MarketingVOX: At a time when political candidates are looking for every edge they can find to motivate voters, radio websites could be a good place to start, according to a study conducted by The Media Audit (via MediaBuyerPlanner).
“Nearly 70 percent of radio website visitors are active voters compared to approximately 60 percent for the general market. That’s a 15 percent advantage,” said Bob Jordan, president of The Media Audit.
Additional findings from the study:
- Nearly 75 percent of adults are internet users, and nearly two-thirds of those internet users are active voters.
- Compared with the general market, internet visitors are 8 percent more likely to vote.
- Moreover, the 17.6 percent of adult online visitors who go to radio websites are even more active voters than the average adult visitor to the internet.
- In terms of party affiliation and media use, both Democrats and Independents match the general market for going online or visiting radio websites.
- Republicans, however, show a definite skew toward internet use and visiting radio websites; they are nearly 15 percent more likely to go to radio websites compared with the general adult population:
- Republicans tend to skew to the business day when going online; Democrats and Independents tend to skew to late in the day:
Related stories:
- Hitwise Election 2008 Data Center Launched: Obama, Paul, Clinton Popular Online
- MySpace Adds Political Channel for 2008 Election
