10 Election Stats Showing the Increasing Role of Online Content & Social Sharing

By eleventy marketing group

This week marks the end of the election fever that’s been sweeping the nation for months. Other than the TV analysts who seemed to be having the time of their lives pouring over polls and predictions, most Americans won’t be too sad to see it go. For months, people have been barraged across all media with different messages, promises, facts, maps, insights, insults, and other assorted information and malarkey. Through the mail, on the phone, on TV, and across the Web – everywhere you looked the spotlight was on the election.

Now that the big day has come and gone, we take a look at some interesting stats that emerged from all the hoopla. These stats illustrate the increasing role online content and social sharing now play in news consumption and political persuasion. They also provide some key insights for nonprofit organizations and businesses about how peer influence, online giving and news content can be used in marketing. All these numbers come from the crack researchers over at the Pew Research Center.

Ten Things We Learned From Election 2012

Social Influence

22% of registered voters have let others know how they voted on a social networking site such as Facebook or Twitter.

30% of registered voters have been encouraged to vote for one of the two main candidates for president by family and friends via posts on social media such as Facebook or Twitter.

20% of registered voters have encouraged others to vote by posting on a social networking site such as Facebook or Twitter.

Methods of Giving

10% of 2012 presidential campaign donors contributed via text message or cell phone app.

50% of adults who contributed to a presidential campaign donated online or via email.

67% donated in person, over the telephone, or through the mail.

News Consumption

The number of Americans who say they use social media (Facebook, Twitter and YouTube) as a source of political news has doubled since January 2012.

36% of Americans say they regularly get election news from the Internet, up from 25% in January.

41% of Americans say they regularly learn about the candidates or the campaign from cable news networks, up from 36% during the primaries.

The vast majority of Americans say they regularly rely on multiple platforms to get political information. Just 6% said they turn regularly to just one platform.

What do these stats mean?

1. Social influence is impossible to ignore – You’ve probably seen a million political posts on Facebook from friends, family and acquaintances this election season. Love ’em or hate ’em, these posts have some form of influence on you. What our friends say matters to us. For marketers, finding ways to harness the power of social influence for fundraising and brand sharing is key to future success.

2. Giving people options is essential – People prefer to give and buy in different ways. You need to accommodate their preferences and target your marketing efforts accordingly. For example: If you know 75% of your customers over age 55 prefer to respond by mail, tailor your marketing accordingly. Conversely: if you know individuals under 25 are more likely to donate online, make that a key focus for that audience.

3. Multichannel consumption is the norm – Don’t get too hung up on one channel. Remember, people use all of them in different ways. And they often use them together. Make sure your marketing not only incorporates the different channels, but that the message, branding and overall experience is consistent. You want your multichannel marketing to tie together as seamlessly as possible.

All statistics from the Pew Research Center. You can view the articles and reports containing these stats using the links below:

Social Media and Voting

Presidential Campaign Donations in the Digital Age

Social Media Doubles, But Remains Limited