0 5.5 Bhopal 13.8 86.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Ahmedabad 6.3 93.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Kolkata 22.2 42.2 5.6 0.0 0.0 0.0 1.1 28.9 0.0 Bhubaneshwar 8.8 62.5 25.0 0.0 0.0 2.5 0.0 0.0 1.3 Patna 36.6 58.5 3.7 1.2 0.0 0.0 0.0 0.0 0.0 Bangalore 41.1 57.8 1.1 0.0 0.0 0.0 0.0 0.0 0.0 Chennai 47.5 50.0 0.0 0.0 0.0 0.0 2.5 0.0 0.0 Hyderabad 18.1 22.9 0.0 0.0 0.0 0.0 0.0 0.0 59.0 9

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 74.0 89.6 21.6 5.2 2.3 4.5 4.6 7.7 9.7 Male 73.0 92.3 25.6 8.5 2.4 7.3 6.9 7.9 10.3 Female 74.9 87.0 17.6 2.0 2.2 1.6 2.2 7.5 9.1 General 72.6 88.9 22.1 4.9 3.1 3.3 3.0 8.9 12.4 OBC 78.2 92.0 26.4 6.9 1.1 7.3 6.9 6.1 4.6 SC 70.7 87.8 6.1 4.9 0.0 6.1 8.5 6.1 6.1 ST 73.3 86.7 13.3 0.0 0.0 0.0 0.0 0.0 13.3 Other 76.9 92.3 7.7 0.0 0.0 0.0 15.4 0.0 0.0 Housewife 84.0 92.0 0.0 0.0 0.0 4.0 12.0 0.0 0.0 Employee Govt. 100.0 100.0 0.0 0.0 0.0 0.0 33.3 0.0 0.0 Employee Pvt. Sector 75.0 85.0 15.0 2.5 7.5 0.0 2.5 5.0 25.0 Business/Self Employee/Professional 50.0 83.3 0.0 16.7 16.7 0.0 0.0 0.0 16.7 Student 74.3 89.5 21.0 5.7 2.0 4.6 4.3 8.5 9.6 Unemployed 61.4 95.5 56.8 0.0 2.3 6.8 6.8 0.0 2.3 Below HSC/SSC 71.4 92.9 28.6 0.0 0.0 0.0 0.0 0.0 0.0 HSC/SSC 71.3 88.1 26.3 6.0 2.7 3.0 3.3 10.0 15.2 Graduate/PG General 74.3 91.0 19.0 3.7 2.2 3.9 4.1 5.1 6.7 Graduate/PG Professional 81.2 88.0 17.1 10.3 1.7 12.0 11.1 12.8 6.8 Delhi 70.0 90.0 67.8 1.1 6.7 1.1 0.0 0.0 0.0 Jaipur 70.2 98.8 3.6 0.0 0.0 0.0 1.2 0.0 0.0 Lucknow 23.8 82.5 0.0 6.3 21.3 0.0 0.0 0.0 0.0 Mumbai 91.2 100.0 24.2 6.6 0.0 5.5 0.0 12.1 14.3 Bhopal 97.5 100.0 30.0 31.3 0.0 31.3 28.8 31.3 1.3 Ahmedabad 66.3 100.0 2.5 5.0 0.0 3.8 0.0 0.0 0.0 Kolkata 43.3 65.6 17.8 3.3 0.0 1.1 10.0 46.7 0.0 Bhubaneshwar 68.8 92.5 88.8 2.5 0.0 7.5 5.0 0.0 1.3 Patna 73.2 86.6 22.0 8.5 0.0 2.4 0.0 0.0 0.0 Bangalore 94.4 88.9 1.1 0.0 0.0 0.0 0.0 0.0 0.0 Chennai 87.5 92.5 0.0 0.0 0.0 2.5 11.3 0.0 0.0 Hyderabad 100.0 79.5 0.0 0.0 0.0 0.0 0.0 0.0 100.0 10

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 Email Recorded phone calls All respondents 19.4 66.5 3.4 4.2 4.6 2.0 Male 15.1 70.4 4.0 4.2 4.6 1.8 Female 23.7 62.6 2.8 4.2 4.5 2.2 General 17.8 70.0 3.6 2.8 4.5 1.3 OBC 18.0 63.2 3.4 8.0 5.4 1.9 SC 31.7 52.4 1.2 3.7 3.7 7.3 ST 33.3 60.0 6.7 0.0 0.0 0.0 Other 30.8 61.5 0.0 0.0 0.0 7.7 Housewife 20.0 56.0 4.0 4.0 4.0 12.0 Employee Govt. 33.3 0.0 0.0 0.0 0.0 66.7 Employee Pvt. Sector 42.5 45.0 0.0 2.5 10.0 0.0 Business/Self Employee/Professional 50.0 50.0 0.0 0.0 0.0 0.0 Student 17.6 69.5 3.4 3.8 4.1 1.6 Unemployed 29.5 38.6 6.8 13.6 9.1 2.3 Below HSC/SSC 21.4 71.4 0.0 7.1 0.0 0.0 HSC/SSC 17.9 64.0 4.6 4.9 5.7 3.0 Graduate/PG General 21.4 67.3 2.2 3.9 3.7 1.6 Graduate/PG Professional 15.4 70.9 5.1 2.6 5.1 0.9 Delhi 6.7 90.0 2.2 1.1 0.0 0.0 Jaipur 13.1 75.0 7.1 0.0 4.8 0.0 Lucknow 35.0 50.0 5.0 5.0 3.8 1.3 Mumbai 1.1 85.7 11.0 2.2 0.0 0.0 Bhopal 10.0 86.3 3.8 0.0 0.0 0.0 Ahmedabad 36.3 52.5 0.0 10.0 1.3 0.0 Kolkata 11.1 65.6 2.2 6.7 12.2 2.2 Bhubaneshwar 28.8 28.8 5.0 25.0 11.3 1.3 Patna 17.1 79.3 2.4 1.2 0.0 0.0 Bangalore 23.3 73.3 1.1 0.0 1.1 1.1 Chennai 32.5 37.5 0.0 0.0 11.3 18.8 Hyderabad 22.9 67.5 0.0 0.0 9.6 0.0 11

