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Home , Chris Grayling, John Whittingdale, Michael Gove, Priti Patel

EU REFERENDUM: SOCIAL INSIGHTS BY

Percentage of total EU referendum tweets by country Percentage of total EU referendum tweets by region (weighted by population size) (weighted by population size) BETWEEN FEB 1ST AND FEB 24TH

While leads the total volume of conversation leading up to Feb Scotland holds 4 of the top 10 locations, with 20th, it’s also the largest country with 53m people. Weighting the tweets England only holding 2. to account for population means that Scotland leads the charge. (Feb 1st-24th) 1 Greater (12.28%) 2 City (11.94%) 3 City of Belfast (11.22%) 4 City of (9.46%) 5 City of Cardi (6.48%) 6 City of Swansea (2.35%) 7 Down (1.97%) 8 Greater (1.46%) 9 City (1.42%) 27% 35% 20% 17% 10 Fife (1.41%)

Twitter sentiment tracking sentiment tracking by country BEFORE AND AFTER FEB 20TH FROM NOV 1ST 2015 – FEB 24TH 2016

Data is based on Twitter users in the UK, total volume of tweets While all countries are dominated by neutral conversation, England has the largest from Nov 1st 2015-Feb 19th 2016 (organizations removed). The share of voice for the Leave Campaign (20%), while Wales has the largest share of announcement of the voting date caused an increase in the voice for the Stay Campaign (18%) and Scotland is the most neutral. (88%) number of neutral mentions. The Leave campaign dropped from 25% to 13% while the Stay campaign increased from 5% of the conversation to 6%. 6% 74% 20% 5% 6% Stay 25% 13% Neutral 5% 88% 8% Leave

BEFORE AFTER 10% 73% 18% FEB 20TH FEB 20TH

3% 84% 13%

70% 81% Stay Neutral Leave

Who is influencing the Leave campaign? Overall gender for EU referendum tweeters

5,000 tweet sample from Feb 20th-24th that are only about the Leave Campaign (exclude stay campaign terms), includes retweets.

David Cameron 9.46% 6.89% 25% 75% 29% 71%

Dan Hannan 2.9% BEFORE FEB 20TH AFTER FEB 20TH Female followers by campaign: Stay campaign has the most 2.03% BEFORE FEB 20TH AFTER FEB 20TH 1.86% George Galloway 1.24% STAY 23% STAY 26% 0.48% Theresa Villers 0.35% NEUTRAL 22% NEUTRAL 25%

Iain Duncan Smith 0.25% LEAVE 20% LEAVE 22% 0.10%

Overall hashtag usage Key publications for each campaign Nov 1st 2015 – Feb 24th 2016 STAY

The largest shifts were for the BEFORE FEB 20TH AFTER THE FEB 20TH hashtags #EUReferendum, which experienced a 1,104% increase in # mentions after the 20th of Feb and #Leave, which experienced a 347% #EUreferndum increase. Neutral hashtags in the top Followers are more likely to follow Stay campaign 10 (#Brexit, #EUReferendum and #EURef #EURef) increased by an average of LEAVE 470%, Stay Campaign Hashtags in the top 10 (#StrongerIn, #UKinEU #VoteLeave and #StayInEU) increased by 152% and Leave Campaign Hashtags #Strongerin (#LeaveEU, #Leave, #BetterO Out, #VoteLeave) increased by 153%. 100K TWEETS Followers are more likely to follow Leave campaign