“More candidates are using the Internet to reach voters, but overall, politicians are spending a tiny portion of their budgets online, just as most corporations were doing several years ago,” said Richard Kosinski, vice president of political advertising for Yahoo!. “We don’t think the 2008 election will turn on which candidate has the best blog or wiki. But we are saying that many campaigns are missing the important opportunity to tap into the great enthusiasm that Citizen 2.0 brings to the political process – and it’s easier than ever to do given the innovations in technology, the rise of social media, and the advancements in online advertising.”
...In identifying behaviors and characteristics of Citizen 2.0, the new research highlights the unique opportunity for candidates to help feed these voters’ insatiable appetite for political information from a variety of sources. Citizen 2.0 likes connecting, sharing opinions, and discussing political views, and is more likely to volunteer time and contribute money to a candidate. Researchers also found that these voters rely on the Internet as their most trusted, and frequently used resource for gathering information, and communicating about politics:
- 87 percent use news Web sites to gather information and learn about politics
- 82 percent use search engines
- 56 percent use candidate Web sites
- 51 percent use blogs and politically-based Web sites
- 40 percent use online political groups"
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