- Poll of MEPs and Brussels Influencers shows revealing differences in usage patterns

70% of MEPs use Facebook at least weekly for professional purposes, while only 22% of Commission officials do likewise according to the results of a survey launched by ComRes and ZN at the European Commission on Thursday.

The ComRes/ZN EU Digital Pulse Report was conducted using two of ComRes’ research tools in Brussels; the Europoll MEPs Panel, and Brussels Influencers Panel. ComRes interviewed 102 MEPs and 258 Brussels Influencers (including Commission, Parliament, EU Agency and Permanent Representation officials, journalists, NGOs and academics), drawn from all political groups and regions. The questionnaire asked MEPs and Influencers about their usage of social media for professional purposes. It can be downloaded at the following link: www.digitalpulse.eu from Thursday, 10 May 2012 at 7 pm.

Wikipedia is the most used web 2.0 site, with 88% of MEPs, and 93% of Influencers using the site for professional purposes at least monthly. Twitter is used by a surprisingly small proportion of both groups (48% of MEPs and 39% of Influencers). Across both audiences, the least frequently used site tested was MySpace, with 82% of Influencers saying that they never use it.

There is a sharp contrast in usage of LinkedIn. Among representatives of business, trade associations and NGOs, LinkedIn is one of the most used sites with 46%, 57% and 61% respectively employing it at least weekly in their work. However, only 20% of MEPs use LinkedIn with the same frequency.

Commenting ahead of the monitor’s launch, ZN’s Phil Weiss said: “This confirms the growing importance of alternative communication channels in the communication mix.  The 'normalization' of social media tools in everyday life for the EU Brussels crowd requires communicators to rethink their communication approach and start moving with the times.  They need to adapt their mindset and habits to this new environment in order to develop the right solutions.  Too often we see communicators using a analog mind in a digital world.'

ComRes Chairman Andrew Hawkins commented “This ground-breaking research provides fresh insight into the way politics is developing at the EU level, and social media channels are now firmly part of the political landscape.  It is no longer an option for those seeking to conduct any sort of relationship with policy makers to rely on traditional forms of communication.  The burgeoning use of social media by policy should be seen not as a threat but embraced as a great opportunity to utilise a far more effective and advantageous method of communication.

We will be repeating this Monitor in future years and, when considered alongside our traditional media readership survey, the data forms a comprehensive, objective guide to engaging with the people who matter.”

For more information about the survey, or to discuss ComRes’s MEPs and Influencers polling, contact Artur Perchel on +32 (0)2 234 63 82.

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Methodology: ComRes surveyed 102 MEPs in February 2012 by self-completion postal questionnaire and online. Data were weighted to be geographically and politically representative of the European Parliament. ComRes also surveyed 258 Brussels Influencers in November 2011 online. ComRes’s research complies with ESOMAR guidelines. Full data tables are available at www.comres.eu.com 

More info:  Artur Perchel, +32 (0)2 234 63 82

Comres

ComRes (www.comres.co.uk):  A leading market and opinion research consultancy serving clients in Europe and Asia, ComRes conducts a full range of qualitative and quantitative research in Brussels.   It offers both customised and syndicated research among stakeholders and consumers across all EU Member States, including the unique Europoll™ omnibus panel of MEPs and omnibus surveys of Brussels Influencers, legislators in France, UK and Germany, and European Parliament Staffers. ComRes polls regularly for many blue chip companies, international development and other charities, trade associations, NGOs and national governments.  Its media clients include CNN, BBC, ITV News and The Independent. ComRes follows the ICC/ESOMAR Code on Market and Social Research. 

ZN (www.zn.be): ZN is the communications agency for global organisations, helping motivated individuals adapt their communications to the Internet age to ensure optimal reach and impact. For more than 13 years, ZN has been innovating and inspiring clients by applying cutting-edge thinking. Working with leading companies and associations, ZN helps their clients adapt and embrace innovative communication tools to meet the challenges of tomorrow.  

For more information contact Phil Weiss at + 32 (0)2 554 06 70 or email him at phil@zn.be