How does the Belgian citizen informs himself during elections. Does letterbox communication has an impact on his voting behaviour.

1. Report prepared for bpost
by Profacts
March 2012

2. Content
bpost – Omnibus March 2012 - Profacts 2

3. Background and objectives
In general, bpost wanted to learn more about the voting habits of the
Belgian population. More specific, they wanted to gain insight into the
preferred communication channels for political parties.
Therefore, bpost added some questions to the Profacts omnibus of
March 2012.
bpost – Omnibus March 2012 - Profacts 3

4. Content
bpost – Omnibus March 2012 - Profacts 4

5. Methodology and sample
N = 1568
DATACOLLECTION
Language %
Age Category %
Dutch 58 %
42 % <30 21 %
French
30-39 20 %
Gender %
40-49 21 %
Female 52 %
48 % 50-59 20 %
Male
60+ 18 %
Online (CAWI) *
Sample weighted on age category
bpost – Omnibus March 2012 - Profacts 5

6. Content
bpost – Omnibus March 2012 - Profacts 6

7. In general, people’s voting behaviour depends on situational
factors in terms of party and person. Still, people switch
persons more often than parties.
“Do you always vote for the same party/person?”
No specific
differences between
subgroups on gender
and language were
found, compared with
total group.
bpost – Omnibus March 2012 - Profacts 7
Base: Total Sample (n=1568)

8. In general, people’s voting behaviour is rather predisposed.
Written communication can have both a negative or a positive
effect.
“Has any form of written communication (letter, folder etc.) received by a political party had an
influence on your voting behaviour in the past?”
16% negative
For 39%, the
communication had
an impact
23% positive
No specific
differences between
subgroups on gender
and language,
compared with total
group.
bpost – Omnibus March 2012 - Profacts 8
Base: Total Sample (n=1568)

9. In general, people who are interested in politics predominantly
follow up political debates in media in order to get information
in election times.
“Imagine there are elections, where would you get information
concerning which person/party to vote for?”
bpost – Omnibus March 2012 - Profacts 9
Base: Total Sample (n=1568)

10. Younger people use websites more often as a source of
inspiration during election times, while older people find
personalized letters more important.
“Imagine there are elections, where would you get information
concerning which person/party to vote for?”
<30 (N=329) 30-39 (N=314) 40-49 (N=329) 50-59 (N=314) 60+ (N=282)
bpost – Omnibus March 2012 - Profacts 10
Base: Total Sample (n=1568)

11. One in three seems not interested in politics. If they could choose
one medium through which they can be contacted, it would be a
folder (14%), personal letter (11%) or message in the press (10%)
“In general, how do you want to be approached by “If you could choose one medium via which
politicians?” you are approached politicians, hat would it
be?”
Base: n =1568
bpost – Omnibus March 2012 - Profacts 11

12. Older people prefer personalized letters more.
“If you could choose one medium via which you are approached by politicians, what would it be?”
<30 (N=329) 30-39 (N=314) 40-49 (N=329) 50-59 (N=314) 60+ (N=282)
bpost – Omnibus March 2012 - Profacts 12
Base: Total Sample (n=1568)

13. Voting habits and mail preference:
Conclusions
1. 60% of the respondents state that their voting behaviour depends on situational factors in
terms of party and person. Still, people switch persons more often than parties.
2. Written communication is no clear situational factor for 32% of the respondents. Still, it can
have both a negative (16%) or a positive effect (23%) on voting behaviour, especially for older
people.
3. In general, people who are interested in politics predominantly
follow up political debates in media in order to get information in
election times. In line with the spirit of their generation, younger
people use websites more often as a source of inspiration, while
older people find personalized letters more important.
4. 30% indicated they don’t specifically want to be contacted by
political parties as politics doesn’t interest them. However,
those who want to be contacted specificly mentioned door-2-
door folders, personalized letters. However, the differences
between the different media are small.
bpost – Omnibus March 2012 - Profacts 13

14. No specific differences between subgroups on gender and
language, compared with total group.
“Do you always vote for the same party/person?”
Men (n=752) Women (n=816)
Dutch (n=903) French (n=665)
bpost – Omnibus March 2012 - Profacts 14
Base: Total Sample (n=1568)

15. No specific differences between subgroups on age, compared
with total group.
“Do you always vote for the same party/person?”
<30 (N=329) 30-39 (N=314) 40-49 (N=329) 50-59 (N=314) 60+ (N=282)
bpost – Omnibus March 2012 - Profacts 15
Base: Total Sample (n=1568)

16. No specific differences between subgroups on gender and
language, compared with total group.
“Has any form of written communication (letter, folder etc.) received by a political party had an
influence on your voting behaviour in the past?”
Men (n=752) Women (n=816)
Dutch (n=903) French (n=665)
bpost – Omnibus March 2012 - Profacts 16
Base: Total Sample (n=1568)

17. No specific differences between subgroups on age. Although,
written communication has got more effect on older people
than young ones, both in a negative and a positive way.
“Has any form of written communication (letter, folder etc.) received by a political party had an
influence on your voting behaviour in the past?”
<30 (N=329 30-39 (N=314) 40-49 (N=329) 50-59 (N=314) 60+ (N=282)
bpost – Omnibus March 2012 - Profacts 17
Base: Total Sample (n=1568)

18. No clear differences between men and woman, nor between
North and South with respect to information sources in election
times.
“Imagine there are elections, where would you get information
concerning which person/party to vote for?”
Men (n=752) Women (n=816)
Dutch (n=903) French (n=665)
bpost – Omnibus March 2012 - Profacts 18
Base: Total Sample (n=1568)

19. No clear differences between men and women, although men
are lot less interested in politics than women. South
appreciates personalized letters more than North.
“In general, how do you want to be approached by politicians?”
Men (n=752) Women (n=816) Dutch (n=903) French (n=665)
bpost – Omnibus March 2012 - Profacts 19
Base: Total Sample (n=1568)

20. Younger people are less interested in politics and mention social
networks more often than older people. The latter attach more
importance to personalized letters.
“In general, how do you want to be approached by politicians?”
<30 (N=329) 30-39 (N=314) 40-49 (N=329) 50-59 (N=314) 60+ (N=282)
bpost – Omnibus March 2012 - Profacts 20
Base: Total Sample (n=1568)

21. No clear differences between men and woman, North and
South.
“If you could choose one medium via which you are approached by politicians, what would it be?”
Men (n=752) Women (n=816) Dutch (n=903) French (n=665)
bpost – Omnibus March 2012 - Profacts 21
Base: Total Sample (n=1568)