zmot voting study research studies
TRANSCRIPT
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Google/Shopper Sciences, U.S.April 2011
The Zero Moment of Truth Study Voters
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Summary
Unlike any other category in this research, Stimulus and ZMOT arethe primary source nodes for this category.
Voters are looking to many different traditional media outlets and informationdirect from the candidate in their decision-making process.
However, influence and quality of experience of some of these sources is verylow such as that for TV. Voters appear to have a necessary evil approach tothe stimulus sources they so heavily use.
3
Voters are doing more self-directed research online. This is typically happening about one month before. Voters look to stimulus sources to become informed about party affiliation,
candidate reputation and experience.
Voters turn to ZMOT type sources to become informed about around keyeconomic and social issues
In general, voters are turned off by direct mail from political parties and outdoorbillboard ads.
Source: Google/Shopper Sciences, Zero Moment of Truth Study Voters, Apr 2011
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Objectives & Methodology
How is the candidate selection process for voting changing in adigitally powered world?
Whatrole do new media like social& mobile in influencing how consumer choose who to vote for?
How effective are traditional ads at changing actual voting behavior?
Online shopper surveys withinteractive game-like construct
Fielded in March 2011 in the US
Adults participated in 2010 Mid-Term Elections
N=500 Voters4
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Traditional 3-Step Mental Model of Marketing
5
FirstMoment of
Truth
SecondMoment of
Truth
Stimulus
At shelfIn-store
Experience
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The New Mental Model of Marketing
6
FirstMoment of
Truth
SecondMoment of
Truth
Stimulus
Pre-shopping |In-store | In-home
At shelfIn-store
Experience
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We asked voters
When? Voting Timeline
What traditional and new media sources did voters use to help
them select a candidate?
What? Source Usage
How far in advance do voters start shaping their decisions?
Why did voters consult the internet? What information where they looking for?
Why? Information-Seeking
How? InfluenceHow influential were each of the sources in the ultimatedecision making?
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11%
14%
19%
22%
14%
4%3% 3% 1% 3% 1% 1% 2%
Morethana
yearbefore
7-12
months
before
4-6months
before
2-3months
before
Amonth
before
3weeks
before
2weeks
before
Aweek
before
4-6days
before
2-3days
before
Oneday
before
9-12hours
before
5-8hours
before
3-4hours
before
1-2hours
before
Withinthe
hourof
votin
Afew
moments
beforeI
The majority of voters start their researchprocess 3-4 months out.
Length of Decision Cycle
Q1 Again, for the rest of this survey we would like you to focus on how you researched the candidates tovote for during the 2010 midterm elections. First, in TOTAL, how long were you thinking about the
candidates before you actually voted?Base N=500
Source: Google/Shopper Sciences, Zero Moment of Truth Study Voters, Apr 20118
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Voters used on average 14.7 sources ofinformation to help them make their candidate
selection
14.7sources 35%average usage
For any one source, on average 35% of votersused it.
Source: Google/Shopper Sciences, Zero Moment of Truth Study Voters, Apr 20119
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Top sources used by voters to help with theirdecisions
83%
81%
73%
70%
65%
65%
63%
59%
47%
44%
43%
36%
81%
50%
49%
45%
45%
40%
72%
Read newspaper articles / reviews / information
Saw advertisements on television
Received mail at home from a candidate
Received mail at home from a political party / action committee
Watched a TV show that featured the candidates
Saw an ad in a newspaper / newspaper insert
Read magazine articles / reviews / information about
Heard candidates discussed on the radio
Saw an ad on an outdoor billboard
Looked at / read magazine advertisements
Read information in an email received from a political party /
Read information in an email received from a candidate
Talked with friends / family about the candidate
Read candidate reviews or endorsements online
Compared candidates online
Read comments following an article / opinion piece online
Sought information from a candidate website
Searched online, used search engine
Read brochure / pamphlet about the candidate
Q2 When you were considering voting for a candidate, what sources of information did you seek out to helpwith your decision? (42 Sources)
Base N=500
Sources Used Above the 35% Average Usage Score for Voters
Stimulus
ZMOT
FMOT
Source: Google/Shopper Sciences, Zero Moment of Truth Study Voters, Apr 201110
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99%95%
77%
Stimulus ZMOT FMOT
Voters are using stimulus and ZMOT sourcesto form their decisions.
