Social Media Data Reveals What UK Voters are Really Talking About

Social Media Data Reveals What UK Voters are Really Talking About

  • UKIP supporters interested in Brussels and Top Gear
  • Conservative supporters interested in Chelsea and the public sector
  • Labour supporters interested in feminism and food banks
  • Lib Dems more interested in LGBT issues than other parties 

London – March 3rd 2015- New data from social analytics business Crimson Hexagon reveals telling insights into the interests of different voters, using social media data to quantify the association, or “affinity”, between voters and their other interests. The below data reveals the affinities which differentiate supporters of different parties the most: 
UKIP supporters on social media:

  • UKIP supporters on social media are 92x more likely to be interested in Rio Ferdinand than other users
  • 48x more likely to be interested in Brussels
  • 40x more likely to be interested in Jihad
  • 14x more likely to be interested in Sheffield
  • 30x more likely to be interested in Top Gear

Conservative supporters on social media:

  • Conservative supporters using social media are 163x more likely to be interested in the NHS than other social media users
  • 21x more likely to be interested in Top Gear
  • Twice as likely to be interested in Chelsea
  • 159% more likely to be interested in the public sector
  • Highest affinity region for Conservative supporters on Twitter is the East Midlands

Labour supporters on social media:

  • Labour supporters using social media are 108x more likely to be interested in socialism than other social media users
  • 16x more likely to be interested in feminism
  • 26x more likely to be interested in wildlife
  • 1,000x more likely to be interested in climate
  • 1,000x more likely to be interested in food banks
  • 119x more likely to be interested in anarchism
  • The highest affinity regions for Labour supporters on social media are The East Midlands (where Labour supporters are 122x more interested than other social media users), East Anglia (101x) and Sussex (40x)

Liberal Democrat supporters on social media:

  • Liberal Democrats supporters using social media are 493x more likely to be interested in Russell Brand than other social media users
  • 167x more likely to be interested in the Daily Mail
  • 8x more likely to be interested in LBGT issues
  • Twice as likely to be interested in Bristol and twice as likely to be interested in Somerset
  • Twice as likely to be interested in crime and in law
  • Twice as likely to be interested in sustainability and in climate change

One affinity that was high for supporters of all the above parties was energy, which is telling given that none of the political parties have made it a major area of focus in their election campaigns. Other high affinities for all party supporters are energy and climate change. 
Methodology:
Crimson Hexagon’s Affinities feature quantifies the strength of relationship between interest segments and people engaged with brands, products, and in this case political parties, on social media. Affinities measures which interest segments align with brands or with their competitors. The Affinities feature provides data on the percentage of authors in a social conversation with a given interest and quantifies the strength of affinity between an interest and a brand (or, again, political party in this instance) that you are monitoring, showing the degree to which people with that interest are more or less likely to post about a topic/brand/political party you are monitoring.
This is the interest’s “affinity”.
Liliana Osorio, EMEA Marketing Manager at Crimson Hexagon commented: “Social media delivers an unparalleled insight into people’s lives and how they think and feel about particular issues- it’s the world’s biggest focus group. In the first truly social election, politicians should be sitting up and taking notice of their supporters’ interests; they have a unique opportunity to understand the associated issues and interests their supporters care about and use this to inform the final weeks of their campaigning.”
For further information please contact:
Jessica Warner, Annabel Rivero
crimsonhexagon@lansons.com
0207 294 3610
 About Crimson Hexagon
Crimson Hexagon is a leading provider of social media analysis software. Powered by patented technology and an in-house data library of more than 500 billion posts, Crimson Hexagon ForSight™ platform delivers the industry’s deepest and most actionable insights from social media data to hundreds of brands and agencies. Clients include leading global organizations such as Microsoft, Paramount Pictures, Starbucks, Simon & Schuster, and Twitter, and leading agencies such as Edelman, Droga 5, CP+B, HUGE, and We Are Social. Find us on Twitter @crimsonhexagon.
 
For more information on the General Elections 2015, click here.

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