netpop vote presentation
Post on 19-Oct-2014
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Highlights from our special coverage of the 2008 Presidential Election. Results come from the third annual Netpop tracking survey--a study dedicated to understanding how high-speed Internet connectivity is changing the way people work, shop, play and communicate. Go to www.netpopresearch.com for more in depth analysis of this and many more topics.TRANSCRIPT
Flickr Photo by: neotint
Netpop® Vote 2008
Presented by Netpop Research, LLCwww.netpopresearch.com
Netpop Research LLC2
While the polls told us who was up and down from one day to the next, Netpop | Vote 2008 reveals how the most powerful medium since television informed the average person in this historic election. Findings offer valuable lessons for future campaigns striving to reach their bases of support online.
Netpop Research LLC3
How did the Internet impact the attitudes and voting behaviors of Obama and McCain
supporters?
Netpop Research LLC4
The Internet had a greater impact on Obama supporters than McCain supporters
Base: All respondents who answered ‘6‘ (Strongly Agree) on 6 point scale
Ns vary
0% 10% 20% 30% 40% 50% 60% 70%
Led me to change my mind about which candidate I preferred
Made me more engaged in the political process
Made me more knowledgeable about the political process
Exposed me to dif ferent information and perspectives
Made me more knowledgeable about the issues
Def initely Obama/Biden Def initely McCain/Palin
Netpop Research LLC
0% 10% 20% 30% 40% 50% 60% 70%
Led me to change my mind about which candidate I preferred
Made me more engaged in the political process
Made me more knowledgeable about the political process
Exposed me to dif ferent information and perspectives
Made me more knowledgeable about the issues
Def initely Obama/Biden Def initely McCain/Palin
5
20% of Obama supporters said the Internet led them to change their mind about which candidate they preferred,
versus 9% of McCain supporters
The Internet had a greater impact on Obama supporters than McCain supporters
Base: All respondents who answered ‘6‘ (Strongly Agree) on 6 point scale
Ns vary
Netpop Research LLC
0% 10% 20% 30% 40% 50% 60% 70%
Led me to change my mind about which candidate I preferred
Made me more engaged in the political process
Made me more knowledgeable about the political process
Exposed me to dif ferent information and perspectives
Made me more knowledgeable about the issues
Def initely Obama/Biden Def initely McCain/Palin
6
46% of Obama supporters said the Internet made them more engaged in the political process, versus 38% of
definite McCain supporters
The Internet had a greater impact on Obama supporters than McCain supporters
Base: All respondents who answered ‘6‘ (Strongly Agree) on 6 point scale
Ns vary
Netpop Research LLC7
Wasn’t social networking supposed to be an important factor in this election?
Netpop Research LLC
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
8
Yes, but general news sites (such as CNN.com) and email remain the most used sources
Base: All respondents who have used Internet to learn about the candidates
Ns vary
Social networking sites (6%)
Email newsletters/alerts (19%)
General news sites (40%)
Netpop Research LLC
0%
10%
20%
30%
40%
50%
60%
70%
Def initely Obama/Biden Def initely McCain/Palin
9
Obama supporters are more likely to have used political blogs, while McCain supporters preferred email
Base: All respondents who have used Internet to learn about the candidates
Ns vary
Political blogs (15%)
Personal emails from friends/family
(31%)
Netpop Research LLC10
How do McCain supporters differ from Obama supporters?
Netpop Research LLC11
More different than you might think—supporters of each candidate have distinctly different interests both online and off
Base: All respondents who indicated they definitely support either Obama/Biden or McCain/Palin
N=2031
60% 40% 20% % 20% 40% 60%
Movies
Music
Family
Comedy
Football
Magazines
Concerts
Art
Gardening
Baseball
Theatre
School/Education
Religion/Spirituality
Camping
Fishing
Languages
Yoga
NASCAR
Boating
Hunting
Definitely Obama/Biden Definitely McCain/Palin
Netpop Research LLC
60% 40% 20% % 20% 40% 60%
Movies
Music
Family
Comedy
Football
Magazines
Concerts
Art
Gardening
Baseball
Theatre
School/Education
Religion/Spirituality
Camping
Fishing
Languages
Yoga
NASCAR
Boating
Hunting
Definitely Obama/Biden Definitely McCain/Palin
12Base: All respondents who indicated they definitely support either Obama/Biden or McCain/Palin
N=2031
More different than you might think—supporters of each candidate have distinctly different interests both online and off
McCain supporters are more interested in Fishing, Family, and Football by 8%
Obama supporters are more
interested in Art (9%), Music (8%), and Theater (7%)
Netpop Research LLC13
Obama supporters are online more than McCain supporters—weekdays and weekends—regardless of age
Average minutes spent online on typical weekday
Average minutes spent online on typical weekend day
Base: All respondents who indicated they definitely support either Obama/Biden or McCain/Palin
N=2031
Under 3030 to 3940 to 4950 or older
Def initely Obama/Biden Def initely McCain/Palin
200
220
240
260
280
300
320
340
360
Under 30 30 to 39 40 to 49 50 or older
Netpop Research LLC14
The data is based on an online survey of 3581 U.S. broadband Internet users 18 and older. Questions on voting intention and the impact of the Internet on candidate perceptions are part of a more extensive annual survey conducted by Netpop Research, LLC dedicated to understanding how high-speed Internet connectivity is changing the way people work, shop, play and communicate.
For more in depth analysis of this topic, please go to www.netpopresearch.com
Netpop Research, LLCwww.netpopresearch.com