This summary presents the key results of qualitative research exploring the attitudes and motivation of young non-voters.  The summary has been written by the Electoral Commission, drawing on presentations from Nielsen who conducted the reseach for the Electoral Commission.

In depth interviews were conducted in late 2007 with 34 young non-voters from low to medium income ($0-70K) households.  Half had been eligible to vote in two elections but had not done so in 2005, and the other half had been eligible to vote in one election and had not done so.  The sample comprised: 17 Maori, 8 Pacifika, 9 NZ European; 25 in Auckland and 9 from provincial and rural Bay of Plenty; 16 males, 18 females; 14 confirmed enrolled.

Key research aims were to investigate:

• The level of political literacy amongst young non-voters
• The culture of non-voting
• How such attitudes and habits are formed and developed

The researchers found two general reactions to elections across all who were interviewed: “I’m in the dark” or “It’s not on my wavelength”.
 

Non-voter segments
 

The researchers considered the 34 interviews and derived 5 segments of non-voters based on their motivation, knowledge and attitudes towards politics and elections. 

Motivation is about reaching hearts:

Those with high motivation say “I want to vote” and “I need to vote” because…

• Voting benefits me
• Voting benefits everyone
• All my friends do it
• It’s for people like me

Those with low motivation say “I don’t want to vote” and “I don’t need to vote” because

• Voting doesn’t mean anything to me
• Voting doesn’t matter to me
• Voting doesn’t benefit me

Knowledge is about reaching minds:

Those with high levels of knowledge say “I know how to vote” and “I know who to vote for” because…

• I know where to get information
• I know how to navigate and digest the information
• I know how to talk about it
• I know where to go
• I know what to do once I’m there
• I’ve done it before

Those with low levels of knowledge say I don’t know how to vote” and “I don’t know who to vote for” because…

• I don’t understand the system
• I don’t know the players
• I don’t know how to access information
• I can’t navigate and digest the information
• I don’t have the words

Confident and convinced

Election 2005 - they intended to vote but events on Election Day got in the way.  Prior to Election Day, strong intention to vote but events led to belief that it is ‘impossible’ to vote this time and limited or no steps taken to overcome obstacles.  Disappointment or guilt tempered by resolve to vote in future.  Lack of awareness about options available, and / or perceive that effort required is too great.  A hope that ‘this one time (of not voting) won’t make too much difference’

These young people are confident and future focused: I’ve got my eye on the prize.  I’m confident I’ll get there, because I know how and it means a lot to me.  Their profile and attitudes are: 

• High political literacy, political participation norms and electoral participation norms and confident to express opinions
• ‘Equal footing’ relationship with politics – they are as important to the system as it is to them 
• Medium socio-economic backgrounds
• Well-educated, broad horizons
• Working, some with young families
• High social capital
• Spend most time with partner, children, colleagues
• Mobile phones and internet used for practical purposes rather than entertainment, keep up with technology
• Want and need to stay informed so proactive consumption of news / current affairs
• Strong respect for social norms and conventions
• Motivated to ‘keep up’ with peers
• Strong sense of control - confident they could make a difference if they had time
• Have a positive outlook, but take responsibilities seriously

Attitudes and beliefs that underpin non-voting (tends to be a hierarchy, if first rule does not apply move to the next etc)

Underlying commitment to political and electoral participation:

1. Politics affects me
2. I’m confident in my understanding of politics
3. Everyone should vote
4. Every vote counts
5. Elections are a chance to make a difference
6. In unusual circumstances it’s okay not to vote

Tentative Triers

Election 2005 - tried to engage and wanted to participate but became overwhelmed in the pre-election decision-making process and have been intimidated by Polling Places.  Believe their vote is not important and won’t make a difference, or only a small difference.

These young people are confident in familiar situations with people they trust but lack the self confidence and skills to participate in the election: I want to do the right thing so I listen closely to people I trust and respect. Even so, I’m sometimes unsure what’s best, or if what I do or say make any difference.  Their profile and attitudes are:

• High electoral participation norms, medium political participation norms but low political literacy 
• Weak, fearful relationship with politics
• Low / medium socio-economic backgrounds
• Low / medium education, English may be second language. Limited conceptual and high level thinking skills 
• Self and / or partner working, some with children
• High social capital
• Spend most time with partner, children, whanau
• Heavily influenced by partner, family and community (e.g. church, school) and Want to do / achieve their best, particularly for family
• May talk about political issues in front of family but family does not take the necessary time to really help them understand, or they shut down the conversation
• Mobile phone for practical / social reasons, not entertainment. Internet used for social networks, pursuing interests. Not early adopters of new technology
• Want to be informed, but take a passive approach and struggle with complexity. Follow news and current events mainly via TV
• Strong respect for social norms and conventions
• Motivated by a need to please key influencers 
• Not confident they could make a difference – don’t know how, not sure they’ll be taken seriously. Low confidence expressing opinions outside comfort zone. 
• Concentrate on now, but some future focus – especially around children

Attitudes and beliefs that underpin non-voting (tends to be a hierarchy, if first rule does not apply move to the next etc)

Strong desire for political and electoral participation, but held back by lack of confidence and key skills:

1. Politics is important but daunting
2. Everyone should vote
3. It’s almost impossible to decide who to vote for
4. Not voting is preferable to making a bad choice
5. My vote doesn’t count for much
6. Polling places are scary

One barrier is being overwhelmed by the decision.  They are concerned about issues and the upcoming election and attempt to engage but the voting intention gets ‘stuck’ in evaluation so they give up.  The voting decision requires skills and analysis beyond their current capacity, exacerbated by their deep-seated fear of doing the wrong thing.

