Hispanic Vote - Politics Research Report- OYE! Business Intelligence

Diverse Voters
Multicultural Political Research

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Diverse Voters – Multicultural Political Research

The growing influence of U.S. Diverse Voters

We live in a new political climate. How does the nation, and the fastest-growing ethnic groups deal with these changes? O.Y.E.’s analysis is designed to provide deep insights into what diverse groups say in everyday online conversations. Keep reading to learn more about multicultural voters.

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During O.Y.E. ‘s four-week analysis of Hispanic mentions leading up to the 2016 Presidential election, data shows that Clinton’s initial 44% positive sentiment in online mentions dwindled to just 24% by the final week. Further, negative sentiment for Trump was not found to be significantly higher than Clinton’s during the same period.

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Findings from the 2016 Super Tuesday analysis included that Bernie Sanders resonated across the Hispanic and general market with his persistence to continue on in the race despite losses in these crucial campaigns.

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Hispanics tend to engage with brands, organizations and personalities in the language the conversation is started in. However, for political figures, users more frequently share their own opinions in Spanish.

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High negative sentiment is not overly surprising for a polarizing topic such as politics. Neutral sentiment was mostly delivered via retweets of informative content from each campaign.

CASE STUDY

State of Mexico | Gubernatorial Race

The Challenge

During the most recent state of Mexico gubernatorial elections, O.Y.E. collected real-time data across different social media forums about top candidates. The goal was to provide insights into which candidate was an early favorite and which types of campaigns resonated most among Mexican voters.

Our Approach

O.Y.E. analyzed conversations within the state of Mexico to determine early statistics for official candidates: Alfredo del Mazo, Josefina Vázquez Mota, and Delfina Gómez.

This analysis was extrapolated from a sample of 4,515 conversations on Twitter and Instagram of which 4,391 were from verified Hispanics.

RESULTS

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When monitoring social media forums for the topics regarding the state of Mexico politics including Instagram and Twitter, Vasquez Mota had the highest proportion of absolute mentions at 44% total. She was followed by candidate Del Mazo who had a proportion of 31%.

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A high percentage of males were actively sharing conversations about state of Mexico politics. Hispanic males mentioned Del Mazo (69%) by a large margin over females (31%). Surprisingly, males were leading the overall conversation regarding Gomez (85%) over females (15%). Vasquez Mota saw the strongest engagement from the female audience (44%).

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Del Mazo, the eventual campaign winner, had the strongest positive sentiment (55%), followed by Vazquez Mota with a slightly smaller margin (54%). Gomez led negative sentiment (10%), however, closer review shows that many of these posts included negative language not directed towards the candidate herself, but to her competitors. These posts typically included a popular hashtag among Gomez’s followers, #UnidosconDelfina.