Battle of the Sexes: Presidential Election 2012

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%. BIGinsight™ 400 W. Wilson Bridge Rd. Suite 200 Worthington, OH 43085 Ph: 614-846-0146© 2012, Prosper®

Social Media More Likely to Influence Men’s Votes than Women’s Votes What I learn about the candidates Somewhat/Strongly Agree through social media influences Social Media Influences my vote My Vote Men Women 1 – Strongly disagree 22.8% 24.4% 2 – Somewhat disagree 12.5% 15.5% 34.6% 29.8% 3 – Neither agree nor 30.1% 30.3% disagree 4 – Somewhat agree 27.3% 22.6% 5 – Strongly agree 7.3% 7.2% 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. Source: American Pulse™, August-2012, N=3447© 2012, Prosper®

Men More Likely than Women to Use Social Media to Learn About Candidates Use Social Media Do Not Use Social Media Sites Used for Election 2012 100% Information 90% Men Women 80% 36.0% 43.2% 70% Facebook 54.5% 50.6% 60% Twitter 21.8% 16.1% 50% Pinterest 4.4% 5.1% 40% 30% 64.0% 56.8% LinkedIn 10.2% 6.8% 20% Google+ 16.0% 10.6% 10% 0% YouTube 26.7% 16.2% Men Women 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. Source: American Pulse™, August-2012, N=3447© 2012, Prosper®

Men More Likely than Women to Trust Social Media For Election Information The information about the candidates Somewhat/Strongly Agree on social media is believable Social Media Information Is Believable Men Women 1 – Strongly disagree 17.5% 18.8% 2 – Somewhat disagree 21.2% 23.3% 26.3% 20.6% 3 – Neither agree nor 34.9% 37.3% disagree 4 – Somewhat agree 20.7% 16.6% 5 – Strongly agree 5.7% 4.0% 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. Source: American Pulse™, August-2012, N=3447© 2012, Prosper®

Men Also More Prone to Political Posting Have you done or do you plan to do any of the following social media activities? (Check all that apply) Likely Voters Take a quiz about your political stance Check in at the polls/update your status when you vote Men Join a political party/group through social media Women Like or follow a politician Like or share a political post View photos or read articles that make fun of a candidate Read political articles posted by your friends or followers Read your friends’ or followers’ political viewpoints Post photos or articles that make fun of a candidate Post articles related to the candidates or the election Post your political viewpoints 0% 10% 20% 30% 40% 50% Source: American Pulse™, August-2012, N=3447© 2012, Prosper®

Men More Likely to be Influenced by Negative Campaign Ads To what extent do you agree with the following statements about negative campaign ads? Likely Voters 35% 29.8% 30% 25.4% 25% 23.5% 20.1% Men 20% 16.9% Women 15% 13.5% 10% 5% 0% What I learn about the The information about the I pay attention to information candidates through negative candidates in negative ads is about the candidates in ads influences my vote believable negative ads 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. Source: American Pulse™, August-2012, N=3447© 2012, Prosper®

Men More Excited to Vote Than Women Somewhat/Very Excited to Are you excited to vote in the 2012 Vote in 2012 Presidential Election? Men Women 1 – Not at All Excited 8.8% 11.8% 2 – Not Very Excited 9.2% 12.2% 63.2% 54.6% 3 – Neutral 18.8% 21.4% 4 – Somewhat Excited 23.8% 21.4% 5 – Very Excited 39.5% 33.1% 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. Source: American Pulse™, August-2012, N=3447© 2012, Prosper®

Men & Women Agree: Paul Ryan Would Make Better President than Joe Biden Which of the Vice Presidential candidates do you think is better suited to serve as President? Likely Voters Men Women 20.2% 31.9% Joe Biden 30.4% 32.9% Paul Ryan Undecided 47.9% 36.7% 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). Source: American Pulse™, August-2012, N=3447© 2012, Prosper®

Contact For media inquiries: Chrissy Wissinger, Senior Manager, Communications chrissy@biginsight.com Dianne Kremer, Senior Analyst dianne@biginsight.com 614-846-0146DisclaimerAmerican Pulse™ is a trademark of Prosper Business Development. Services are delivered by Prosper and/ora Prosper affiliated company (“Prosper”). Prosper makes no warranties, either expressed or implied,concerning: data gathered or obtained from any source; the present or future methodology employed inproducing statistics; or the data and estimates represent only the opinion of Prosper and reliance thereon anduse thereof shall be at the user’s own risk.

Battle of the Sexes: Presidential Election 2012

by Prosper Business Development on Aug 29, 2012

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