1 in 4 young social networkers have commented on the general election

In what has been dubbed the UK’s first ‘Digital Election’, the research reveals the extent to which digital media has amplified the buzz of an unpredictable campaign.

The research revealed that over half (57%) of adults surveyed online have read or received information about the election online during the course of the campaign.

The internet has empowered the public to get involved in the election and to have their say. Just over one in ten (11%) of those online have commented on the election via social networking sites such as Facebook, as well as through texts to family and friends (6%).

As a result, 11% of adults say that they are more aware of how friends or work colleagues will vote.

According to the research, the Digital Election seems to have had the most impact on the 18-24 year old age group - traditionally those most turned off by politics - with nearly a quarter (24%) of those online actively engaged and commenting on the general election through social networking sites such as Facebook and Twitter.

With the younger generation trailblazing the use of social media in the 2010, 81% of 18-24 year olds have expressed an interest in the election campaign. However, the 45-54 years old age group seems less engaged, with only 77% saying they are interested. Nearly a quarter (23%) claimed that they are not very interested or not at all interested in the election. 

With turn out rates traditionally low, the opportunity to vote online or via a mobile phone in the next general election was also unveiled by the research. 35% of those polled online said they would be more likely to vote if they could do so online. This was followed by one in five (20%) more likely to vote if they could do so using their mobile phone via a text message or a dedicated app.

Anthony Painter, political commentator and associate at political think tank Demos and author of the Orange Digital Election report, said: ‘While the TV debates have had a major impact on the election, the internet has also amplified the buzz around it. People aren’t taking what the leaders say at face value – they want more. Nick Clegg has been the big winner, with surges of post-debate interest and Clegg-mania being witnessed in the media and online. With the majority of people either informing themselves or participating in politics online, digital media is playing its own part in the story of the 2010 General Election.”

The research is a preview to a wider report by Orange, entitled the Orange Digital Election Report.  To be launched on the 8th June, the report will look to answer the question, ‘How did the UK do digital politics in the 2010 election and what did that mean for the election?’ and will include commentary and analysis from influential political commentator Anthony Painter.

Simon Grossman, Head of Government Policy, Orange UK commented, “It’s amazing to think that in the last election in 2005, the likes of Twitter, Facebook, YouTube and smartphone apps didn’t exist, or held very little resonance. It's clear from this research that the use of technology by the political parties has made politics more accessible and interactive– and ultimately more interesting to a younger audience.”

Methodology

A YouGov survey of 2072 adults aged 18 – 55+ was undertaken between 23rd – 26th April 2010. This was taken from a survey of nationally representative GB adults. The survey was carried out online.

Source: www.orange.co.uk

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