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Australians Feeling Confident as They Head Into Federal Election... and They're Not the Only Ones


September 4, 2013 - Sydney, Australia

Just days away from the Australian federal election, 73 per cent of Australians report they have not changed their party vote since the last election was held in 2010, according to a nationwide survey conducted last week by Research Now, the global leader in digital data collection.

As the election to determine the members of the 44th Parliament of Australia nears, voters are feeling confident (18 per cent), confused (14 per cent), impartial (13 per cent) or angry (13 per cent) about voting. But what most voters are not feeling is proud (less than two per cent). When surveyed, Australian voters were asked specifically about whether their party vote had changed since the departure of Julia Gillard as Prime Minister, to which over three-fourths (79 per cent) reported that their party vote has not changed.

When asked about whether a particular policy or reform has made voters decide for one party over the other, over half of all respondents (55 per cent) indicated this was not the case; 32 per cent reported yes while the remaining 13 per cent said they were unsure. Among those who reported that a policy or reform had influenced their decision, the most concerning topics included abolishing the carbon tax, the new asylum seeker policy, Australia's paid parental leave scheme, same sex marriage and gay rights, and the economy.

So how do the candidates themselves stack up? According to the survey, Opposition Leader Tony Abbott is viewed as being slightly more trustworthy with regards to keeping election promises than Prime Minister Kevin Rudd. Of the respondents surveyed, 27 per cent view Tony Abbott as being 'extremely trustworthy' or 'very trustworthy' compared to just 16.5 per cent feeling the same about his opponent.

At the same time, 48 per cent of respondents also indicated that Tony Abbott is 'not very trustworthy' or 'not at all trustworthy' when it comes to keeping election promises, while the remaining 25 per cent are simply unsure. As for Kevin Rudd, 55 per cent of respondents indicated that he is 'not very trustworthy' or 'not at all trustworthy' in keeping up with promises, while 28.5 per cent reported they are unsure.

What choice words would voters use to describe each of the candidates? Descriptions ran the gamut, from the most positive and polite to the most negative and unpleasant. Research Now has filtered through the data. Following is a list of the most widely used descriptive words for each candidate, in order from most mentioned to least mentioned among respondents.

Tony Abbott

  • Arrogant
  • Honest
  • Confident
  • Liar
  • Conservative
  • Leader
  • Intelligent
  • Strong
  • Annoying
  • Idiot

Kevin Rudd

  • Arrogant
  • Liar
  • Confident
  • Dishonest
  • Leader
  • Egotistical
  • Intelligent
  • Selfish
  • Rude
  • Old

Survey Methodology
Research Now used its "BY-INVITATION-ONLY"™ consumer research panel to conduct the online survey among respondents aged 18 and over residing in Australia. The data is based on a sample size of 900 respondents. Quotas were set for age, gender, ethnicity and region to bring them more into line with their actual proportions in the population. The study ran between 29 August and 31 August 2013.

About Research Now
Research Now, the leading digital data collection provider, powers market research insights. We enable companies to listen to and interact with the world's consumers and business professionals through online panels, as well as mobile, digital and social media technologies. Our team operates in over 20 offices globally and is recognised as the market research industry's leader in client satisfaction. We foster a socially responsible culture by empowering our employees to give back. To find out more or begin a conversation with us, visit www.researchnow.com.

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