Citizen 2.0

From the PEW / INTERNET PEW INTERNET & AMERICAN LIFE PROJECT The number of Americans using the Internet for political news has grown 525% since 1996 Yahoo! Proprietary and Confidential. © 2007. All Rights Reserved.

From the PEW / INTERNET PEW INTERNET & AMERICAN LIFE PROJECT The number of Americans using the Internet for political news has grown 525% since 1996 52 Million use the Internet to research policy issues Yahoo! Proprietary and Confidential. © 2007. All Rights Reserved.

From the PEW / INTERNET PEW INTERNET & AMERICAN LIFE PROJECT The number of Americans using the Internet for political news has grown 525% since 1996 50 Million Americans or 15% of all Americans cite the internet as their primary source of political information in 2006 52 Million use the Internet to research policy issues Yahoo! Proprietary and Confidential. © 2007. All Rights Reserved.

From the PEW / INTERNET PEW INTERNET & AMERICAN LIFE PROJECT The number of Americans using the Internet for political news has grown 525% since 1996 26 Million use the internet about politics daily, 140% increase from 2002 The number of Americans using the Internet for political news has grown 525% since 1996 50 Million Americans or 15% of all Americans cite the internet as their primary source of political information in 2006 Yahoo! Proprietary and Confidential. © 2007. All Rights Reserved.

From the PEW / INTERNET PEW INTERNET & AMERICAN LIFE PROJECT The number of Americans using the Internet for political news has grown 525% since 1996 25 Million have fact-checked the candidates online in 2006 The number of Americans using the Internet for political news has grown 525% since 1996 50 Million Americans or 15% of all Americans cite the internet as their primary source of political information in 2006 26 Million use the internet about politics daily, 140% increase from 2002 Yahoo! Proprietary and Confidential. © 2007. All Rights Reserved.

From the PEW / INTERNET PEW INTERNET & AMERICAN LIFE PROJECT The number of Americans using the Internet for political news has grown 525% since 1996 52 Million use the Internet to research policy issues 50 Million Americans or 15% of all Americans cite the internet as their primary source of political information 26 Million use the internet about politics daily, 140% increase since 2002 25 Million have fact-checked the candidates online in 2006 Yahoo! Proprietary and Confidential. © 2007. All Rights Reserved.

From the INSTITUTE FOR POLITICS DEMOCRACY & THE INTERNET Poli-fluentials are Newshounds Internet enables them to take action Blogs are mainstream Poli-fluentials All Respondents Yahoo! Proprietary and Confidential. © 2007. All Rights Reserved. Blogged about politics Left a comment on a political blog Printed out a list of political facts or talking points to use or give to someone else Added your name to an online petition Used a search engine to find information about political issues or candidates Seen a political video or animation on the Internet

Uncertainty has grown three fold for the upcoming 2008 election How did you vote in the 2004 Presidential Election? How do you plan to vote in 2008? Base (1798): Citizen 2.0 (924): Citizen Voter (874) Q: In the 2004 presidential election, which political party did you vote for (for President of the United States)? Q: What political party do you expect to support in the 2008 presidential election? Boxed text indicates significantly higher differences at 95% level of confidence 2004 How I Voted 2008 How I plan to vote +289% -38% -14% Yahoo! Proprietary and Confidential. © 2007. All Rights Reserved. Independent /Undecided Republican Democrat

Gave rise to these questions Has the Internet impacted citizen engagement in democracy? How does the democratization of online information effect the political process? Does the Internet accelerate citizen activism? What are hot buttons for this election? Yahoo! Proprietary and Confidential. © 2007. All Rights Reserved.

AGENDA METHODOLOGY THE EMERGENCE OF CITIZEN 2.0 THE MEDIA REVOLUTION SPARKING THE SEARCH FOR INFORMATION THE POWER OF CONNECTION CONCLUSION & IMPLICATIONS Yahoo! Proprietary and Confidential. © 2007. All Rights Reserved.

Methodology QUALITATIVE ETHNOGRAPHY 24 In Home Interviews of voters who are… Interested in Politics Registered Voter/Voted in last Presidential election Used the Internet for political information Active in the community

Methodology QUANTITATIVE SURVEY Quantifying Key Trends 1,798 Surveys among: Registered Voter Voted in last Presidential election or Plan to vote if under 18 Recruited to represent national voter demographics Boxes indicate significant difference at 95% level of confidence Surveyed: August 2007

This can be summarized as the need for two things MORE INFORMATION BETTER, LESS BIASED INFORMATION

A new voter has emerged: CITIZEN 2.0 SHARING Like connecting with other voters, discussing and sharing information and political views SKEPTICISM Highly skeptical about political news and want more balanced presentations in articles SEARCHING Connected searchers, avid users of the Internet and other sources to search information and learn about politics Yahoo! Proprietary and Confidential. © 2007. All Rights Reserved.

