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How America Searches: Election ‘08

October 1st, 2007 by admin
  • New media more essential than ever to politics. Forty-two percent of voters look to the Internet for information about issues and candidates in the upcoming presidential election, with the Internet a considerably more popular information source than newspapers among respondents between the ages of 18 and 34.

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  • Almost half of online voters use search engines for political information. Forty-seven percent of those who go online for information about candidates and issues use search engines to conduct their research, equal to the 46 percent who do not; usage is roughly equal among Democratic, Republican and independent voters.

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  • Traditional news organization and social media sites top candidate sites. Eighty-eight% of those who use the Internet for information about candidates and issues in the 2008 presidential election visit sites of news organizations such as CNN and The New York Times and 42% go to a range of social media sites; only 30% go to candidate Web sites.

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  • More than half of younger online voters are turning to social media for election information. Of potential voters who are looking for election information online, 61% of 18 to 24 year olds and 55% of 25 to 34 year olds seek answers on user-driven content sites such as blogs, YouTube and Wikipedia.

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  • Issues matter to voters, but candidates are not responding. Issue-oriented searches dominate over explorations of candidates’ voting and personal histories by a margin of nearly two to one; yet nearly all candidates rank poorly for issue-based search visibility. eBay trumps McCain in paid search. John McCain currently dominates the overall paid search candidate landscape, but online auction house eBay still ranks first in paid search visibili ty for the tested issue-based keyword set..

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  • Barack Obama and war in Iraq are tops in current candidate and issue searches. Obama attracts the largest share of searches among candidates in the survey of voter interest as of May 2008, topping Hillary Clinton and Rudy Giuliani. The war in Iraq is the most searched for issue.

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how_america_searches_election_2008.pdf

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