Voters are still significantly more likely to engage with politics through television, newspapers, magazines and radio than via social media, a survey suggested.

Despite this being billed in some quarters as the UK's first online-led General Election campaign, more said their attention would be grabbed by leaflets and doorstep canvassers than Facebook or Twitter.

But the internet does appear to be a stronger influence than more traditional media for those who do see it - with 38% saying it swayed their choice of who to vote for on May 7, the second highest proportion after TV (47%) According to polling by Research Now for PR firm Weber Shandwick, most people (57%) expect to have their attention grabbed by TV election debates and interviews - with 46% saying the same of newspapers and magazines, 35% radio, 32% leaflets and 26% canvassing.

Social media was cited by only 22% - just ahead of window posters and emails (17%).

Of those who did say their attention would be taken by radio, newspapers and activists knocking on the door - smaller proportions (36%, 34% and 33%) thought it was likely to influence their final decision, the survey of 510 UK adults found.

It came as analysis of coverage on TV bulletins and national newspapers by Loughborough University showed the Conservatives hogging the limelight and a lack of non-white, state educated or female faces.

Academics are studying the main evening news output across six channels as well as prominent articles in 10 newspapers.

They found that in the second week of the campaign, Labour and the Conservatives were on screen as much as one another - but the latter enjoyed 6.6% more speaking time.

Tories received more coverage than their main rival in the press.

Ukip, despite seeing a huge rise in exposure compared with the 2010 campaign, still saw Nigel Farage knocked down into fifth place by Tory Chancellor George Osborne in the list of "most seen" - with the leaders of the three biggest parties still in the top three slots.

Across all the monitored media, less than a fifth of the coverage was from female politicians and they made up only 14% of the individuals appearing - and there were also fewer women than men among the ordinary voters cited by 46.5% to 53.5%.

Of the top 20, shadow business secretary Chuka Umunna was the only ethnic minority politician and 13 attended fee-paying schools.

Ben Hogg of Research Now said: "In the lead up to this election more than ever, it is imperative that the parties are communicating to their electorate in a way that is relevant to them.

"As well as wanting to hear policies and manifestos, it is clear that the voting population wish to see how party leaders behave and react in live scenarios such as the TV debates, rather than in pre-prepared and pre-polished advertising campaigns."