battle of the sexes: presidential election 2012
DESCRIPTION
How do Male & Female likely voters differ? Who is more likely to be using social media to research the candidates and who is more excited to vote? Find out!TRANSCRIPT
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Special Report:
Battle of the Sexes: Presidential Election 2012 American Pulse™, August-2012
3,447 respondents participated in the 2nd August
American Pulse conducted 8/20-8/27/2012.
Margin of error is +/- 1.7%.
© 2012, Prosper®
Social Media More Likely to Influence Men’s Votes
than Women’s Votes
Source: American Pulse™, August-2012, N=3447
© 2012, Prosper®
More than one-third of Men likely to vote in 2012 agree that what they learn about the candidates through social media influences how they will vote. Fewer than 3 in 10 women agree.
What I learn about the candidates through social media influences
my vote
Men Women
1 – Strongly disagree 22.8% 24.4%
2 – Somewhat disagree 12.5% 15.5%
3 – Neither agree nor disagree
30.1% 30.3%
4 – Somewhat agree 27.3% 22.6%
5 – Strongly agree 7.3% 7.2%
Somewhat/Strongly Agree Social Media Influences
My Vote
29.8% 34.6%
Men More Likely than Women to Use Social Media to
Learn About Candidates
Source: American Pulse™, August-2012, N=3447
© 2012, Prosper®
Men who are likely to vote in 2012 are more likely than their female counterparts to utilize social sites to conduct candidate research. Use of LinkedIn and Google+ are especially more prevalent among Likely Male Voters.
64.0% 56.8%
36.0% 43.2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Men Women
Use Social Media Do Not Use Social Media Sites Used for Election 2012 Information
Men Women
Facebook 54.5% 50.6%
Twitter 21.8% 16.1%
Pinterest 4.4% 5.1%
LinkedIn 10.2% 6.8%
Google+ 16.0% 10.6%
YouTube 26.7% 16.2%
Men More Likely than Women to Trust Social Media
For Election Information
Source: American Pulse™, August-2012, N=3447
© 2012, Prosper®
More than a quarter of Men likely to vote in 2012 agree that information they find about candidates on social media is believable. 1 in 5 Women likely to vote feel the same.
The information about the candidates on social media is believable
Men Women
1 – Strongly disagree 17.5% 18.8%
2 – Somewhat disagree 21.2% 23.3%
3 – Neither agree nor disagree
34.9% 37.3%
4 – Somewhat agree 20.7% 16.6%
5 – Strongly agree 5.7% 4.0%
Somewhat/Strongly Agree Social Media Information
Is Believable
20.6% 26.3%
Men Also More Prone to Political Posting
Source: American Pulse™, August-2012, N=3447
© 2012, Prosper®
0% 10% 20% 30% 40% 50%
Post your political viewpoints
Post articles related to the candidates or the election
Post photos or articles that make fun of a candidate
Read your friends’ or followers’ political viewpoints
Read political articles posted by your friends or followers
View photos or read articles that make fun of a candidate
Like or share a political post
Like or follow a politician
Join a political party/group through social media
Check in at the polls/update your status when you vote
Take a quiz about your political stance
Have you done or do you plan to do any of the following social media activities? (Check all that apply)
Likely Voters
Men
Women
Men More Likely to be Influenced by Negative
Campaign Ads
Source: American Pulse™, August-2012, N=3447
© 2012, Prosper®
Perhaps Men likely to vote are more influenced by negative campaign ads because they are more likely than women to find the information in these ads believable. They are also the most likely gender to pay attention to these negative ads.
23.5%
16.9%
29.8%
20.1%
13.5%
25.4%
0%
5%
10%
15%
20%
25%
30%
35%
What I learn about thecandidates through negative
ads influences my vote
The information about thecandidates in negative ads is
believable
I pay attention to informationabout the candidates in
negative ads
To what extent do you agree with the following statements about negative campaign ads?
Likely Voters
Men
Women
Men More Excited to Vote Than Women
Source: American Pulse™, August-2012, N=3447
© 2012, Prosper®
A majority of both sexes are somewhat or very excited to vote this fall, but Men likely to vote are more likely to feel this way than Women.
54.6% 63.2%
Are you excited to vote in the 2012 Presidential Election?
Men Women
1 – Not at All Excited 8.8% 11.8%
2 – Not Very Excited 9.2% 12.2%
3 – Neutral 18.8% 21.4%
4 – Somewhat Excited 23.8% 21.4%
5 – Very Excited 39.5% 33.1%
Somewhat/Very Excited to Vote in 2012
Men & Women Agree: Paul Ryan Would Make
Better President than Joe Biden
Source: American Pulse™, August-2012, N=3447
© 2012, Prosper®
Finally! Something Men & Women can agree on! Likely voters from both genders think Paul Ryan is better suited than Joe Biden to serve as President of the United States (if something should happen to the president).
Joe Biden
Paul Ryan
Undecided
Men Women
31.9% 30.4%
36.7%
32.9%
20.2%
47.9%
Which of the Vice Presidential candidates do you think is better suited to serve as President?
Likely Voters
For media inquiries:
Chrissy Wissinger, Senior Manager, Communications
Dianne Kremer, Senior Analyst
614-846-0146
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