Pure Telecom research reveals the impact of social media on voting choices

Until recently, politicians relied on posters, debates and canvassing to sway voters before they took to the ballot boxes. Now, however, much of the political discourse we see is on social media. Whether it’s politicians trying to appeal to their voter base, or members of the public voicing their opinions, social media has become a game-changer for public life.

As a high-speed broadband provider, we were interested to find out just how much social media is now impacting the political views of the masses. And while the majority of us enjoy social media for its entertainment value, our research found that we are also using it as a political forum that can have a significant impact on our voting decisions.

Our research showed that across the 1,006 adults in Ireland that we surveyed, one in five (19%) have changed their ballot choices based on social media posts, rising to some 28% for 18- to 24-year-olds.

We discovered that the crossover between politics and social media and the impact that is having on public opinion is growing significantly. There is a general consensus that social media is now fundamental to politics, with 38% of adults believing that it is the most important political campaigning platform – rising to 47% among 18- to 24-year-olds.

This is helping the public to feel more informed about politics, too. Of the 85% of people who say they use social media, 26% credit it with having helped them to perceive alternative political points of view, while 32% say it supports their knowledge of elections and referendums.

With this comes an appetite for politicians to be present on social media – and many would like to see more of it. Almost half (49%) of adults would like politicians to give more personal insights on social platforms to make themselves more relatable, while 33% believe that they should incorporate TikTok videos into their campaigns to appeal to younger generations. This rises to 45% among 18- to 24-year-olds.

While our research shows that the Irish public is taking an interest in politics, some may be getting a one-sided view. Only 41% of social media users said they fact check the political content that they see online, while 27% will only following political accounts whose opinions they agree with.

The essential role of broadband

Paul Connell, CEO of Pure Telecom, commented on the findings and the vital role that high-speed broadband is playing in keeping people informed on politics in Ireland

“Social media is making politics more accessible to the general public, while also helping people to get up-to-speed on important political issues,” he said. “It can help the population to stay informed on local issues and developments, while also having a greater awareness of national issues, elections and referendums. However, with so many admitting to being influenced politically by social media, it is incumbent on all of us to make sure we carry out some fact-checking before forming an opinion.

“At Pure Telecom, by providing high-speed broadband connectivity to any location in the country, we are proud to empower people to make the choices that are right for them. Whether it’s watching a politician do a dance on TikTok or following a debate on Reddit, there’s probably no one who values high-speed broadband more than our politicians as an election approaches!”

Are you checking out your Reels for the latest posts from your favourite politician? Make sure you get all the action without any disruptions caused by bad internet. Contact Pure Telecom today to get the best value high-speed broadband in Ireland!