The Virtual Campaign
January 30 2004
Political web sites are making an impact on voter opinions, according to findings from comScore Survey Solutions. Visiting such sites correlates closely with a high level of political activity, and sites often influence the views and intentions of visitors. Meanwhile Howard Dean's web site received nearly twice as many visitors in December as that of any other Democratic challenger.
comScore polled citizens who were known to have been both visitors and non-visitors to political Web sites, and segmented their responses accordingly. Visitors to political sites represent the more politically active, and aware, among the population:
- 73% of them report that they are either 'extremely interested' or 'very interested' in political issues, compared to only 38% of non-visitors
- 87% are registered to vote compared to 77% of non-visitors
- c.25% reported that they had donated money to a campaign or special interest group in the past three years, versus just 4 percent of non-visitors
- more than 60% said they had contacted a politician in the past three years, versus 17% of non-visitors
- and 85% say they 'definitely will' vote in the November election compared to 56% of non-visitors.
Among the most important outcomes of comScore's research was validation of the considerable impact political Web sites have on people's opinions of, and participation in, the political process. For example, more than 40 percent of visitors reported that political sites have increased their interest in learning more about issues or candidates. Nearly 30 percent of visitors told comScore that they are more actively involved in politics as a result of visiting these sites. Nearly one-fifth of visitors reported that political Web sites have actually changed their opinions on issues ranging from tax cuts to which candidate they plan to vote for in the 2004 presidential election.
'These findings provide compelling evidence of the Web's value as a political communications tool', said Rob Klein, senior vice president of comScore Survey Solutions. 'The benefit to candidates is clear, in opportunities to shape public opinion, cost-effectively increase donations, and rally supporters around a cause or event'.
Among candidate sites, Howard Dean's drew most visitors in December, with President Bush's site in second.
comScore Survey Solutions is the full service research division of comScore Networks web site at
www.comscore.com
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.
