Home  › Stats › Ad Industry Metrics › Ad Spend

Web Grows as a Source for Political Info

  |  January 18, 2008   |  Comments

Close to one in four Americans head to the Internet regularly for presidential campaign news.

The percentage of Americans who regularly go online for news about the presidential campaign has increased from 13 percent in 2004 to 24 percent for the 2008 elections. "Internet's Broader Role in Campaign 2008" released by Pew Research Center for the People & the Press and Pew Internet & American Life Project looks at the increased usage of social networking sites and online videos for topical election news.

Forty-two percent of young adults ages 18 to 29 use the Web as a primary source, up from 20 percent in 2004. As a whole, nearly one in four American adults regularly learn about campaign information from the Internet, up from 9 percent during the 2000 presidential campaign.

People get campaign news from many sources. MSNBC leads the pack; 26 percent of the respondents say they go there. MSNBC is followed by CNN (23 percent) and Yahoo News (22 percent). The survey identifies sources it categorizes as long-tail sites such as the Drudge Report (3 percent); MySpace (3 percent); and YouTube (2 percent).

Younger audiences cast a wider net to find relevant news. When asked which Web sites they head to for campaign news, 41 percent of 18 to 49 year olds listed more than one Web site, compared to 24 percent of people 30 and over. Younger audiences look at more than long-tail news sites; 61 percent of 18 to 29 year olds get campaign news from at least one of the three top sites (MSNBC, CNN, and Yahoo News) versus 46 percent over 30 years of age.

The data are part of a quadrennial survey conducted by the Pew Research Center for the People & the Press and the Pew Internet & American Life Project on campaign news and political communication. The survey was conducted in December 2007 among 1,430 adults.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...
    • Assistant Product Listing Ads (PLA) Manager
      Assistant Product Listing Ads (PLA) Manager (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for an Assistant Product Listing Ads (PLA...
    • Marketing Technology Analyst
      Marketing Technology Analyst (Alfred Music) - Van NuysMarketing Technology Analyst DEFINITION Under the general/direct supervision of the head of...