Whenever the Pew Internet and American Life Project releases a study, I drop what I'm doing and pay attention, because I know it's going to be good.
Their most recent report, The Internet's Role in Campaign 2008 is no exception. Here are the highlights:
* Some 74% of internet users--representing 55% of the entire adult population--went online in 2008 to get involved in the political process or to get news and information about the election.
* 45% of internet users watched online video.
* One in three internet users forwarded political content to others.
* Fully 83% of those age 18-24 have a social networking profile, and two-thirds of young profile owners took part in some form of political activity on these sites in 2008.
Wow. Let's let those number sink in for a minute.
Ok, now pick your jaw up off the floor and let's move past the executive summary.
Newspapers and Radio Lose - the Internet Wins
26% of adult Americans get most of their news online, almost equal to the 28% who read dead-tree papers. But TV still dominates the media landscape with over 70% of adults tuning in.
The biggest loser for share of audience to the Internet over the past 12 years has been newspapers and radio to a less extent.
More McCain than Obama Supporters Online
Here's something you don't hear everyday:
Supporters of Republican presidential candidate John McCain were more likely than backers of Barack Obama to be internet users (83% vs. 76%).
This is attributed to Republican voters being better educated and wealthier. I guess there goes the conventional wisdom that Republicans don't use the Internet.
Older Americans Sharing Content
I often hear how older voters, don't use the Internet. While it's true, only 22% of Americans 65 and older are online - of that segment currently online a surprising 40% watch online video and a whooping 47% share/forward political news. That's the highest of any other age group.
Engaging the Conversation
One in five Internet users post political news online, primarily on social networks and this activity is dominated by young people. In the 18-29 year old demographic, 49% engage in politics on socnets and 40% post content.
Two Quick Lessons to Learn
1) If you want to reach young people, get your content on social network sites. Period.
2) If you want to reach older users - compelling emails and videos that make them want to share your content, is the strategy to follow.
