What does digital data tell us about how the parties are faring in the election? New research from digital marketing agency Reboot paints a fascinating picture of the parties’ online performances.
The data reveals that 250 people a month are asking “how to leave the Labour Party” on Google; an unfortunate reflection of the party’s drop in membership of around 50,000 since its peak in December 2017, when it boasted the largest party membership in western Europe.
While Labour still maintains four times as many members as the Conservative Party, there is evidently a much higher interest in finding out how to cancel memberships. The same question is asked just 20 times a month for the Conservatives and the Lib Dems, and only ten times a month for the Green Party.
Labour does, however, receive three times as many monthly visitors (180,000) as the Conservative Party (73,600). It also gains more monthly traffic to its site than the Liberal Democrats, SNP, Brexit Party and Green Party combined.
The data also reveals that:
In any given news story mentioning the Conservative Party, it is 150 per cent more likely to receive a link to its website than the Labour Party.
At 34 per cent, the SNP has the highest percentage of fake Twitter followers.
Approximately 58 per cent of the most-googled MPs are Conservative.
The Labour Party has the highest number of social media followers, but the Brexit Party’s top tweet has received twice as much engagement than that of any other party.
The full data behind these findings, and more information on the parties’ online performance, can be viewed here.
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