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2014 Scottish Referendum: The Statistics

2014 REFERENDUM ON SCOTTISH INDEPENDENCE THE STATS Following the results of the Scottish Referendum, Bell Pottinger Wired, one of the UK's leading digital consultancies, reviews all online conversations generated around the topic since the Bill received Royal Assent on 17 December 2013, up until when the polls closed on 18 September 2014. 8.8 million TOTAL MENTIONS NUMBER OF 97% TWITTER ONLINE CONVERSATIONS 1% FORUMS BY MEDIA TYPE 1% NEWS POSITIVE NEGATIVE NEUTRAL 1% BLOGS OVERALL SENTIMENT 16% 47% 37% TWITTER 8% 87% FORUMS 29% 36% 35% SENTIMENT BY MEDIA TYPE NEWS 13% 29% 58% BLOGS 14% 36% 50% BBC.CO.UK 2581 ARTICLES YAHOO.COM 1739 ARTICLES NEWS.SKY.COM 604 ARTICLE REUTERS.C OM 459 ARTICLES TOP NEWS SOURCES THISISMONEY.CO.UK 336 ARTICLES 18 SEP 2014 11 SEP 2014 MOST TALKED ABOUT EVENTS SCOTS WANT TO CHANGE THEIR POSTAL VOTES 251,513 POLLS OPEN 898,750 MENTIONS MENTIONS 13 SEP 25 AUG 5 AUG 2014 2014 2014 THREE OPINION SCOTTISH SCOTTISH POLLS SAY IT'S REFERENDUM REFERENDUM TOO CLOSE TO CALL TV DEBATE TV DEBATE 233,361 137,404 89,843 MENTIONS MENTIONS MENTIONS 3.2 million TOTAL MENTIONS YES VS. NO VOTE 93% TWITTER 36.4% 2% FORUMS YES OF OVERALL ONLINE SHARE OF VOICE 2% NEWS 3% BLOGS 2.3 million TOTAL MENTIONS YES VS. NO 90% TWITTER VOTE 26% 5% FORUMS NO OF OVERALL ONLINE SHARE OF VOICE 3% NEWS 2% BLOGS ON AVERAGE DARLING 0.84 TWEETS vs. PER DAY SALMOND 232 16 USER TWEETS MENTIONS ALISTAIR DEC 17-SEP 18 176 RETWEETS DARLING @TOGETHERDARLING 2 REPLY ТОР НASHTAGS MENTIONS 1. #INDYREF 2. #COMMONWEALTHGAMES 3. #BETTERTOGETHER 44 4. #SCOTDECIDES ON AVERAGE DARLING 2.16 TWEETS Vs. SALMOND PER DAY 597 193 USER TWEETS MENTIONS ALEX DEC 17-SEP 18 194 RETWEETS SALMOND @ALEXSALMOND 8 REPLY ТОР НASHTAGS MENTIONS #INDYREF 77 #GOSCOTLAND 32 #GLASGOW2014 #TEAMSCOTLAND 21 18 8.6 million TOTAL MENTIONS 31,193 TWITTER STATISTICS TWEETS PER DAY 1,300 TWEETS PER HOUR MALE TOP HASHTAGS MENTIONS 72% #INDYREF 73.44% #VOTEYES 6.19% O FEMALE #YES #BETTERTOGETHER 4.55% 4.55% 3.25% 28% #NOTHANKS Andy Murray Bandy_murray TOP 5 CELEBS Huge day for Scotland today! no campaign negativity last few days totally swayed my view on It. excited to see the outcome. lets do this! TALKING ABOUT IT 19,373 RETWEETS 14,765 FAVORITES J.K. Rowling @jk_rowling Russell Brand @rustyrockets Big day in Scotland tomorrow #indyref. My head says no and my heart shouts it - but whatever happens, I hope we're all friends by Saturday. I've never voted but if 1 was Scottish l'd vote yes. 6,878 RETWEETS 6,331 FAVORITES 4,858 RETWEETS 6,335 FAVORITES Hugh Grant CHackedOffHugh Hugh Laurie @hughlaurie A lot of Scottish relations. A lot of Scottish blood. Not that you care, but please stay Scotland. Good luck Scofiand. Whichever road, may it rise up to meet you. 1,872 RETWEETS 2,617 FAVORITES 239 RETWEETS 354 FAVORITES wwW.BELL-POTTINGER.COM Bell Pottinger WIRED@BELL-POTTINGER.COM T: +44 20 3772 2500 y @BPWIRED

2014 Scottish Referendum: The Statistics

shared by BellPottingerDigital on Dec 16
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Research by Bell Pottinger Digital, one of the UK’s leading digital consultancies, has found the influence of news outlets played a greater part than that of social media in Scotland’s decision to...

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