‍(Editor’s note: This is the third of four stories on results from The Nerve’s survey exploring voter trends in the lead-up to the 2025 national and local elections.)

MANILA, Philippines – The performance and competence of senatorial aspirants help Rappler readers decide who to vote for, especially for the upcoming 2025 national elections, a survey conducted by data forensics firm The Nerve found.

At least 81% of the total 2,700 Rappler readers included in the online survey said it is important for them that a candidate has a proven track record, campaigns on issues that matter to them, and possesses a good reputation and education. They also seek candidates who have performed well in debates and communicate “eloquently and clearly.”

The survey, conducted on the Rappler website from September 19 to 30, 2024, took place before the filing of certificates of candidacy in October. The respondents —  Rappler readers who are eligible voters for the 2025 national and local elections — were asked about the factors that influence their voting decisions.

Over half of the respondents are based in Luzon, with 38% from the National Capital Region, 12% from Central Luzon, and 17% from Calabarzon. Meanwhile, at least 33% of respondents are from other regions across the country.

Political background and connections: Less influential? 

While the survey results show that a senatorial candidate’s performance and competence matter significantly to Filipino voters, factors such as a candidate’s political background (27%), personal connections (18%), and  endorsements and alliance (17%) are less influential.

At least 27% of respondents consider a senatorial candidate’s political background as important — largely focused on a candidate’s ability “to act independently of the current administration." 

This comes as no surprise given that Congress, particularly the House of Representatives, has long been criticized for acting at the behest of the sitting president. This has earned it the reputation as Malacañang’s “rubber stamp.” 

The Senate, which has occasionally demonstrated independence, has also increasingly succumbed to the influence of incumbent administrations. This trend was evident during the midterm elections under Rodrigo Duterte’s administration. There is also the phenomenon of elected legislators “jumping ship,” which refers to the changing of allegiances to join the incumbent president’s political party or, at the very least, positioning themselves and their parties as allies. 

Results showed that personal connections or how much the voter relates to the candidate — such as whether a candidate comes from a same humble background or has provided aid to him or her — matter to only 18% of respondents. Additionally, only 17% believe it is important that a candidate belongs to or is endorsed by a party or alliance they support, or has the backing of a religious organization.

Aside from factors influencing one's voting decision, the Nerve survey also explored what readers think are the characteristics a Philippine senator should possess as well as top issues they consider most important in the country that elected officials should address.

The survey results showed that corruption, inflation, and education are on the top of mind for Rappler readers as they decide who to vote for in the upcoming 2025 senatorial elections. Respondents also believe that honesty and integrity are more important qualities for a Filipino senator to have over their respective party affiliation or charisma.

Nerve dived into the survey data using a cohort analysis. This resulted in the algorithmic grouping of respondents based on similarities in their answers. This approach allowed the team to identify distinct voter segments.

The results showed that at least 28.7% of respondents belong to the "Practical Working Class" cohort. These individuals, primarily lower to middle-income voters, are considered “economically vulnerable” and are focused on achieving financial stability and securing steady employment.

Meanwhile, another 25.7% of respondents fall under the "Economy-Conscious Professionals" category, comprising mostly middle-income, well-educated individuals who prioritize broader economic stability.

The remaining respondents are divided between two groups: "Young Progressives," younger urban professionals who emphasize governance reform and social issues, and "Law-and-Order Rural Supporters," voters from rural or suburban areas who prioritize security, stability, and order. – Rappler.com

READ STORIES FROM THE NERVE SURVEY

• [DECODED] Corruption, inflation, education are top of mind for voters
• [DECODED] Voters tag integrity, honesty as ‘most important’ characteristics of PH senator

‍

This story was originally published on Rappler on December 11, 2024.

‍

Decoded is a Rappler series that explores the challenges and opportunities that come with living in transformative times. It is produced by The Nerve, a data forensics company that enables changemakers to navigate real-world trends and issues through narrative and network investigations. Taking the best of human and machine, we enable partners to unlock powerful insights that shape informed decisions. Composed of a team of data scientists, strategists, award-winning storytellers, and designers, the company is on a mission to deliver