2013 Pre-Election Awareness Survey Results

Tyler ShymkiwSimon Fraser University

Primary Findings• Political knowledge primarily improved, although with some

minor losses.• Youth voter knowledge appear to be higher than in older

demographics.• Major decrease in reported recall of Elections BC Advertising,

although this seems to be likely due to a change in the questions.

• Specific medium biases in advertising are present for different age groups.

Demographics

 Age Group Percent

18-24 years old 10.2%25-34 years old 15.5%35-44 years old 15.1%45-54 years old 21.7%55-64 years old 14.4%65-74 years old 13.7%75 + 9.4%Total 100%

Region PercentMainland/Southwest 55.6%Vancouver Island / Coast

18.9%

Thompson Okanagan 12%Kootenay 3.9%Cariboo 4.4%North Coast 1.1%Nechako 1.6%Northeast 2.4%Total 100%  Percent

Male 47.4%Female 52.6%Total 100%

Survey Sample Size: 1008

Knowledge of the Electoral Process (1/2)

Percentage who knew that.. 2009 2013 Change (ppt)

To vote in a provincial election you must be a Canadian citizen.

88.4% 91.2% +2.8 ppt

They could register when they vote in a provincial election.

79.2% 74.7% (-4.5) ppt

Eligible voters could register online to vote in a provincial election.

52.7% 67.4% + 14.7 ppt*

Eligible voters could register by telephone to vote in a provincial election.

36.5% 48.0% + 11.5 ppt*

If they were registered to vote in a federal election, they did not need to register to vote in a provincial election.

32.2% 35.6% +3.4 ppt*

*Significant at a 95% confidence level.

Knowledge of the Electoral Process (2/2)

Percentage who knew that.. 2009 2013 Change (ppt)

The must prove their identity and residential address to vote in a provincial election.

96.9% 98.1% + 1.2 ppt

Advance voting is open to all voters in a provincial election.

89.93% 88.1% (-1.8) ppt

It is necessary to update their address information every time they move, even if they  are registered to vote

82.6% 82.3% (-0.3) ppt

Voters can vote by mail if they cannot get to a voting place during a provincial election.

52.7% 58.1% +5.4 ppt *

Someone could vouch for them in a provincial election if they do not have identification

43.0% 28.7% (-14.3) ppt *

In a provincial election they could vote at any voting place in the province.

32.4% 37.6% +5.2 ppt*

*Significant at a 95% confidence level.

Knowledge by Age GroupPercentage who knew that.. 18-34 35-54 55+To vote in a provincial election you must be a Canadian citizen.

94.3% 91.2% 88.6%

They could register when they vote in a provincial election. 74.2% 77.5% 77.8%

Eligible voters could register online to vote in a provincial election.

81.6% 67.3% 56.2%

Eligible voters could register by telephone to vote in a provincial election.

69.6% 45.9% 33.2%

If they were registered to vote in a federal election, they did not need to register to vote in a provincial election.

42.4% 33.8% 32.1%

The must prove their identity and residential address to vote in a provincial election.

98.2% 97.8% 98.3%

Advance voting is open to all voters in a provincial election. 78.1% 90.1% 93.9%

It is necessary to update their address information every time they move, even if they  are registered to vote

87.6% 82.7% 77.8%

Voters can vote by mail if they cannot get to a voting place during a provincial election.

68.6% 59.1% 49.0%

Someone could vouch for them in a provincial election if they do not have identification

25.4% 21.2% 38.8%

In a provincial election they could vote at any voting place in the province.

44.2% 33.2% 36.8%

This difference levels out by 40 years old, with almost no change after 40.

0.2

.4.6

.8m

ean

of k

scor

e

18-30 31-40 41-50 51-60 61-70 70+

Exposure to Advertising

Only 67.8% of respondents reported seeing some form of advertisement from Elections BC, versus 96% in 2009.

  Time of Last Survey Call  Saw an Advertisement

Early Campaign(April 15-25th)

Mid-Campaign(April 26-May 5)

Late Campaign(May 6-May 13)

Total

Yes 233 219 231 683No/Don’t Know/Refused

169 87 69 325

Percentage (Yes)

58% 71.6% 77% 67.8%

Total 402 306 300 1008

Exposure to Advertising• The 2009 survey the question asked “In the lead up to this election, have you seen, heard, or read any Elections BC information or advertising from the following sources?” and proceeded to offer a list of alternatives.

• The 2013 survey the question asked “In the weeks leading up to the election, did you see, hear, or read any Elections BC information or advertising? To be clear, we do not mean advertising by political parties or news stories about the election” but the question itself did not provide options.

• The offering of possible mediums in the 2009 survey was likely to remind voters of media they had seen throughout the campaign.

• The advantage of the 2013 design is that it better captures what media actually impacts eligible voters.

Media Notices By Age Group

  Age Group    18-34 35-54 55+ TotalTV 27.6% 29.4% 36.6% 31.4%Radio 19.1% 20.6% 11.1% 16.8%Newspaper 17.0% 23.4% 40.4% 27.7%Enumeration Notice 3.9% 5.5% 7.2% 5.7%Mail Flyer 7.1% 12.1% 18.0% 12.8%‘Where to Vote’ card

3.9% 4.4% 3.6% 4.0%Transit Ad 2.1% 1.1% 0.8% 1.3%Elections BC Website 2.1% 1.6% 1.4% 1.7%Other Website 10.2% 6.3% 2.2% 6.0%While on the Road/ Road Signs 3.5% 5.5% 2.5% 3.9%

Questions