1
Help people to vote(part 2)
Report prepared for bpostby Profacts
September 2012
Executive summary (august versus march 2012)
• Letterbox communication remains the most important communication channel for politicians to approach potential voters
• The closer to the elections, the more important the necessity to communicate on a personal basis
• Dutch voters prefer D2D channels and messages in the press, while southern voters prefer a more personal approach
bpost – Omnibus August 2012 - Profacts 2
Content
bpost – Omnibus August 2012 - Profacts 3
Part 1: Background & Objectives
Part 2: Sample description & methodology
Part 3: Key results
Part 4: Conclusions
4
With the elections coming up, bpost wanted to learn more about the voting habits of the Belgian population. More specific, they wanted to gain insight into the preferred communication channels of political
parties.
Background and objectives
bpost – Omnibus August 2012 - Profacts
Content
5
Part 1: Background & Objectives
Part 2: Sample description & methodology
Part 3: Key results
Part 4: Conclusions
bpost – Omnibus August 2012 - Profacts
Methodology and sample
6
Online (CAWI)
DATACOLLECTION
N = 1000
*Sample weighted on age category
Language %
Dutch 58 %
French 42 %
Gender %
Female 50 %
Male 50 %
Age Category %
<30 21 %
30-39 20 %
40-49 21 %
50-59 20 %
60+ 18 %
bpost – Omnibus August 2012 - Profacts
Content
7
Part 1: Background & Objectives
Part 2: Sample description & methodology
Part 3: Key results
Part 4: Conclusions
bpost – Omnibus August 2012 - Profacts
Question 1
bpost – Omnibus August 2012 - Profacts 8
How do you want to be approached by politicians ?
door-to-door folder
personalized letter
written press
television
radio
social networks
personal encounter
SMS
Series1 29
1
3
5
6
6
15
11
23
18
21
22
23
Series1 27
0
4
4
5
7
8
11
18
15
26
19
29
Series1 29
0
1
5
10
6
13
12
25
14
30
14
25
Series1 25
1
4
5
9
8
11
11
17
24
15
35
23
French (n=422)
9
Dutch (n=578)
Base: Total Sample (n=1000)
Overall, door-to-door-folders (27%) and personalized letters (26%) remain most preferred when voters want to be approached by politicians. Mind the differences between North & South.
“In general, how do you want to be approached by politicians?”
bpost – Omnibus August 2012 - Profacts
TOTAL
(n=1000)
I have no interest in politics
SMS
Other
Don't know
Personal encounter public places
Social networks
message on the radio
message on the internet
message on television
message in written press
Personalized letter in mailbox
door-to-door folder
26
1
4
4
7
7
9
11
18
19
21
26
27
Significant between groupsDutch vs French
French (n=665)Dutch (n=903)
Base: Total Sample (n=1568)
August 2012 March 2012
Series1 32
0
4
3
6
7
9
8
18
15
20
21
26
I have no interest in politics
SMS
Other
Don't know
Personal encounter public places
Social networks
message on the radio
message on the internet
message on television
message in written press (newspapers, magazines)
Personalized letter in mailbox
door-to-door folder
26
1
4
4
7
7
9
11
18
19
21
26
27
Series1 34
1
2
5
7
7
13
10
25
13
24
15
23
Series1 25
0
2
5
9
6
14
14
24
19
28
21
25
Series1 20
1
4
6
7
8
10
14
18
22
23
31
28
10
Men (n=500) Women (n=500)
Men are more interested in politics. A personalized letter in the mailbox gains in popularity.
bpost – Omnibus August 2012 - Profacts
TOTAL
(n=1000)
“In general, how do you want to be approached by politicians?”
August 2012 March 2012
Men (n=725) Women (n=816)
Base: Total Sample (n=1000) Base: Total Sample (n=1568)
Significant between groupsmen vs women
Interest in politics seems to slightly increase when coming closer to the elections
bpost – Omnibus August 2012 - Profacts 11
29
2
1
4
7
7
16
16
27
15
27
14
30
21
0
5
4
9
1
11
10
21
21
28
26
24
33
1
1
6
8
16
13
16
25
16
25
17
23
I have no interest in politics
SMS
Other
Don't know
Personal encounter public …
Social networks
message on the radio
message on the internet
message on television
message in written press …
Personalized letter in mailbox
door-to-door folder
28
0
2
5
7
3
12
7
24
14
28
19
24
34
0
2
5
8
3
14
9
25
14
22
15
19
When coming closer to the elections the interest in politics has slightly increased compared to march.
