Political engagement using New Media: Psychographics and user status of potential voters

To look into the adoption process of New Media for political engagement, the association between psychographics and user status of potential voters was established. Three most relevant psychographic variables-civic consciousness, innovativeness, and personality type-were analysed to study the impact of the personality traits of the respondents on their decision to make political use of New Media. It was assumed that the potential voters ’personality attributes come into play in pushing him into using online tools for getting political information. It turned out that innovativeness is the most important psychographic variable in usage/non-usage of New Media by potential voters.