Commentary

Survey Says: Candidates Succeed With The Internet!

Survey Says: Candidates Succeed With The Internet!

According to the First Annual Voter Expectations Survey from E-Voter and HCD Research, an overwhelming majority of voters responding expect candidates to use online technology as part of their campaign efforts. 87 percent expect they will have a Web site, and 70 percent expect the use of email.  

Two-thirds expect candidates to use the Internet for fund raising, post video commercials on his or her website and run online ad campaigns, while half expect campaigns to have blogs and podcasts.

Karen Jagoda, founder and president of E-Voter Institute, concludes that "When a majority of voters expect candidates to use web-based tools for fund raising, communicating with the loyal base, persuasion, and getting out the vote, the Internet is no longer an afterthought in planning a winning campaign."

While respondents continue to see TV ads as the most effective way for campaigns to reach them, email and websites are ranked higher than traditional methods such as phone and radio ads.

  • Less than 5 percent of 18-24 year olds say direct mail is effective (compared to 22 percent of 55-64 year-olds find it effective)
  • 20 percent of 18-24 year olds also say that word-of-mouth is important (compared to 5 percent of 55-64 year-olds)

Glenn Kessler, CEO, HCD Research, said "... we knew that the Internet was a growing force in the political process... (but) had no idea that the shift was happening so quickly... "

Findings from E-Voter Institute, captured by eMarketer, suggest best e-ways for candidates to reach voters.

Best Methods for Political Candidates to Get Voter Attention (May, 2008)

Medium

% of Respondents

TV or cable ads

63%

Debates

57

Official website

51

Word-of-mouth

39

Direct mail

31

Newspaper ads

29

Radio ads

26

Online ads

25

E-mail from candidate or celeb

22

Webcasts

29

Yard sign & billboards

20

Independent blogs

16

Social networking sites

15

Viral video

14

Phone

9

Text

5

Source: E-Voter Institute, August 2008

For more information, please visit E-Voter Institute here.

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