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Netpop® Vote 2008

Presented by Netpop Research, LLCwww.netpopresearch.com

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While the polls told us who was up and down from one day to the next, Netpop | Vote 2008 reveals how the most powerful medium since television informed the average person in this historic election. Findings offer valuable lessons for future campaigns striving to reach their bases of support online.

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How did the Internet impact the attitudes and voting behaviors of Obama and McCain

supporters?

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The Internet had a greater impact on Obama supporters than McCain supporters

Base: All respondents who answered ‘6‘ (Strongly Agree) on 6 point scale

Ns vary

0% 10% 20% 30% 40% 50% 60% 70%

Led me to change my mind about which candidate I preferred

Made me more engaged in the political process

Made me more knowledgeable about the political process

Exposed me to dif ferent information and perspectives

Made me more knowledgeable about the issues

Def initely Obama/Biden Def initely McCain/Palin

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0% 10% 20% 30% 40% 50% 60% 70%

Led me to change my mind about which candidate I preferred

Made me more engaged in the political process

Made me more knowledgeable about the political process

Exposed me to dif ferent information and perspectives

Made me more knowledgeable about the issues

Def initely Obama/Biden Def initely McCain/Palin

5

20% of Obama supporters said the Internet led them to change their mind about which candidate they preferred,

versus 9% of McCain supporters

The Internet had a greater impact on Obama supporters than McCain supporters

Base: All respondents who answered ‘6‘ (Strongly Agree) on 6 point scale

Ns vary

Netpop Research LLC

0% 10% 20% 30% 40% 50% 60% 70%

Led me to change my mind about which candidate I preferred

Made me more engaged in the political process

Made me more knowledgeable about the political process

Exposed me to dif ferent information and perspectives

Made me more knowledgeable about the issues

Def initely Obama/Biden Def initely McCain/Palin

6

46% of Obama supporters said the Internet made them more engaged in the political process, versus 38% of

definite McCain supporters

The Internet had a greater impact on Obama supporters than McCain supporters

Base: All respondents who answered ‘6‘ (Strongly Agree) on 6 point scale

Ns vary

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Wasn’t social networking supposed to be an important factor in this election?

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0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

8

Yes, but general news sites (such as CNN.com) and email remain the most used sources

Base: All respondents who have used Internet to learn about the candidates

Ns vary

Social networking sites (6%)

Email newsletters/alerts (19%)

General news sites (40%)

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0%

10%

20%

30%

40%

50%

60%

70%

Def initely Obama/Biden Def initely McCain/Palin

9

Obama supporters are more likely to have used political blogs, while McCain supporters preferred email

Base: All respondents who have used Internet to learn about the candidates

Ns vary

Political blogs (15%)

Personal emails from friends/family

(31%)

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How do McCain supporters differ from Obama supporters?

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More different than you might think—supporters of each candidate have distinctly different interests both online and off

Base: All respondents who indicated they definitely support either Obama/Biden or McCain/Palin

N=2031

60% 40% 20% % 20% 40% 60%

Movies

Music

Family

Comedy

Football

Magazines

Concerts

Art

Gardening

Baseball

Theatre

School/Education

Religion/Spirituality

Camping

Fishing

Languages

Yoga

NASCAR

Boating

Hunting

Definitely Obama/Biden Definitely McCain/Palin

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60% 40% 20% % 20% 40% 60%

Movies

Music

Family

Comedy

Football

Magazines

Concerts

Art

Gardening

Baseball

Theatre

School/Education

Religion/Spirituality

Camping

Fishing

Languages

Yoga

NASCAR

Boating

Hunting

Definitely Obama/Biden Definitely McCain/Palin

12Base: All respondents who indicated they definitely support either Obama/Biden or McCain/Palin

N=2031

More different than you might think—supporters of each candidate have distinctly different interests both online and off

McCain supporters are more interested in Fishing, Family, and Football by 8%

Obama supporters are more

interested in Art (9%), Music (8%), and Theater (7%)

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Obama supporters are online more than McCain supporters—weekdays and weekends—regardless of age

Average minutes spent online on typical weekday

Average minutes spent online on typical weekend day

Base: All respondents who indicated they definitely support either Obama/Biden or McCain/Palin

N=2031

Under 3030 to 3940 to 4950 or older

Def initely Obama/Biden Def initely McCain/Palin

200

220

240

260

280

300

320

340

360

Under 30 30 to 39 40 to 49 50 or older

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The data is based on an online survey of 3581 U.S. broadband Internet users 18 and older. Questions on voting intention and the impact of the Internet on candidate perceptions are part of a more extensive annual survey conducted by Netpop Research, LLC dedicated to understanding how high-speed Internet connectivity is changing the way people work, shop, play and communicate.

For more in depth analysis of this topic, please go to www.netpopresearch.com

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