What the Electorate Expects Online

For their "Rhetoric, Reality and the Internet: What Do Voters Really Want?" report conducted in May 2008, the E-Voter Institute and HCD Research surveyed both US Internet users who vote and political consultants. The studies yielded different perspectives on which online tactics are mandatory and which are the most effective.

One-quarter of political consultants surveyed said the candidate's own Website was effective for communicating with base voters. Nearly one-half of all consultants (46%) said the best way to reach loyal base voters was through e-mail, followed by traditional means such as direct mail, events and telephone.

Voters were more progressive than political consultants on digital media. The majority of Internet users who vote (87%) figure that candidates will have an official Website, and 70% expect them to use it to raise money and post television ads.

Two out of three voters assume candidates will use online ads, Webcasts and campaign videos on other sites, while only 5% of consultants said those were effective methods.

"We are still seeing a wide gap between what voters expect and what campaigns are delivering online," said Karen Jagoda, president of the E-Voter Institute, in a statement. "The campaign dollars being spent for television ads on the Olympics are not being further enhanced by paid online ads on Olympic-related Websites."



eMarketer estimates online advertising from political campaigns and advocacy groups will reach $50 million this year. Still, only 1% to 2% of political ad budgets will be spent online, compared with 50% to 80% on broadcast TV advertising.