According to the survey commissioned by Google of 41,000 voters in 86 Indian cities conducted in July and August, urban voters gave both party and candidate equal weightage in terms of influence on their voting decision.
The survey conducted by New Delhi-based research company TNS found that as many as 35 percent respondents saying their final decision will be based on the party and 36 percent saying on candidate.
The study shows a shift from the tradition of a vote directed by family allegiances or a preference for a particular politician with over than one third (37 percent) of registered urban voters being regular users of Internet.
Bharatiya Janata Party (BJP) Prime Ministerial candidate Narendra Modi emerged as the most-searched-for political leader, tailed by Congress vice president and frontrunner Rahul Gandhi.
Congress party chief Sonia Gandhi was the third most searched politician followed by Prime Minister Manmohan Singh and Aam Aadmi Party (AAP) leader Arvind Kejriwal and UP Chief Minister Akhilesh Yadav.
However only 11 percent urban Indian voters said the prime ministerial candidate of the political party will play an important role in their final voting decision.
The preference for the local candidate was the highest at 45 percent in western India and was the lowest in east at 27 percent, said the study.
Rajan Anandan, vice president and managing director, Google India, said: "The findings reveal that the Internet will play an important role in influencing the large undecided urban Indian population in the next Lok Sabha elections."
"There is an opportunity for political parties and candidates to engage the urban Indian youth on the Internet. We are already seeing a massive growth in elections related search queries," he said.
--IBNS (Posted on 09-10-2013)