{"id":114027,"date":"2017-06-09T20:14:00","date_gmt":"2017-06-10T01:14:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/2017-general-election-key-search-trends\/"},"modified":"2024-12-23T00:35:42","modified_gmt":"2024-12-23T05:35:42","slug":"2017-general-election-key-search-trends","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/2017-general-election-key-search-trends\/","title":{"rendered":"2017 General Election: key search trends"},"content":{"rendered":"<p>This morning in Britain we woke to the news of a hung parliament, with the Conservatives having failed to secure a majority vote. There will be lots to play for in the coming days, and search data can reveal intriguing insights into initial public reaction to the result, along with what\u2019s concerning voters the most.<\/p>\n<p>Using\u00a0<a href=\"https:\/\/trends.google.co.uk\/trends\/story\/GB_cu_qOKggVsBAABT4M_en\">Google Trends election search round-up<\/a>,\u00a0we can see that despite the Conservative\u2019s securing the largest share of seats (and votes), Labour is the most searched for party this morning, representing almost half of <strong>overall UK searches<\/strong> for the five most searched for political parties. Interestingly, UK searches relating to Labour reached peak popularity at 2am this morning, while searches for the Conservative Party had begun to wane since 10pm on 8<sup>th<\/sup> June.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11036\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/06\/1.png\" alt=\"\" width=\"940\" height=\"284\" \/><\/p>\n<p><strong>Scotland<\/strong>, as expected, paints a very different picture (see below), with 45% of searches seeking information on the Scottish National Party. Below this, Labour sits in second place, scooping a quarter of searches from this region, and the Conservative Party taking just 14% of Scottish searches. It\u2019s interesting how this compares to today\u2019s result, with the SNP losing 21 seats across Scotland, and the Tories returning 13 MPs to the region.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11037\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/06\/2-1.png\" alt=\"\" width=\"940\" height=\"275\" \/><\/p>\n<p>When it comes searches relating to <strong>party leaders<\/strong>, Labour leader Jeremy Corbyn has consistently held poll position since the beginning of June, until this morning, when Theresa May leapt ahead into first place.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11038\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/06\/3-1.png\" alt=\"\" width=\"940\" height=\"261\" \/><\/p>\n<p>It comes as little surprise that in terms of <strong>trending issues<\/strong>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69ff48506e13b'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69ff48506e13b');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); 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Interest in this issue is fairly consistent across all UK regions, with greatest interest (by a small margin) among searchers in England. Other related questions being asked of Google include \u2018what happens in a hung parliament?\u2019, \u2018will there be a hung parliament?\u2019 and \u2018who is prime minister in a hung parliament?\u2019 At the time of writing, the #hungparliament hashtag was also trending in first position on Twitter.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11039\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/06\/4-1.png\" alt=\"\" width=\"766\" height=\"515\" \/><\/p>\n<p>Tax and housing have been the UK&#8217;s top searched political issues over the past week. However, <a href=\"https:\/\/googledataorg.carto.com\/u\/googledata\/viz\/fed4d4ae-2a90-11e7-8624-42010a148070\/embed_map\">Google\u2019s interactive map<\/a> of most searched for political issues by constituency shows that over the past six months, the NHS and EU\/Brexit have overall emerged as the biggest issues of concern through search behaviour.<\/p>\n<p>To consider some alternative data, ComScore\u2019s Cross Visiting report for the five main parties\u2019 websites revealed some indecision among voters, with online users flitting between party websites. For example:<\/p>\n<ul>\n<li>13.9% of those who visit the Conservative website then go on to visit Labour\u2019s<\/li>\n<li>17.8% of Labour site visitors also visit the Conservatives\u2019<\/li>\n<li>Those who visit the UKIP website show the largest tendency for cross-party browsing, with 33.4% also visiting the Conservative site, 33.8% visiting Labour, 23.8% Lib Dems and 7.9% SNP<\/li>\n<\/ul>\n<p>Google data supports this indecision, with \u2018who should I vote for?\u2019 being the top question searched for by voters over the past 7 days. \u2018Who won the debate\u2019 emerges as the third most popular question being asked of Google, relating to the BBC\u2019s leadership debate, broadcast on 31<sup>st<\/sup> May, indicating that searchers were seeking assurance from this result.<\/p>\n<p>Search is clearly a very important part of politics today, filling an educative role for Britain\u2019s voters. Although Google couldn\u2019t necessarily have predicted this morning\u2019s shock result, political parties should be paying attention to the issues and questions that are currently driving search behaviour in Britain.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This morning in Britain we woke to the news of a hung parliament, with the Conservatives having failed to secure a majority vote. There will be lots to play for in the coming days, and search data can reveal intriguing insights into initial public reaction to the result, along with what\u2019s concerning voters the most. [&hellip;]<\/p>\n","protected":false},"author":96,"featured_media":114029,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.68,"reading_level_needs_review":"0","footnotes":""},"categories":[2904],"tags":[],"class_list":["post-114027","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>2017 General Election: key search trends | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/2017-general-election-key-search-trends\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2017 General Election: key search trends | DAC\" \/>\n<meta property=\"og:description\" content=\"This morning in Britain we woke to the news of a hung parliament, with the Conservatives having failed to secure a majority vote. 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