A second barrier is the Polling Place.  They have a fearful mindset on the day, in part because lack of experience and familiarity causes intimidation.  As the pressure builds inside they give up or flee if hurdles are encountered.  They are not comfortable with new or unfamiliar experiences – exemplified by the Polling Place environment.

Internal dialogue, low decision making skills, and low confidence act as barriers to change.

Living for the weekend

Election 2005 - passed them by.  They want both to grow up and to stay young.  They have difficulty in reflection and delaying gratification.  Any cultural device that does not produce instant gratification is boring.  They don’t believe that voting is important for them right now and will “stand by” and let others vote for them.  They switch off when electoral participation is raised.

These young people are immediate thinkers but don’t demonstrate great concern about issues outside their lives: Now is my time to be young and have fun – I have the talent and I have a safety net, so the future will take care of itself.  Their profile and attitudes are:

• Electoral participation norms are medium to high but political participation norms and political literacy are medium to low. Confident to express opinions to people they trust. 
• Medium socio-economic backgrounds
• Likely to be in tertiary training or working
• High social capital
• Spend most time with peers
• Parents are key role models and they can call on family support when needed. Exposed to political engagement through families
• Heavy users of technology for communication and keep up with trends and technology
• Youth culture is embraced – gravitate to youth brands / activities and enjoy trying new things
• Media primarily youth-targeted light entertainment. Passive consumption of news / current affairs. Serious and depressing situations and subjects are avoided
• Deep down, respect social norms and conventions
• Social life is high priority
• Confident they could make a difference if they really wanted to

Attitudes and beliefs that underpin non-voting (tends to be a hierarchy, if first rule does not apply move to the next etc)

Voting is irrelevant – it assumes a long range view, whereas they have only an immediate view. Political engagement competes with “my life and lifestyle”
 

1. Politics is boring and hard to understand
2. Voting is not important right now
3. Not voting is preferable to being or looking stupid
4. Voting is a hassle
5. I could understand it better
6. It’s good we can vote

Natural life-stage progression means many may transition to electoral participation of their own accord.

Distrustful and Disillusioned

Election 2005 - they made a conscious decision not to vote even though some had voted in the past.  Disillusioned by politicians and focus on things that reinforce this view.

These young people are coping but somewhat frustrated by current situation. They distrust those outside their immediate circle, especially those representing authority / power. They develop a sense of the inevitability of life staying the same: I’m a very capable person and I’m trying hard to get ahead but sometimes I feel discouraged and can’t see things changing. Their profile and attitudes are:

• Medium political literacy and political participation norms but low electoral participation norms. Reasonably articulate and confident in own judgments
• Low / medium socio-economic backgrounds
• Medium education levels
• Low incomes / not working, some with young children
• Small world, low or medium social capital
• Spend most time with partner / children, and a small circle of others
• Distrust of those outside immediate circle
• Mobile used a lot for texting friends; Internet for social networks / entertainment, and to sustain / eke out finances
• Some youth culture involvement if younger and if time
• Those not working are consumers of daytime TV; ‘Spectator’ consumption of news / current affairs 
• Confident expressing opinions to people, confident in own judgments 
• Trying to improve things but the longer time goes on, the more a sense of inevitability sets in – what’s the point 
• If in family lifestage hopes and concerns centre round children – want to be good parents / providers, children to do well. Life is about the here and now – focus on essentials

Attitudes and beliefs that underpin non-voting (tends to be a hierarchy, if first rule does not apply move to the next etc)

Politics and politicians provide a focus for frustration around the struggle to stay afloat. Rejecting the political system provides a sense of control and superiority.

1. I don’t trust the Government
2. The Government doesn’t care about me
3. Politicians do not deserve my respect or my vote
4. Voting won’t change anything
5. I’ve got more important things to worry about than voting

Practical and emotional barriers define this segment.  A change of circumstances is necessary to re-write their rules for instance if they move towards a more positive personal / family situation.  If they get concrete evidence of change, beliefs might change.  But the walls will come up quickly if the messenger is inappropriate.

One strong view is that politicians behave badly and do things I don’t like.  They follow controversial political issues, political scandals and debates but at a fairly superficial level.  Whatever the outcome, they always reach the same conclusions: the behaviour of politicians is appalling and they don’t do anything for people like me – in fact, they are against people like me.  Politicians, because of profile, become focus of resentments and public behaviour serves to reinforce emotive barriers.

Politically Disinterested

Election 2005 - they didn’t intend to vote and never have, it’s completely outside their world.  Non-voting is a deeply entrenched, fixed behaviour.  No interest in politics and elections, and see no reason to vote.

These young people are capable in their own world but some have practical barriers such as low literacy, lack of access to communication and transport, and may have crime / drug abuse issues: “Sometimes life can be tough but I’m doing my thing and I’m into the same things as most people I know”.  Their profile and attitudes are:

• Political literacy, political participation norms and electoral participation norms are low or non existent. Capable of operating in their world
• Low socio-economic backgrounds
• Limited education 
• Low income / not working, some with young children
• Some may have crime / drug abuse issues
• Medium social capital but disconnection from richer, more educated society
• Spend most time with family and friends
• Sporadic mobile phone use and internet used for social networks – or not at all
• Strong interest in ‘youth culture’ amongst younger members of segment
• Passive consumption of news
• Low desire to make a difference – don’t know how
• Focus on their world – not too concerned about wider societal issues
• Goals are immediate / intermediate – getting to end of week / year / getting a job

Attitudes and beliefs that underpin non-voting (tends to be a hierarchy, if first rule does not apply move to the next etc)

In the absence of any political literacy or electoral participation norms, it’s all completely meaningless or off the radar

1. Politics is of no interest to people like me
2. Politics makes no sense to me
3. There is no reason to vote

A small proportion may experience some level of political awakening and a change in circumstances could be the catalyst such as encountering an issue they care about, and undertaking some form of political activity around it.