Report: Responsible Voters Research Online
According to a new survey released by online media and ad serving company Burst Media, more voters are getting information about their candidates online that from any other resource. Burst polled 900 voters to examine internet advertising’s impact on the election. 26.8% said they look online for election news and a candidate’s position on certain issues, while only 20.5% of them turned to TV. 23.7% of them have clicked on banner ads for an individual candidate or political advocacy group, most of them male.
The study also looked at customer actions. Of those who clicked on political banners, most read additional information about a candidate or group. “This is a powerful argument for candidates and advocacy groups to use the Internet to communicate their ideas to potential voters. Their websites are important destinations to influences voters and ads are very effective at getting voters more actively involved with candidates and issues,” said Burst’s market research manager Chuck Moran in a statement.
Almost two-thirds of voters who visited a political website said it was an informative experience. 78% of people who had visited a political web site said they would do so again before the November election. Also, two-thirds of respondents who visited the site of a candidate or group they support also visited the websites of the opposition.
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