Majority of American Voters Relied on the Internet for Political Decision Making in 2020, First of its Kind Survey Finds
The Center for Campaign Innovation, a 501(c)(4) nonprofit research organization guiding conservatives through the digital transformation of politics, conducted a first of its kind nationwide post election survey studying voters’ usage of technology and interaction with campaigns.
The online survey was conducted from November 1-5, 2020 among 1,200 voters nationally. The margin of error for the survey is ± 2.8%. Respondents were matched to the Data Trust voter file, with the data weighted to match the election results. In addition to the survey of voters, there was an oversample of donors to political campaigns and organizations. A total of 541 donors were interviewed. The margin of error for this survey is ± 4.2%.
The survey is the only nationwide poll dedicated exclusively to understanding voters’ digital media consumption, technology usage, and online interactions with political candidates. It was made possible by a grant from the American Action Network and was conducted by David Kanevsky of 3D Strategic Research. .
The new report covers five key highlights from the research and some additional individual findings. Click here to visit the report website.
- Digital campaigning IS campaigning
- Digital transformation of politics has already happened
- Significant untapped potential remains for campaigners online
- Generational differences in media consumption and technology usage are not accounted for by campaigns
- Voters’ attention is diffuse across dozens of platforms
The data tells the story of an American political landscape transformed by technology, both in terms of how voters consume information and make political decisions as well as how candidates and their campaigns reach, persuade, and mobilize voters.
For campaigners there remain significant, untapped opportunities with the use of digital marketing and technology, but the pace of change is accelerating. Cutting-edge innovations including artificial intelligence (AI), machine learning (ML), and natural language processing (NLP) are already being deployed in politics.
While maintaining competitive advantages is often the primary motivator for partisans to pursue innovation and implement new technology, it ultimately makes our political process more engaged with and responsive to voters. We encourage candidates and their allies to embrace the opportunities highlighted in this data to further strengthen the effectiveness of our democratic system.