With Lok Sabha election just months away in 2014 and several state elections happening in the nearby weeks, online space is heating up with debates and conversation. Young Indians tend to move more towards Internet resources to learn more about their political candidate. According to a study conducted by Google India named the “Urban India Voters Study“, Political personalities with Internet presence are viewed as progressive and transparent, making them more prominent among people.
The survey was conducted over a period of two months from July to August 2013, across 108 constituencies in top 86 Indian cities based on Internet usage, which accounted for 20% of the total 543 constituencies in India. The survey covered 7042 respondents who are under the age bracket of 18 to 35 years and are registered voters residing in the same constituency and Internet user .
Major insights from the Google Urban India Voters Study –
- 37% of Urban Indian voters are Internet users and 85% of them have voted previously
- 42% of Urban Indians are undecided on whom to vote in the election
- For voting decision, local candidates are as important as the party. 36% of the voters said their voting decision will be based on the Party, while 35% of them take decision based on the Local Candidate. In addition Party leaders influence around 17% of the voters and Prime Minister candidate influence 11% of voters decision.
- 45% voters seek more information like discussion on local issues, development activities and information on candidate their party, their agenda on Internet to help them make their voting decision.
- Voters mostly search on Google for gathering and learning more about the political party and the candidates.
- 50% of the voters says if they are provided with a chance, they will engage with politicians online.
- Political personalities with Internet presence are viewed as progressive and transparent.
- 2/3rd of the registered voters don’t ‘share’ their political views online.
- Internet users open to signing up for volunteer programs and 39% of voters decided on who to vote for would like to sign up for party volunteer program.
- More than 3 months prior to an elections 35% voters consciously start looking for elections and politics related information.
- Google seen around 5x increase in Elections and politics related queries during the last Lok Sabha elections. This time it’s seeing around 8x increase the queries driven mainly by growing mobile internet penetration.
- 36% of urban voters use Internet on the mobile and 1 in 4 queries related to elections originates from a mobile devices.
- On Google India (Google.co.in), BJP’s prime minister candidate Narendra Modi becomes the most searched political leader, followed by Rahul Gandhi and Sonia Gandhi.
- Bharatiya Janta Party becomes the most searched parties on Google followed by Indian National Congress and Aam Aadmi Party.
Here is the complete Google Urban Indian Voters Study embedded below –
Image credit Google