Urban India Voters Study
Understand the impact of Internet in the forthcoming Lok Sabha elections
Oct 8, 2013
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Methodology
Constituency Selection Sample Selection
Base: Top 86 cities based on Internet usage representing 108 constituencies (20% of total 543 constituencies in India) Survey conduced in 65 constituencies (59 cities) selected to represent the 108 constituencies
18yrs+ registered voters residing in the same constituency and Internet user Demographics similar to that of Internet users in India 7042 respondents
Survey conducted over a 2 month period: July Aug 2013
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37% of urban Indian voters are online
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85% online urban Indians have voted previously
I have
64% 92%
92% 64%
d
99%
99%
97%
97%
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who? ?
????
42% of Urban Indians are undecided
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For voting decision, local candidate as important as the party
Overall
36% 35% 11% 17%
North 40% 34% 8% 18% East 43% 27% 15% 16% West 23% 45% 18% 14% South 37% 36% 11% 16% Central 48% 24% 7% 21%
Party Local Candidate PM candidate Party leaders
candidate
party
Even Stevens
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45% voters would like to see more information on Internet to help them make their voting decision
Information that voters would like to see on Internet 57% 48% 43%
Discussion on local issues
Updates on developmental activities
Information about candidate/ party/ manifesto/ agenda
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Information on the political party and the candidate are most looked for
% Information on the Candidate 39
Candidate specic
Videos of leaders
15
Information on the political party
37
Party Specic
Manifesto/Agenda / plan of political party 28
Views/opinions of other people
15
Others opinion
27
Political news / Controversies/Activities and Initiatives
Generic
Poll related info - Polling date / polling booth / Candidate list 20
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Voters will engage with politicians online if made possible
Activities expected from politicians on the internet
52% 51% 47%
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Allow citizens to comment on their website on dierent topics and respond to them Allow citizens to comment on their social network page on dierent topics and respond to them Conduct online video conferencing
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Political personalities with Internet presence are viewed as progressive and transparent
50%
0%
62%
100%
Is highly progressive
53%
Is transparent in sharing views
Is highly involved with people
59%
Has positive attitude in listening to the voice of common man Is more approachable
51%
54%
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2/3rd of the registered voters dont share their political views online
Do not Share 65%
Share but anonymously 5%
Share 30%
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Internet users open to signing up for volunteer programs
39% of voters decided on who to vote for would like to sign up for party volunteer program
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35% voters consciously start looking for elections / politics related information more than 3 months prior to the elections
2-4 weeks prior
1-3 months prior 3-6 months prior
6+ months prior
Always Interested
18%
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7%
10%
22%
25%
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36% of urban voters use Internet on the mobile
77%
36%
MOBILE WHILE ON MOVE
29%
OFFICE / WORK PLACE
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18%
CYBER CAFE
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15
Elections / politics related queries see a surge
Election May 2009
5x
2x
Source: Google Internal Data
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Already 8 times election related queries to the 2009 elections
in elections, parties and politicians related queries in 2013 vs. 2009
Source: Google Internal Data
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11 times growth in queries from mobile
1 in 4 queries related to elections originates from mobile devices
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1200 1000 800 600 400 200 0 2009 2011 2013
18
11x
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Top 10 most searched political leaders
1 2 3
Narendra Modi
4 5
Rahul Gandhi
6
Sonia Gandhi
Manmohan Singh
7 Akhilesh Yadav
Arvind Kejriwal
8 Nitish Kumar
Jayalalitha
Source: Google Internal Data Duration: March 2013 to August 2013; Does not include celebrity leaders; includes only most commonly search phrase
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9 Sushma Swaraj
10
Digvijay Singh
19
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Top 5 most searched parties
BJP Bharatiya Janta Party
INC Indian National Congress
AAP Aam Aadmi Party
BSP Bahujan Samajwadi Party
Source: Google Internal Data Duration: March 2013 to August 2013 Does not include queries for party leaders
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Shiv Sena
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Top 5 how to queries related to elections
1 2 3 4 5
How
to
get
elec*on
card
How
to
vote
How
to
get
elec*on
card
online
How
to
nd
electoral
roll
number
How
to
track
/
check
status
of
elec*on
card
Source: Google Internal Data Duration: March 2013 to August 2013
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Internet is a key influencer be present
37% of urban Indian voters are online! 85% of them have voted previously 42% are undecided Local candidate is as important as the party Internet presence is important to be considered a progressive leader Provide more information on the Internet Engage with the voters using online channels Voters have started looking for elections related information
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Thank You
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