We all know that technology has the ability to reach everyone and engage modern voters in the democratic process. That's one reason this blog is here, but who is actually engaged by these tactics? Are campaigns reaching voters with slick social media and fun gadgets, or are they simply uploading videos to YouTube and twittering because it's the cool thing to do this cycle?
The Pew Internet & American Life Project released a study last week that goes a long way toward identifying who uses new media and technology.
They found some interesting results:
- 8% of Americans are deep users of participatory Web and mobile applications.
- Another 23% are heavy, pragmatic tech adopters--they use gadgets to keep up with social networks or to be productive at work
- 10% rely on mobile devices for voice, texting or entertainment
- 10% use information gadgets, but find it a hassle
- 49% of Americans only occasionally use modern gadgetry, and many others bristle at electronic connectivity
Overall, 31% of all American adults have integrated technology into their lives and are using these strategies. This may seem small, considering all the buzz that social media and Web 2.0 receive, but it's a significant part of our population. What candidate is going to turn down the opportunity to reach 30% of Americans? Plus, it's inexpensive and easy. All it takes is a bit of savvy, creativity and staff time. Compared to a major media buy, the potential ROI on these new ventures is staggering. It shows that not only do campaigns need to implement web strategies to reach voters, but our elected officials also need to engage constituents on the web.
Bottom line--we're finally getting quantitative data that web strategies need to be part of the campaign mix. This report also confirms the obvious. Younger demographics are consuming more and more Internet and less television. If you want to capture the youth vote, reach them on the web. The last two cycles show that this group is showing up at the polls. The battle for these new voters is likely to be fought virtually on the web. The study is long at 65 pages, but it's worth reading.
Comments
As broadband access increases, so will usage
I think it's also important to note that broadband is still only available to 50 percent of the population in the United States. Many rural/likely Republican pockets are still using dial-up. (Seriously.)
As you know, rich media is worthless on anything but a "hi-speed" connection.
In 2004, we were at 25 percent access. Using this formula, I predict that by 2008, we'll near 80-90 percent broadband access pushing these numbers up even higher.
...And it's only a matter of time until a companies like Google and Yahoo realize that it's a great ROI to provide free broadband Internet access nationwide. Think of the set-up like Net-Zero sponsored browsers with less intrusion and invasiveness... In other words, I imagine Google would do it right (Yahoo would probably get it wrong).
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