Burst Online Insights
Current Research You Can Use
July 2008
Definite Voters Are Going Online To Gather Candidate Information
Burst Media recently surveyed more than 11,000 Internet users between July 14-24, 2008. Over 4,000 survey respondents said they would definitely vote in the 2008 presidential election. The findings in this report are based on the responses of definite voters only.
- Television is the leading source of candidate information, but voters are marching online.
- Internet leads newspapers as an information source among all age segments – particularly with definite voters age 18-34 years.
- Voters that go online:
- Search candidate and issue sites, but give sites mixed reviews
- Half recall seeing candidate ads online
Election Information – Television is Primary Source
Television is the Most Popular Resource for Candidate Information – Internet Close Behind
Television is the primary source for candidate position information for more than one-third (35.1%) of definite voters in this year’s presidential election. Women are significantly more likely than men to cite television as their primary resource – 40.9% vs. 28.7%, respectively. The Internet is a clear second in the information resource rankings, with 17.8% of definite voters citing it as their primary source for a candidate’s position on election issues.
Other information resources definite voters rely on include: newspapers (12.7%), radio talk shows (9.4%), radio news (4.9%), national news magazines (3.4%), family and friends (2.9%), church/religious organizations or civic groups (1.5%), publications from organizations (1.0%), local events and forums (.7%), direct mail pieces from candidates and organizations (.6%), and national entertainment magazines (.3%). (Chart 1)
Young Men Turn to the Internet for Candidate Information
One fifth (21.5%) of men cite the Internet as their primary information resource on the positions the presumed presidential candidates’ hold on major election issues. This finding is consistent among all male age segments with the exception of men 25-34 years old. Among men 25-34 years, the Internet is television’s equal - with over one-quarter of the segment citing one or the other as their primary source of election information (Internet = 28.6% and television = 26.5%.)
Voters Take Advantage of Candidate and Advocacy Web Sites for Information
Voters Already Frequenting Presidential Candidates’ Web Sites
Two out of five (38.5%) definite voters have visited a 2008 presidential candidate’s web site. Men are slightly more likely than women to have visited a candidate’s web site – 44.1% vs. 38.2%, respectively. Additionally, respondents 18-34 years are significantly more likely than respondents 35 years and older to have visited a candidate’s web site. In fact, among this young voter segment 54.5% of respondents 18-24 years and 48.3% of respondents 25-34 years have visited the web site of one or both of the major candidates for President.
McCain and Obama Sites Draw Equal Interest among Men, But Obama Leads with Women
Overall, nearly one-third (30.2%) of definite voters have visited Barack Obama’s official campaign web site, and one-quarter (24.4%) have visited John McCain’s web site. (Chart 2)
Interestingly, equal numbers of men have visited the candidates’ web sites – 31.3% have visited Obama’s web site, and 30.4% have visited McCain’s website. However, Barack Obama’s web site clearly leads among women with 29.3% having visited it, compared to 19.0% who have visited John McCain’s web site.
Voters Give Mixed Reviews to Candidates’ Web Sites
Reading information about a candidate’s position on major campaign issues is the most popular activity (54.1%) when visiting their web site. However, few definite voters who have visited the web site of either Barack Obama or John McCain say the site was “very effective” at providing this information. Among respondents who have visited John McCain’s web site, only one in five (19.4%) say the site was “very effective” at providing the information they were looking for, and another 29.1% say it was “somewhat effective”. Interestingly, a large segment (42.2%) of visitors to McCain’s site say it was neither effective nor ineffective, and 8.7% say the site was ineffective.
Obama’s web site receives higher marks than those received by McCain’s. Among visitors to Obama’s web site, 40.0% say the site was “very effective” at providing them with the information they were seeking, and 28.3% say it was “somewhat effective”. One in five (19.2%) visitors to Obama’s site say the site was neither effective nor ineffective, and 12.5% say the site was ineffective.
Online Video is Popular on Candidates’ Web sites
As noted, reading information about a candidate’s policy positions is the most popular activity (54.1%) when visiting a candidate’s web site. Other activities conducted by visitors to a candidate’s web site include: watching a video clip (41.4%), signing-up to receive email alerts (29.2%), sending an email (22.1%), leaving a comment (20.2%), making an online donation (18.0%), and signing-up to volunteer (11.9%).
Men are more likely than women to watch online video on a candidate’s web site – 43.9% vs. 38.5%, respectively. Watching a video on a candidate’s web site is popular among all age segments – ranging from 48.1% of respondents 18-24 years to 40.1% of respondents 65 years and older.
