The most avid readers of political analysis in Australia are most likely to vote for the Greens, according to the cumulative results of a survey question Roy Morgan has been asking for three years.

From October 2013 to March 2016, Roy Morgan asked over 100,000 electors what type of content they liked at different times of the day.

The results suggest the more left-wing someone votes, the more likely they are to have been consuming political analysis. Though the differences aren’t great — most voters of all stripes don’t nominate it as something they like to read at all, with the exception of those in some highly engaged inner-city electorates.

Greens voters were most likely to nominate political analysis as part of their preferred daily news mix, with one in four (26%) of Greens voters nominating it at least one time during the day. One in five (20%) of Labor voters said they liked to read political analysis at least once per day, while the figure for Liberal voters was 18%, 15% for Nationals voters. Those least likely to read political analysis were voting for independents or were undecided, with 14% and 11% of such voters respectively saying they wanted to read or watch political analysis.

Roy Morgan split up the figures by electorate to figure out the most and least engaged electorates, based on how likely they were to consume political analysis in the media. The top 10 most engaged electorates were all in New South Wales, Victoria or the ACT. By Roy Morgan’s reckoning, Grayndler, Goldstein, North Sydney, Sydney, Higgins and Melbourne were some of the most politically engaged electorates, all with over 35% of those polled on those electorates saying they read political analysis once a day.

Meanwhile, only 7% of polled electors in Forde (in Queensland), Wakefield (South Australia) and Werriwa (New South Wales) said they wanted political analysis once a day. (The full list of most and least engaged electorates is in the press release.)

The CEO of Roy Morgan Research, Michelle Levine, noted in the statement that there isn’t really a correlation between how tightly a seat is contested and how interested its residents are in reading about politics. 

“Many of the voters who are most likely to be interested in accessing Political Analysis are in safe seats. But while 24% of electors in ever-marginal Eden-Monaro — often the subject of intense scrutiny in Federal Elections — want some Political Analysis in their media, voters in a number of other marginal seats that changed hands in 2013 –including Petrie, Lyons, Capricornia, Dobell, Reid, Page and Braddon — are less likely than average to cite it as a content preference.”

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Peter Fray
Peter Fray
Editor-in-chief of Crikey
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