Citizen 2.0 cannot be ignored – they represent more than half of voters Sizing the Market * Projections Based on 122M Voters from 2004 Presidential Election Source : 71% of US Americans Currently Online | PEW Internet Life Study March 2007 51% 44.6MM 87MM Voters Online* 49% 42.2MM Citizen 2.0 Citizen Voter Yahoo! Proprietary and Confidential. © 2007. All Rights Reserved.

There are few demographic differences… Demographic Profile * Projections Based on 122M Voters from 2004 Presidential Election Source : 71% of US Americans Currently Online | PEW Internet Life Study March 2007 Base (1798): Citizen 2.0 (924): Citizen Voter (874) 45 years 44 years Mean AGE 34% 32% Single MARITAL STATUS 66% 68% Paired 80% 84% College+ EDUCATION 64% 57% No Children HH SIZE 1 1.4 Mean # Children 42% 36% <$50K HH INCOME 58% 64% >$50K GENDER 54% 48% Female 46% 52% Male Citizen Voter Citizen 2.0

...mindset is the key differentiator Strongly Agree/Agree with the following statements… (Top 2 Box on a 7pt. scale) Base (1798): Citizen 2.0 (924): Citizen Voter (874) Q: Please indicate your level of agreement/disagreement with the following statements using a scale of 1-7, where 1 represents “Strongly Disagree” and 7 represents “Strongly Agree.” Boxed text indicates significantly higher differences at 95% level of confidence Citizen 2.0 Citizen Voter I connect with people online to discuss political candidates/social issues Politics and social issues are a big part of who I am I pay attention to ads regarding political candidates & social issues The Internet empowers groups of people to get together and act Knowing what is going on politically is the responsibility of every citizen

Citizen 2.0 believes local community activism is critically important… Strongly Agree/Agree with the following statements about local community… (Top 2 Box on a 7pt. scale) Base (1798): Citizen 2.0 (924): Citizen Voter (874) Q: Please indicate your level of agreement/disagreement with the following statements using a scale of 1-7, where 1 represents “Strongly Disagree” and 7 represents “Strongly Agree.” Boxed text indicates significantly higher differences at 95% level of confidence Citizen 2.0 Citizen Voter I’m usually the person that gets my friends to pitch in Social/ political organizations really need my help Community involvement is important to who I am My contribution to social/political organizations is important Every citizen should volunteer somewhere

…and Citizen 2.0 is significantly more likely to volunteer time and contribute money Thinking about the past 4 years, which of the following have you done… Base (1798): Citizen 2.0 (924): Citizen Voter (874) Q: In the past 4 years, have you ever volunteered for an organization related to political/social issues that interest you? Q: In the past 4 years, have you ever contributed money to a political campaign? Q: In the past 4 years, have you ever performed volunteer work for a political campaign? Boxed text indicates significantly higher differences at 95% level of confidence Citizen 2.0 Citizen Voter Did volunteer work for an organization Did volunteer work for a political campaign Contributed money to campaign

Citizen 2.0 has strong opinions on corporate policy… Strongly Agree/Agree with the following statements… (Top 2 Box on a 7pt. scale) Base (1798): Citizen 2.0 (924): Citizen Voter (874) Q: Please think about political policy on US Corporations. First, using a scale of 1-7, where 1 represents “Strongly Disagree” and 7 represents “Strongly Agree,” please tell us how you feel about each of the following: Boxed text indicates significantly higher differences at 95% level of confidence Citizen 2.0 Citizen Voter Companies should be prohibited from doing business in countries that underpay workers When corporations make big profits, it’s good for our economy Laws requiring companies to adhere to strict environmental is often bad for our economy Tariffs and import taxes when doing business with other countries Corporations will "buy" our legislators at the consumer's expense Oil companies do not pay their fair share of taxes The government should take steps to regulate imports from China

…and is twice as likely to act on their beliefs Definitely act in support or opposition… (Top 2 Box on a 7pt. scale) Base (1798): Citizen 2.0 (924): Citizen Voter (874) Q: Now, please think about how likely you are to “act” (e.g., talk about with others, write a letter, donate time money, etc.) regarding these issues (either “for” or “against”). Please use a scale of 1-7, where 1 represents “I definitely would not do anything about this issue”, and 7 represents “I would definitely act (either in support or opposition) of this statement”. Boxed text indicates significantly higher differences at 95% level of confidence Citizen 2.0 Citizen Voter Companies should be prohibited from doing business in countries that underpay workers When corporations make big profits, it’s good for our economy Laws requiring companies to adhere to strict environmental is often bad for our economy Tariffs and import taxes when doing business with other countries Corporations will "buy" our legislators at the consumer's expense Oil companies do not pay their fair share of taxes The government should take steps to regulate imports from China

Startling consistency… Whether conservative or liberal, libertarian or socialist, people today tend to feel that the traditional media is broken “ the mainstream media is biased towards liberals" biased towards conservatives" celebrity obsessed" follows one story a day" slow" a monologue" Yahoo! Proprietary and Confidential. © 2007. All Rights Reserved.