The Affluent Make Use of Advocacy Group Websites the Most
Nearly one-quarter (23.3%) of definite voters have visited an issue advocacy group’s website. The likelihood of visiting an issue advocacy group’s web site increases as household income (HHI) increases – rising from 20.8% among respondents reporting HHI of less than $35,000 to 26.1% reporting HHI of $100,000 or more.
Like the candidates’ web sites, issue advocacy group’s web sites get mix reviews for effectiveness. Among respondents who have visited an issue advocacy group’s web site, only 29.8% say it was “very effective” – 42.6% say it was “somewhat effective”.
Online Political Advertising by Presidential Candidates is Memorable
Half of Voters Recall Seeing 2008 Presidential Candidates’ Online Ads
Among definite voters, more than one-half (54.2%) recall seeing a 2008 presidential candidate’s online advertisement. Men are significantly more likely than women to recall seeing an online advertisement for a 2008 presidential candidate (58.1% vs. 50.7%). Respondents 18-24 years are the segment most likely to recall seeing a candidates’ advertisement. In fact, among this segment three out of five (61.0%) recall seeing a candidate’s advertisement. (Chart 3)
One-quarter (23.6%) of definite voters who recall seeing an online ad say they clicked on a web advertisement for a presidential candidate. There is no difference in the response of men and women – 24.2% vs. 23.0%, respectively. However, respondents 55 years and older are the group most likely to say they have clicked on a presidential candidate’s web advertisement (27.1%).
How You Can Use This Information
The Internet audience is increasingly heading online to make their political decisions. The Internet provides candidates, advocacy groups and marketers with a “high touch” medium to reach new audiences and enhance existing constituent relationships. Furthermore, the Internet gives parties the opportunity to reach targeted segments in an environment that is highly engaging and, by the nature of politics, interactive. Take advantage of this environment by using creative and display technologies like video that not only provide substantial information, but also allow the consumers to easily pursue further research or action.
Burst Sites Keeping Consumers Informed of the Latest News
Burst is always adding quality, content-rich sites to its networks. All sites are subject to a rigorous screening process before being accepted. Burst also periodically reviews sites to ensure they continue to meet our standards. Our continuous auditing process guarantees your advertising message is placed in a high quality content environment, and receives the maximum exposure it deserves. Below are some of the many interesting Burst sites focused on politics and current events.
Burst Content Channels Connect With Political Info Seekers
The Internet has revolutionized how consumers gather political information. Political news junkies now have immediate and direct access to political positions, analysis and spin on the web sites of political candidates and issue advocacy groups. Burst offers a number of engaging content channels that draw an audience that seeks political news online. (Chart 4)
Advertising on Burst's News & Information channel puts your message on web sites featuring local and international reporting as well as other forms of opinion and editorial features. Two out of five (38.9%) channel visitors research or manage their finances online. Half (49.6%) of channel visitors say the Internet is their primary source of information for products they are considering to purchase.
Burst's Careers channel features sites focused on job listings, training, and recruiting information to the job seeker. Two-thirds (65.6%) of channel visitors shop online. Forty-five percent of channel visitors have gone to the movies in the past month.
Burst's Science channel provides information on a variety of different technical disciplines including agriculture, biology, and engineering. During the past month, half (50.8%) of channel visitors went to the movies, and 41.9% purchased a music CD. Over half (55.2%) of channel visitors say they shop online.
Advertising on the Burst Baby Boomers Network allows you to reach the largest segment of the U.S. population as they plan for their retirement, become empty nesters, take on new jobs, relocate, remarry, and pursue new hobbies. Two-thirds (66.6%) of network visitors say the Internet is their primary source of information on products they plan to purchase.
About Burst Media
An online media and technology company founded in 1995, Burst Media (www.burstmedia.com) is a leading provider of advertising representation, services and technology to independent Web Publishers. Burst Media levels the playing field for independent web publishers and allows advertisers to reach finely segmented, engaged consumers — in a clutter-free environment — through an extensive number of interest-based sub-channels. The company represents the broadest and deepest number of interest-based Web sites online through its two premier Ad Networks.
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Delivers customized advertising solutions to brand advertiser looking to reach targeted audiences in a quality and engaging environment. |
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Simplifies placing direct response campaigns in front of the most appropriate targets to trigger consumer action and achieve campaign performance objective. |
Burst also markets its ad management platform, AdConductor ™, which empowers content web sites, online ad networks, and web portals to manage the complete process of ad sales and service. Burst Media is headquartered in Burlington, Massachusetts, with offices throughout the United States and in London, UK. For more information, visit www.burstmedia.com or call 781.272.5544.
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