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 58.8 41.2 Male 64.1 35.9 Female 53.6 46.4 General 59.5 40.5 OBC 55.9 44.1 SC 64.6 35.4 ST 60.0 40.0 Other 46.2 53.8 Housewife 48.0 52.0 Employee Govt. 66.7 33.3 Employee Pvt. Sector 55.0 45.0 Business/Self Employee/Professional 100.0 0.0 Student 60.3 39.7 Unemployed 31.8 68.2 Below HSC/SSC 71.4 28.6 HSC/SSC 61.2 38.8 Graduate/PG General 54.3 45.7 Graduate/PG Professional 69.2 30.8 Delhi 54.4 45.6 Jaipur 73.8 26.2 Lucknow 87.5 12.5 Mumbai 89.0 11.0 Bhopal 82.5 17.5 Ahmedabad 20.0 80.0 Kolkata 46.7 53.3 Bhubaneshwar 17.5 82.5 Patna 81.7 18.3 Bangalore 31.1 68.9 Chennai 43.8 56.3 Hyderabad 77.1 22.9 12

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 64.3 35.7 Male 63.2 36.8 Female 65.7 34.3 General 66.6 33.4 OBC 57.5 42.5 SC 66.0 34.0 ST 77.8 22.2 Other 50.0 50.0 Housewife 16.7 83.3 Employee Govt. 100.0 0.0 Employee Pvt. Sector 59.1 40.9 Business/Self Employee/Professional 50.0 50.0 Student 65.8 34.2 Unemployed 57.1 42.9 Below HSC/SSC 40.0 60.0 HSC/SSC 64.6 35.4 Graduate/PG General 63.5 36.5 Graduate/PG Professional 69.1 30.9 Delhi 67.3 32.7 Jaipur 14.5 85.5 Lucknow 85.7 14.3 Mumbai 85.2 14.8 Bhopal 93.9 6.1 Ahmedabad 50.0 50.0 Kolkata 59.5 40.5 Bhubaneshwar 28.6 71.4 Patna 46.3 53.7 Bangalore 42.9 57.1 Chennai 37.1 62.9 Hyderabad 87.5 12.5 13

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 45.2 54.8 Male 46.4 53.6 Female 44.1 55.9 General 45.1 54.9 OBC 47.9 52.1 SC 40.2 59.8 ST 66.7 33.3 Other 7.7 92.3 Housewife 28.0 72.0 Employee Govt. 66.7 33.3 Employee Pvt. Sector 37.5 62.5 Business/Self Employee/Professional 83.3 16.7 Student 46.7 53.3 Unemployed 25.0 75.0 Below HSC/SSC 28.6 71.4 HSC/SSC 39.6 60.4 Graduate/PG General 45.5 54.5 Graduate/PG Professional 64.1 35.9 Delhi 16.7 83.3 Jaipur 27.4 72.6 Lucknow 92.5 7.5 Mumbai 75.8 24.2 Bhopal 87.5 12.5 Ahmedabad 30.0 70.0 Kolkata 35.6 64.4 Bhubaneshwar 11.3 88.8 Patna 53.7 46.3 Bangalore 54.4 45.6 Chennai 10.0 90.0 Hyderabad 77.1 22.9 14

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. 2.00 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 2.59 15

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 90 8.9 2 Jaipur 84 8.3 3 Lucknow 80 7.9 4 Mumbai 91 9.0 5 Bhopal 80 7.9 6 Ahmedabad 80 7.9 7 Kolkatta 90 8.9 8 Bhubneswar 80 7.9 9 Patna 82 8.1 10 Bangalore 90 8.9 11 Chennai 80 7.9 12 Hyderabad 83 8.2 Total 1010 100.0 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

- 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 504 49.9 2 Female 506 50.1 Total 1010 100.0 3.3 wise sample size achieved Table 3.3: wise total sample size S. No Sample Achieved Percent 1 General 639 63.3 2 OBC 261 25.8 3 SC 82 8.1 4 ST 15 1.5 5 Other/ Not Sure 13 1.3 Total 1010 100.0 17

3.4 wise sample size achieved Table 3.5: wise total sample size S. No Sample Achieved Percent 1 Housewife 25 2.5 2 Employee Govt. 3 0.3 3 Employee Pvt. Sector 40 4.0 4 Businessman/Self Employee/Professional 6 0.6 5 Students 892 88.3 6 Unemployed 44 4.4 Total 1010 100.0 3.5 wise sample size achieved Table 3.6: wise total sample size S. No of Respondents Sample Achieved Percent 1 Below HSC/SSC 14 1.4 2 HSC/SSC 369 36.5 3 Graduate/PG General 510 50.5 4 Graduate/PG Professional 117 11.6 Total 1010 100.0 3.6 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