Better content and wider broadband adoption, not more political interest, is credited for a spike in Internet use for seeking political and campaign news and information, according to Pew Internet and American Life Project.
Overall, that’s 19 percent of adult Internet users, or 13 percent of Americans over age 18. In November 2004, there were just 21 million Internet users logging onto to gather political information.
Compared to August 2002, the difference is staggering. In that mid-term election year, only 11 million Internet users said they surfed the Web for campaign and political news on an average day – two and a half times fewer than in 2006.
Pew says there is “any number of reasons” for the increase in political traffic on the Web, even in August, which is considered a relatively quiet political time due to a Congressional recess, and during a mid-term election which usually attracts less interest than a general election.
Content put forth from established news organizations, campaigns, independent media and bloggers has become “more attractive,” says Pew. Internet adoption patterns since 2002 is also credited with the change. More people are online these days than in 2002, jumping from 59 percent then to 68 percent in August 2006.
Broadband is thought to be a key factor. Just 12 percent of adult Americans had high-speed Internet access at home in 2002, less than a third of the number in August 2006, standing at 41 percent having broadband at home. If not for broadband advances, Pew estimates that use of the Internet to find news and information about politics would be approximately 30 percent lower than they are.
But Pew says the rise in political interest has nothing to do with the spike in Internet use. In June 2002, 41 percent of registered voters reported being more enthusiastic than usual about voting that year. This year, just 38 percent of registered voters answered this way.
Broken down demographically, those who use the Internet to gather political news and information tend to be male (62 percent versus 48 percent) college graduates (55 percent versus 36 percent) and home broadband users (77 percent versus 61 percent).
Murdok’ David Utter reported today on Hitwise research revealing what was on the mind of voters this mid-term election. Hitwise analyzed the top political search terms plugged in by users in September. They include: abortion; American flag; homeland security; and gay marriage.
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