Australian Interest in Election Outcome Increases

Australian Interest in Election Outcome Increases – Latest Online Search Trends

Sydney, Australia – 30 August 2010 – Despite the hung parliament, Australians haven’t tuned out of the election.  Momentum is continuing to increase with online searches for updates on the political stalemate rising over the past week. Search volumes for the newly elected Independent MPs are now higher than those concerning Gillard and Abbott.

Alan Long, Experian Hitwise Research Director, Asia Pacific, commented on the below data concerning the pending election result over the election period up until 28 August:

• "Share of searches for the Independent MPs have increased significantly since election day as shown in Fig 1.1. In particular, share of searches for Bob Katter have increased by more than seven times since polls closed on the election day. Katter now has the highest share of searches out of all Independent MPs. Interestingly, search results for Tony Abbott and Julia Gillard declined after election day and focus has turned to the lesser known MPs.”
• Visits to individual party websites have significantly declined since polling day as demonstrated in Fig.1.2. However, Fig 1.1 highlights the public are still interested in the election result by proving a marked increase in share of search traffic for the independent MPs.”
• Results displayed in Fig 1.3 demonstrate a significant increase in searches for “hung parliament” and “election result” during the week leading up to polling day, when it became apparent that the election outcome would be close. This trend has continued in the week post election and highlights continued interest from the public in how the political stalemate will end. It will be interesting to see whether this trend continues over the coming weeks until the new Government structure is agreed.”

Fig 1.1 Weekly search trends data, 10/07/10- 28/08/10

Fig 1.2 Daily visits to individual party websites, 18/08/10 – 28/08/10

Fig 1.3 Search results for "hung parliament" and "election result", 10/07/10 – 28/08/10