FB Holds the Key to Net 160 Lok Sabha Seats, Finds Study - The New Indian Express

FB Holds the Key to Net 160 Lok Sabha Seats, Finds Study

Published: 16th April 2014 06:00 AM

Last Updated: 16th April 2014 08:01 AM

Users of social networking site Facebook form a major part of the electorate in 160 Lok Sabha constituencies. Almost 10 per cent voters in these constituencies use Facebook every day, according to a study by the IRIS Foundation and Internet And Mobile Association of India (IAMAI).

The study once again underlines the importance of social media in the elections.

The study states that 97 per cent of the people who are active on social networking platforms are Facebook users. One third of them are residents of smaller towns with population under 5 lakh.

The report classifies the 543 Lok Sabha constituencies into High Impact, Medium Impact, Low Impact and No Impact constituencies. It states that there are 160 High Impact constituencies where Facebook users account for over 10 per cent of the electorate. It

classifies 67 constituencies in the medium category, 60 constituencies in the low category. The remaining 256 constituencies are not impacted the social media.

According to the study, Andhra Pradesh is the only State where Facebook users are influential voters in each and every constituency. They have high impact in 11 AP constituencies while in Maharashtra they will influence the maximum number of constituencies- 21 out of 48, followed by 17 in Gujarat and 12 each in Karnataka and Tamil Nadu.

The study is based on data published on Facebook website to help advertisers target their audience better. IAMAI culled the data from this page constituency wise. “That no contestant can afford to ignore social media in the Lok Sabha election is evident in the special budgetary provision they have made for campaigning on social media,” said Shyam Shivadas, an IAMAI official.

Realising its importance, the Congress, BJP and NCP have created social media cells to remain in tune with voters.

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