Q2 When you were considering voting for a candidate, what sources of information did youseek out to help with your decision? (42 Sources)Base N=500FMOT Net of 3 sources: Read brochure / pamphlet about the candidate; Talked with candidate/candidate representative in person; Talked with a candidate/candidate representative on the phone
Source: Google/Shopper Sciences, Zero Moment of Truth Study Voters, Apr 2011
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Most influential sources for voters
-30%
-1%
2%3%
6%
15%
22%
24%25%
36%
37%
37%
42%49%
50%
Saw an ad on an outdoor billboard
Average25%
Q5 Wed like you to tell us how influential each of these sources of information was to you at the time.Please select a number from 1-10 for each of the sources below where 1 is least influential and 10 ismost influential. You may select any number in between 1 and 10.
Base N=500
Below Average Net InfluenceReceived mail at home from a political party/action committee
Compared candidates online
Watched a TV show that featured the candidatesTalked with friends/family about the candidate
Heard candidates discussed on the radio
Sought information from a candidate website
Read newspaper articles/reviews/information
Read comments following an article/opinion piece online
Read magazine articles/reviews /information about candidates
Read candidate reviews or endorsements online
Read brochure/pamphlet about the candidate
Saw an ad in a newspaper/newspaper insert
Received mail at home from a candidate
Saw advertisements on television
Source: Google/Shopper Sciences, Zero Moment of Truth Study Voters, Apr 201112
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Top reasons for voters to consult the internet
13
Compared campaign platforms against othercandidates
Looked at candidate websites online
Found locations of the voting poll location
Looked for online sample ballots that you can useat the voting poll location
Got information on a particular campaign event,voting poll location (hours, parking, etc.)
Read my friend's reviews on a candidate or lookedat their likes / fan pages
Q8 Below are some ways that other people say they use the Internet when researching 2010 midtermelection candidates. Which of the following things did you do when voting in this election? You may selectas many as apply.
Base N=500
47%
41%
24%
17%
17%
14%
Tactical internet behaviors Above average shown
Source: Google/Shopper Sciences, Zero Moment of Truth Study Voters, Apr 2011
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Post voting behavior (SMOT)
14
Q7 After voting in the 2010 midterm election, which of the following activities did you do to share yourexperience?
Base N=500
57%
28%
16%
10%
4%
4%
4%
34%
Mentioned it to friends/family
Mentioned it to a co-worker
Took a survey
Wrote about it on a Facebookpage
Wrote about it in a blog
Wrote an opinion piece on awebsite
Posted Tweets about it
None of the above
One-quarter shared theirexperience via digitalsharing after the election.
Most voters will participatein traditional word-of-mouth.
Source: Google/Shopper Sciences, Zero Moment of Truth Study Voters, Apr 2011
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The intersection of when, what, how and why
Heat Maps
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38%
40%
36%
26%
41%
27%
Position on Key International Issues
Position on Key Social Issues
Party Affiliation
Reputation / Integrity of the Candidate
Position on Key Economic Issues
Candidate Experience
Morethana
yearbefore
7-12mos
before
4-6mosbefore
2-3mosbefore
1monthbefore
3weeksbefore
1-2weeks
before
4-6daysbefore
1-3daysbefore
Day0
Time From Purchase
Fewest People Most People
DegreeofInfluence
10
9
8
7
6
5
4
3
2
1
Searched online with a search engine
40%Usage 34%RepeatUsageSource Content
16Source: Google/Shopper Sciences, Zero Moment of Truth Study Voters, Apr 2011
Base N=500
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32%
38%
49%
27%
42%
20%
Position on Key International Issues
Position on Key Social Issues
Party Affiliation
Reputation / Integrity of the Candidate
Position on Key Economic Issues
Candidate Experience
Morethana
yearbefore
7-12mos
before
4-6mosbefore
2-3mosbefore
1monthbefore
3weeksbefore
1-2weeks
before
4-6daysbefore
1-3daysbefore
Day0
Time From Purchase
Fewest People Most People
DegreeofInfluence
10
9
8
7
6
5
4
3
2
1
Talked with friends & family aboutthe candidate
Base N=500
81%Usage 80%RepeatUsageSource Content
17Source: Google/Shopper Sciences, Zero Moment of Truth Study Voters, Apr 2011
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39%
36%
39%
41%
33%
17%
Position on Key International Issues
Position on Key Social Issues
Party Affiliation
Reputation / Integrity of the Candidate
Position on Key Economic Issues
Candidate Experience
Morethanayear
before
7-12mosbefore
4-6mosbefore
2-3mosbefore
1monthbefore
