As Britain votes on whether to leave or remain within the European Union, figures from CloudNine PR have revealed that 26 per cent of Brits used social networks such as Facebook and Twitter to share and receive information about the EU referendum in the run up to polling day.

According to CloudNines survey, 24 per cent said social media gave them a better understanding of the issues connected to the referendum, and six per cent said the information they found via social media played a role in changing their minds about which side would receive their vote.

However, a much larger proportion – 24 per cent – said that information the found on social media served to reinforce the way they already planned on voting, and 20 per cent admitted that the information they found on social media simply served to confuse them more.

“Research suggests that half of all web users use social media to find news each week, with increasing numbers saying its their main news source,” said Uday Radio, director of CloudNine PR. “And our survey highlights how people may be taking things to the next level by actively exchanging and discussing news and articles they find on social media.

“Its a powerful way of debating issues such as the referendum and getting people engaged. And with the two sides in the referendum so closely placed right up to polling day, who knows – perhaps social media might have made that little bit of difference in deciding the outcome.”

Not everyone was happy to share their voting preferences socially, however. 35 per cent of those surveyed prefer to use email to discuss issues such as the referendum, largely due to the more private nature, while six per cent prefer messaging apps such as WhatsApp and SnapChat, again because of greater perceived privacy.

“The findings about messaging apps back up the suggestion that theres a tend in which some people, especially younger people, are now turning away from the traditional social networks in favour of these apps – seemingly because they offer more control and privacy over their day-to-day communications.”

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