Democrats Like To Mix Politics & Social Media More Than Republicans, Independents [Study]

democrat-republican-politicsWhen it comes to political activity online, Democrats are more likely than Republicans and Independents to say that social networking sites are important. And they’re also more likely to say that they’ve become more active politically because of their interactions on social media sites.

Those are some of the findings in Politics on Social Networking Sites, a new study from the Pew Internet and American Life Project.

Overall, 74 percent of those who call themselves liberal are using social networking sites, compared to 70 percent of moderates and only 60 percent of conservatives. And those social media-using Democrats are more likely than Republicans and Independents to say that social sites are important for things like debating political issues and recruiting others to get involved in political matters. Almost half of liberals surveyed said social media is important for keeping up with political news, compared to about a third of moderates and conservatives (see far left column below).


But what about the impact that social media has on political views? The Pew study shows that there’s not much at all.

Overall, only 16 percent of social media users say they’ve changed their views about a political issue because of their activity on social sites. In other words, all those photos and articles that you’re sharing on Facebook these days probably aren’t going to change your crazy friend’s point of view. Sorry.

In addition, only 25 percent of social media users say they’ve become more active in a political issue because of their social interactions. And those that do get more involved are, again, more likely to be Democrats/liberals.


On a similar note, nine percent of respondents said they became less involved in a political issue due to activity on social networking sites.

The big takeaway from the Pew survey appears to be that most social media users just aren’t all that active or interested in politics when they’re using these sites. A whopping 84 percent said there was little or no political content in their recent status updates, comments and links. (The breakdown on that group is 63 percent saying they’ve posted nothing political and 21 percent saying they’ve posted “just a little” about politics.)

Ultimately, it calls into question the big emphasis that both major U.S. political parties are placing on social media during the current election — an emphasis that’s sure to continue this week as the Democratic National Convention gets underway in Charlotte.

The Pew study is available online. More than 2,200 adults were interviewed between January 20-February 19, 2012.

Related Topics: Channel: Strategy | Features & Analysis | Politics | Social Media Marketing | Statistics: Online Behavior | Statistics: Social Media | Top News


About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

Connect with the author via: Email | Twitter | Google+ | LinkedIn

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • Jerry McMullin

    social media has only been important to elections since 08! and thats because obama energized the youth, who are the ones who use social media the most. Republicans and others are leveraging social networking more and more threw and others. http;// is another one, but unlike most has active users on the right and left, they encourage debate, along with providing access to useful education tools and help promote transparency and accountability by making TONS of info availible. this is the future of political social networking

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!