3weeksbefore
1-2weeksbefore
4-6daysbefore
1-3daysbefore
Day0
Time From Purchase
Fewest People Most People
DegreeofInfluence
10
9
8
7
6
5
4
3
2
1
Saw advertisements on television
Base N=500
81%Usage100%RepeatUsageSource Content
18Source: Google/Shopper Sciences, Zero Moment of Truth Study Voters, Apr 2011
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35%
48%
34%
32%
50%
36%
Position on Key International Issues
Position on Key Social Issues
Party Affiliation
Reputation / Integrity of the Candidate
Position on Key Economic Issues
Candidate Experience
Morethana
yearbefore
7-12mos
before
4-6mosbefore
2-3mosbefore
1monthbefore
3weeksbefore
1-2weeks
before
4-6daysbefore
1-3daysbefore
Day0
Time From Purchase
Fewest People Most People
DegreeofInfluence
10
9
8
7
6
5
4
3
2
1
Compared candidates online
Base N=500
49%Usage 30% RepeatUsageSource Content
19Source: Google/Shopper Sciences, Zero Moment of Truth Study Voters, Apr 2011
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35%
38%
42%
26%
38%
21%
Position on Key International Issues
Position on Key Social Issues
Party Affiliation
Reputation / Integrity of the Candidate
Position on Key Economic Issues
Candidate Experience
Morethana
yearbefore
7-12mos
before
4-6mosbefore
2-3mosbefore
1monthbefore
3weeksbefore
1-2weeks
before
4-6daysbefore
1-3daysbefore
Day0
Time From Purchase
Fewest People Most People
DegreeofInfluence
10
9
8
7
6
5
4
3
2
1
Read candidate reviews or endorsements online
Base N=500
50%Usage 42% RepeatUsageSource Content
Source: Google/Shopper Sciences, Zero Moment of Truth Study Voters, Apr 2011 20
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Summary
Unlike any other category in this research, Stimulus and ZMOT arethe primary source nodes for this category.
Voters are looking to many different traditional media outlets and informationdirect from the candidate in their decision-making process.
However, influence and quality of experience of some of these sources is verylow such as that for TV. Voters appear to have a necessary evil approach tothe stimulus sources they so heavily use.
21
Voters are doing more self-directed research online. This is typically happening about one month before. Voters look to stimulus sources to become informed about party affiliation,
candidate reputation and experience.
Voters turn to ZMOT type sources to become informed about around keyeconomic and social issues
In general, voters are turned off by direct mail from political parties and outdoorbillboard ads.
Source: Google/Shopper Sciences, Zero Moment of Truth Study Voters, Apr 2011
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Voting Behavior By Age & Donators
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18-34(n=119) 35-49(n=100) 50+(n=282)
Average # ofsources used 20.2 14.6 13.5
Tactical InternetBehaviors
Mental ModelBreakdown
Younger voters use more sources, rely on moremobile information and are more comfortablesharing
18%
50%
39%
28%
Saved for Later
Location
Sharing
Mobile
6%
45%
24%
10%
Saved for Later
Location
Sharing
Mobile
9%
38%
18%
2%
Saved for Later
Location
Sharing
Mobile
60%
82%94%99%
SMOTFMOTZMOTStimulus
67%68%
94%99%
SMOTFMOTZMOTStimulus
80%72%
99%98%
SMOTFMOTZMOTStimulus
Source: Google/Shopper Sciences, Zero Moment of Truth Study Voters, Apr 2011 23
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Never Donated(N=384)
Donated(N=117)
Average # of sources used
Tactical Internet Behaviors
Mental Model Breakdown
Campaign donors use more sources, are moreengaged in sharing and mobile research and aremore likely to share post voting
9%
38%17%
13%
5%
Saved for Later
LocationSharing
Call to Action
Mobile
16%
55%47%
26%
24%
Saved for Later
LocationSharing
Call to Action
Mobile
61%74%
94%99%
SMOTFMOTZMOTStimulus
84%85%98%100%
SMOTFMOTZMOTStimulus
13.2 14.6
Source: Google/Shopper Sciences, Zero Moment of Truth Study Voters, Apr 2011 24
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QS7 Which of the following best describes your voting behavior?QS8 Which of the following ranges best describes how much you have donated to a candidate, an electioncampaign or political party in the past 12 months?
Base N=500
About the respondents in the study: Voting frequency anddonation behavior
77%
15%
6%
2%
1%
0%
0%
0%
0%
I do not donate/have not donated
Under $100
$100 to $249
$250 to $499
$500 to $999
$1,000 to $1,499
$1,500 to $1,999
$2,000 to $2,499
$2,500 or more
70%
23%
5%
1%
0%
0%
I vote in every election includingnational, state and local
elections
I always vote in nationalelections and sometimes vote in
state and local elections
I always vote in state and/orlocal elections and sometimes
vote in national elections
I only vote in national elections
I only vote in state and/or local
elections
I rarely vote in any election
Source: Google/Shopper Sciences, Zero Moment of Truth Study Voters, Apr 201125