Just a few days before election day on October 1st, Hill+Knowlton Strategies (H+K) revealed the latest results of a survey it conducted through its Perspectives+ panel of 1,000 respondents across Quebec, regarding the factors that influence for who Quebecers vote. Electoral promises stand out as an element likely to influence the votes of the people surveyed.
Almost one out of three Quebecers identify electoral promises as the element which is the most susceptible to influence their choice on the voting ballot. Moreover, the results indicate that more than one out of four Quebecers, or 26 per cent, is influenced by party leaders and their party. Local candidates have an impact on the choice of 13 per cent of voters. For these voters, party leaders and their party are twice as important as local candidates.
These factors of influence vary depending on the age of respondents. The younger respondents are, more influenced by electoral promises and find this aspect the most important. In contrast, the older respondents are, more influenced by specific party leaders and their parties.
From when the campaign begins, organizations of the different political parties deploy enormous efforts to reveal their slogans and put up their campaign signs in order to promote their party leader and candidates. However, the data collected by our Perspectives+ panel revealed that campaign signs and electoral slogans only influence 1 per cent of the surveyed population.
Our survey data also indicated that media analysis had an impact on 6 per cent of respondents, whereas surveys had an impact on 2 per cent of Quebecers.
Traditional media is still popular
The results are clear: 49 per cent of our survey respondents favour television as their primary source of information. As radio and newspapers are each favoured by 9 per cent of Quebecers, the total percentage of respondents who favour traditional media is 67 per cent, which is considerable.
Regarding digital media platforms, 14 per cent of respondents indicate they use the internet as an information source, followed closely by social media with 13 per cent. However, it is interesting to note that social media is the principal source of information for 35 per cent of those aged 18-24.
*Survey source: Hill+Knowlton Strategies, Quebec, September 5-10, 2018: Weighted by age, sex and region; Total n = 1 000, margin of error 3.1 per cent.