Public Opinion and Election Polling Global Market Report 2024

The public opinion and election polling market size has grown steadily in recent years. It will grow from $8.18 billion in 2023 to $8.43 billion in 2024 at a compound annual growth rate (CAGR) of 3.1%. The historical growth can be ascribed to the influence and coverage by the media, political events and campaigns, demographic shifts, as well as social and economic factors, along with historical voting patterns.

The public opinion and election polling market size is expected to see steady growth in the next few years. It will grow to $9.55 billion in 2028 at a compound annual growth rate (CAGR) of 3.2%. The forecasted growth can be linked to the impact of social media and digital platforms, the polarization and political climate, issue-centric campaigns, demographic changes and diversity, and the evolution of communication channels. Prominent trends in the forecast period encompass the influence of social media, the globalization of polling practices, challenges related to response rates, public trust in polling, and the adaptation to societal changes.

The growing need for public opinion is expected to stimulate demand in the markets for public opinion and election polling. Public opinion and polls serve as tools to gauge people's sentiments on specific products, individuals, activities, companies, or areas relevant to medical research and innovation. These polls play a crucial role in helping countries and companies make decisions regarding new leaders, product releases, organizational structure changes, or other significant strategic choices. The requirement for public opinion in governmental and business decision-making contributes to the expansion of the public opinion and election polling market.

The increasing utilization of the internet and social media is anticipated to drive the future growth of the public opinion and election polling market. Social media platforms, operating on the internet, have a substantial impact on public opinion, serving as a potent tool for engaging audiences and understanding their preferences. They are increasingly employed for election surveys, providing a platform to collect data based on the opinions of a sample of individuals. For example, in February 2023, Meltwater, a Netherlands-based software company, reported a rise of 224,000 (+0.3%) internet users in the UK between 2022 and 2023, reaching a total of 66.11 million internet users. Additionally, in the UK, there are 35 million LinkedIn members and 28.75 million Instagram users. Hence, the growing use of the internet and social media is propelling the expansion of the public opinion and election polling market.

Inaccurate polling results are expected to pose a challenge to the public opinion and election polling market. This can be attributed to factors such as sampling error, low response rates, response bias (when respondents' answers deviate from their true beliefs), coverage issues, and surveyor questions. Public opinion may evolve over time due to various influences, leading to different outcomes.


Partnerships and collaborations leading to the introduction of innovative techniques are gaining traction in the public opinion and election polling market. Major players in the industry, along with government organizations, are actively introducing new technologies to enhance the reliability, accessibility, and authenticity of surveys and voting processes, while minimizing variability and errors. For example, in July 2023, the Council of State Governments, a US-based non-profit organization, collaborated with The Turnout, a US-based voter registration organization, to establish the Election Technology Initiative (ETI). ETI aims to promote open-source solutions for election administrators, enhancing the safety and transparency of U.S. and international elections, and increasing voter trust, accessibility, and participation. The initiative's first step involves the adoption of ElectionGuard, an open-source software developed by Microsoft's Democracy Forward Initiative. ElectionGuard provides voting machine vendors and election officials with tools for conducting end-to-end verifiable audits after elections.

Major companies in the public opinion and election polling market are concentrating on integrating new technological solutions into their existing products to maintain their market positions. The integration of new technology involves incorporating the latest advancements or innovations into a company's already-established products, often enhancing features, capabilities, or performance. For instance, in August 2021, Election Systems & Software, a US-based voting machine equipment and services manufacturer, integrated Microsoft Surface Go, a lightweight and portable laptop, into their ExpressPoll, an electronic poll book used in the voting process. This integration aims to provide poll workers with the security, portability, and usability required during the voting process. The ES&S portfolio includes the widely recognized and successful product, ExpressPoll, which has undergone extensive real-world field testing.

In August 2023, Accenture PLC, an Ireland-based professional services company, acquired Anser Advisory for an undisclosed amount. This strategic move enhances Accenture's ability to support businesses and state and local public sector organizations in successfully completing significant, long-term infrastructure projects. Anser Advisory LLC, the acquired entity, is a US-based public policy research and consulting firm specializing in public opinion and electoral polling.

Major companies operating in the public opinion and election polling market report are Nielsen Holdings PLC, Ipsos SA, SurveyMonkey Market Research Solutions, YouGov PLC, Gallup Inc., Marist Institute for Public Opinion, Harris Insights & Analytics LLC, Gnosis Partners LLC, Morning Consult LLC, Group Dynamics In Focus LLC, Rasmussen Reports LLC, Pew Research Center, Eastcoast Research Inc., Quinnipiac University Polling Institute, Public Policy Polling LLC, CNN/ORC International, Monmouth University Polling Institute, Emerson College Polling, SurveyUSA Inc., Zogby Analytics LLC, Washington Post-ABC News Poll, NBC News/Wall Street Journal Poll, Fox News Poll, CBS News Poll, Reuters/Ipsos Poll, IBD/TIPP Poll, The Economist/YouGov Poll, Suffolk University/USA Today Poll, The Roper Center for Public Opinion Research, Elway Research Inc., Field Research Corporation (Field Poll), Franklin Pierce University Polling Institute. North America was the largest region in the public opinion and election polling market in 2023. Western Europe was the second largest region in the global public opinion and election polling market share. The regions covered in the public opinion and election polling market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.

Different survey types for public opinion and election polling encompass product surveys, website surveys, focus group surveys, conference feedback surveys, among others. A product survey involves posing a series of questions to a specific segment of the user base to gather valuable feedback about the user experience. Surveys can be conducted through various modes, including online surveys, paper surveys, telephonic surveys, and one-to-one interviews, serving the purposes of public opinion and election polling.

The public opinion and election polling market research report is one of a series of new reports that provides public opinion and election polling market statistics, including public opinion and election polling industry global market size, regional shares, competitors with a public opinion and election polling market share, detailed public opinion and election polling market segments, market trends and opportunities, and any further data you may need to thrive in the public opinion and election polling industry. This public opinion and election polling market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The countries covered in the public opinion and election polling market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The public opinion and election polling market consists of revenue earned by entities that are engaged in systematical gathering, recording, tabulating, and presenting public opinion data. Public opinion and election polling services include election’s opinion polls and elections exit polls. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.