10
60+ (N=282)50-59 (N=314)40-49 (N=329)<30 (N=329) 30-39 (N=314)
Base: Total Sample (n=1000)
“In general, how do you want to be approached by politicians?”
bpost – Omnibus August 2012 - Profacts
March 2012
24
1
4
4
10
11
11
15
16
21
21
21
29
19
1
7
7
5
2
9
7
20
21
19
37
27
26
0
5
5
7
4
8
9
17
18
21
31
27
29
1
5
4
8
6
6
7
14
17
16
23
23
31
0
1
2
3
12
13
16
21
16
30
20
28
I have no interest in politics
SMS
Other
Don't know
Personal encounter public …
Social networks
message on the radio
message on the internet
message on television
message in written press …
Personalized letter in mailbox
door-to-door folder
Younger people are less interested in politics and prefer messages in written press, internet, radio, and social networks.
11
60+ (N=180)50-59 (N=200)40-49 (N=210)<30 (N=210) 30-39 (N=200)
Base: Total Sample (n=1000)
“In general, how do you want to be approached by politicians?”
bpost – Omnibus August 2012 - Profacts
August 2012
Question 2
bpost – Omnibus August 2012 - Profacts 12
What is your preferred medium?
door-to-door folder
personalized letter
written press
television
radio
social networks
personal encounter
SMS
1
1
4
5
4
5
16
9
18
21
18
Series1 5
0
1
2
3
2
8
8
17
33
19
Other
SMS
Social networks
message on the radio
Personal encounter public places
message on the internet
message on television
message in written press (newspapers, magazines)
Personalized letter in mailbox
door-to-door folder
6
0
1
2
3
4
9
12
13
24
25
2
0
2
4
6
4
15
21
12
13
23
Series1 6
0
2
2
3
6
10
16
10
17
29
French (n=298)
13
Dutch (n=398)
Letterbox communication has increased in importance versus March 2012. When coming closer to the elections personalized letters become more and more important. Mind the differences between the Dutch and French speaking
part.
bpost – Omnibus August 2012 - Profacts
TOTAL
(n=696)
“If you could choose one medium via which you are approached by politicians,what would it be?”
French (n=435)Dutch (n=594)
March 2012August 2012
Base: Total Sample – not interested/don’t know (n=696)
Base: Total Sample – not interested/don’t know (n=1029)
Significant between groupsDutch vs French
3
0
2
4
5
3
18
16
13
13
23
Series1 5
0
1
1
4
6
7
12
14
27
22
3
0
1
4
6
6
13
16
16
19
18
Other
SMS
Social networks
message on the radio
Personal encounter public places
message on the internet
message on television
message in written press (newspapers, magazines)
Personalized letter in mailbox
door-to-door folder
6
0
1
2
3
4
9
12
13
24
25
Series1 6
0
1
3
2
3
12
13
12
20
28
14
Men (n=370) Women (n=326)
Women value a door to door folder mostly, while men have a significant preference for personalized letters.
bpost – Omnibus August 2012 - Profacts
TOTAL
(n=696)
“If you could choose one medium via which you are approached by politicians,what would it be?”
March 2012August 2012
Men (n=527) Women (n=502)
Base: Total Sample – not interested/don’t know (n=696)
Base: Total Sample – not interested/don’t know (n=1029)
Significant between groupsmen vs women
Question 3
bpost – Omnibus August 2012 - Profacts 15
Where would you get information?
political debates
door-to-door folder
discussions with friends/family
party websites
other websites
personalized letters
social networks
The closer towards the elections, the more people seek information in door to door folders.
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“For the upcoming elections, where would you get information concerning which person/party to vote for?”
Other
I don't look for information because I'm not interested
Personalized letters received in mailbox
Website political part(y)(ies)
Door-to-door folders received in mailbox
2
15
14
9
15
14
19
22
31
43
Base: Total Sample (n=1000) bpost – Omnibus August 2012 - Profacts
TOTAL
(n=1000)
2
15
15
9
12
20
19
20
29
43
3
15
14
9
18
6
18
25
34
42
3
8
15
13
13
21
20
25
55
4
7
20
10
15
6
20
28
50
French (n=422)Dutch (n=578) French (n=665)Dutch (n=903)
August 2012 March 2012
Significant between groupsDutch vs French
Series1 5
17
11
6
25
7
14
18
42
44
Series1 0
12
12
10
11
25
26
25
33
52
Series1 5
18
16
7
10
10
13
20
25
37
Younger people tend to discuss more often with friends and family. Older people gain info from door to door folders and personalised letters.
Bpost – Omnibus March 2012 - Profacts 17
60+ (N=180) 50-59 (N=200) 40-49 (N=210) <30 (N=210) 30-39 (N=200)
“For the upcoming elections, where would you get information concerning which person/party to vote for?”
Base: Total Sample (n=1000)
Other
I don't look for information because I'm not interested
Personalized letters received in mailbox
Website political part(y)(ies)
Door-to-door folders received in mailbox
0
13
19
11
10
19
25
28
27
38
August 2012
Series1 2
14
13
11
20
7
14
18
32
44