Voters Expect Candidates to Use the Internet, Says Survey

A Voter Expectations Survey -- a collaboration between PointRoll Inc., E-Voter Institute and HCD Research -- surveyed more than 250,000 voters who interacted with rich media ads that ran from June through August across the United States.

Initial findings include:

• An overwhelming majority of respondents expect candidates to use online technology as part of their campaign efforts
• 87 percent expect candidates to have a Web site
• 70 percent expect the use of e-mail in campaigns
• Two-thirds expect candidates to use the Internet for fund raising, post video commercials on his or her Web site and run online ad campaigns
• Half expect campaigns to have blogs and podcasts
• While respondents continue to see TV ads as the most effective way for campaigns to reach them, e-mail and Web sites 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)

Media habits are changing as the Internet is increasingly seen as a trusted source of news, and Internet users of all ages are actively looking for information on candidates and sharing what they find. Winning in 2008 will require candidates to use the Internet in addition to traditional media.

"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," said Karen Jagoda, founder and president of E-Voter Institute.

"Candidates who advertise online and develop strong e-mail lists will see their dollars better leveraged than those candidates who simply spend more on what worked in the last election."