…they trust the Internet People are now looking to the Internet as their most trusted, most used resource “ internet politics means I can go as deep as I want" is fast" means interaction" means I can have immediate influence" allows for a multiplicity of views" can get me closer to politicians and their true views" Yahoo! Proprietary and Confidential. © 2007. All Rights Reserved.

Provide the tool needed for a media revolution Americans of all political beliefs believe the Internet has changed the political process by providing: Easily accessible in-depth information on issues and candidates, from local to global An opportunity for politicians to speak directly to their constituents with minimum intermediary interference A more active role for voters through increased opportunity for: dialogue with other voters, advocacy around issues, and direct communication with politicians Yahoo! Proprietary and Confidential. © 2007. All Rights Reserved.

In general, most voters use multiple media sources to learn about candidates and issues How Voters Use Media Sources CANDIDATES That I don't know Learn More About Full Platform ISSUES Important to me I need to know about SOURCES TV Programs Search Candidate Websites TV Ads Newspapers Friends and Family News Websites Yahoo! Proprietary and Confidential. © 2007. All Rights Reserved.

Citizen 2.0 is much more engaged in media… People & Traditional sources used to gather information and learn about politics in the past 3 months… Base Range (1730 to 1798): Citizen 2.0 (905 to 924): Citizen Voter (825 to 874) Q: Here is a list of sources that others like you have said they use to gather information and learn about political issues and political candidates. Thinking of the past 3 months, please indicate which you have used to learn about political issues/candidates by selecting “Yes” or “No” to each. Boxed text indicates significantly higher differences at 95% level of confidence Citizen 2.0 Citizen Voter Magazine/Newspaper ads Television ads Newspapers Magazines Radio ads Outdoor advertising Television programs City officials or community organizations Friends or family

…and significantly more likely to leverage online sources Online sources used to gather information and learn about politics in the past 3 months… Base Range (1730 to 1798): Citizen 2.0 (905 to 924): Citizen Voter (825 to 874) Q: Here is a list of sources that others like you have said they use to gather information and learn about political issues and political candidates. Thinking of the past 3 months, please indicate which you have used to learn about political issues/candidates by selecting “Yes” or “No” to each. Boxed text indicates significantly higher differences at 95% level of confidence Citizen 2.0 Citizen Voter Online Political Groups Internet display advertising Blogs and Politically Based Websites Candidate websites Search engines News websites

Give me an ‘authentic’ politician! Voters have been asking for this since politics began, even though some have called it ‘the ultimate oxymoron’! CANDIDATE BLOGS WEB VIDEOS REGULAR EMAILS LONG FORM POLICY STATEMENTS MORE WAYS TO CONNECT WITH VOTER MORE WAYS FOR VOTER TO ADD TO NARRATIVE

Citizen 2.0 seeks unbiased, non-partisan coverage in political news… Strongly Agree/Agree with the following statements… (Top 2 Box on a 7pt. scale) Base (1798): Citizen 2.0 (924): Citizen Voter (874) Q: Take a look at the list below and tell us how much you agree or disagree with each statement, using a scale of 1-7 where 1 represents “Strongly Disagree” and 7 represents “Strongly Agree”. Boxed text indicates significantly higher differences at 95% level of confidence Citizen 2.0 Citizen Voter I want balanced coverage when I read political news and articles I enjoy learning about opposing political viewpoints that are not my own It is important to learn about opposing political viewpoints that I don’t believe in

…and authenticity from political leaders Strongly Agree/Agree with the following statements… (Top 2 Box on a 7pt. scale) Base (1798): Citizen 2.0 (924): Citizen Voter (874) Q: Take a look at the list below and tell us how much you agree or disagree with each statement, using a scale of 1-7 where 1 represents “Strongly Disagree” and 7 represents “Strongly Agree”. Boxed text indicates significantly higher differences at 95% level of confidence Citizen 2.0 Citizen Voter I am looking for authenticity in political leaders There is little truth in politics today I don’t feel like I get enough information from speeches

Citizen 2.0 uses a number of media sources to formulate opinions on issues Is influential in formulating my opinion on political/social issues (Strong Agree/Agree - Top 2 Box on a 5pt. scale) Base Range (482 to 1468): Citizen 2.0 (299 to 810): Citizen Voter (183 to 658) Q: Again, thinking about these resources, please give each one a score between 1 and 5, where a ‘1’ means you ‘strongly disagree’ that the statement applies to the resource and ‘5’ means you ‘strongly agree’ that it applies to the resource when it comes to political information. Please select one score per resource for each attribute. Boxed text indicates significantly higher differences at 95% level of confidence Citizen 2.0 Citizen Voter News Websites Display Ads Newspapers Television Programs Candidate Websites Search Engines

Citizen 2.0 relies on search engines to comb the Internet for political information Strongly Agree/Agree with the following statements… (Top 2 Box on a 7pt. scale) Base Range (1789 to 1798): Citizen 2.0 (919 to 924): