ORC International’s Tracking Results Shows Growing Negative Sentiment and Loss of Interest

(Princeton, NJ, November 30, 2011) – While general awareness continues to grow toward the Occupy Wall Street, there has been a 7 point increase in negative sentiment in social media around the movement according to a new poll and ongoing social analysis by global market research firm, ORC International. Positive and mixed sentiment both declined leading to believe the movement, while still widespread, is currently losing support. These findings are further supported by a telephone poll released today by ORC International** showing over half of Americans (57%) say they have become less interested in the movement over the past two weeks.

Our most recent social media analysis shows that while online conversations peaked to an all-time high of 5 million posts on November 15 with protesters being evicted from Zucotti Park- the movement’s home base in New York City- social conversation has dramatically trailed off since then. Only three in ten Americans disagree with the eviction.

The widespread arrests continue to drive conversations (17% of all posts contained ‘arrest’, 30% ‘police’), however it is the protesters themselves, and not the issues that are being brought to the forefront. According to the telephone poll, there are widespread opinions about what the movement is trying to accomplish. Of those surveyed, top responses revealed only 11% note the goal is to point out/reduce economic inequality, 5% to create more jobs/reduce unemployment, 4% to improve economy/growth and for wealthy corporations to pay more in taxes.

According to Jeffrey Resnick, Global Managing Director of Innovation and Strategy for ORC International “the movement seems to be slowing in the eyes of both social and mainstream media. Once evictions began across a number of Occupy encampments, the public’s interest began to wane. While the frustrations underpinning the movement are still real, it doesn’t have the hearts and minds of most Americans. Almost one in four Americans (23%) say the movement should stop but a plurality simply do not care (44%).”

Jenny Verbitsky, Product Manager for ORC’s Social Analytics Solutions further commented saying “the social space has been instrumental in showing how quickly movements can come and go in today’s society. While there was growing positive sentiment through early November from the over 33 million individual posts, the 66 million total posts to date contain a growing negative sentiment. It’s very telling how influential social media has been in changing the tides.”

*Social media analysis gathered using Infegy’s Social Radar listening tool.

**Poll conducted using ORC International’s CARAVAN® service from November 25-27, 2011. The poll interviewed 1005 US Adults by telephone.

About ORC International

ORC International is a leading global research firm with offices across the U.S., Europe and Asia Pacific. We offer a platform of integrated intelligence that combines traditional and forward-thinking methodologies, technology, industry expertise, and skilled research professional to provide clients with the most comprehensive foundation for providing actionable insight to solve their most pressing business challenges worldwide. The Company has been a partner of CNN on the CNN|ORC International poll since 2006 and founding member of the Council of American Survey Research Organizations (CASRO). For more social media information, please visit our blog: http://www.orcsocialbuzz.com or the company website www.orcinternational.com.

ORC International Contact: Christina Hungspruke Senior Director, Corporate Marketing
Phone: 212.463.6312
E-mail: christina.hungspruke@orcinternational.com 

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