Flickr Photo by: neotint Netpop ® Vote 2008 Presented by Netpop Research, LLC www.netpopresearch.com

While the polls told us who was up and down from one day to the next, Netpop | Vote 2008 reveals how the most powerful medium since television informed the average person in this historic election. Findings offer valuable lessons for future campaigns striving to reach their bases of support online.

How did the Internet impact the attitudes and voting behaviors of Obama and McCain supporters?

The Internet had a greater impact on Obama supporters than McCain supporters Base: All respondents who answered ‘6‘ (Strongly Agree) on 6 point scale Ns vary

20% of Obama supporters said the Internet led them to change their mind about which candidate they preferred, versus 9% of McCain supporters The Internet had a greater impact on Obama supporters than McCain supporters Base: All respondents who answered ‘6‘ (Strongly Agree) on 6 point scale Ns vary

46% of Obama supporters said the Internet made them more engaged in the political process, versus 38% of definite McCain supporters The Internet had a greater impact on Obama supporters than McCain supporters Base: All respondents who answered ‘6‘ (Strongly Agree) on 6 point scale Ns vary

Wasn’t social networking supposed to be an important factor in this election?

Yes, but general news sites (such as CNN.com) and email remain the most used sources Base: All respondents who have used Internet to learn about the candidates Ns vary Social networking sites (6%) Email newsletters/alerts (19%) General news sites (40%)

Obama supporters are more likely to have used political blogs, while McCain supporters preferred email Base: All respondents who have used Internet to learn about the candidates Ns vary Political blogs (15%) Personal emails from friends/family (31%)

How do McCain supporters differ from Obama supporters?

More different than you might think—supporters of each candidate have distinctly different interests both online and off Base: All respondents who indicated they definitely support either Obama/Biden or McCain/Palin N=2031

Base: All respondents who indicated they definitely support either Obama/Biden or McCain/Palin N=2031 More different than you might think—supporters of each candidate have distinctly different interests both online and off McCain supporters are more interested in Fishing, Family, and Football by 8% Obama supporters are more interested in Art (9%), Music (8%), and Theater (7%)

Obama supporters are online more than McCain supporters—weekdays and weekends—regardless of age Average minutes spent online on typical weekday Average minutes spent online on typical weekend day Base: All respondents who indicated they definitely support either Obama/Biden or McCain/Palin N=2031

The data is based on an online survey of 3581 U.S. broadband Internet users 18 and older. Questions on voting intention and the impact of the Internet on candidate perceptions are part of a more extensive annual survey conducted by Netpop Research, LLC dedicated to understanding how high-speed Internet connectivity is changing the way people work, shop, play and communicate. For more in depth analysis of this topic, please go to www.netpopresearch.com

Netpop Research, LLC www.netpopresearch.com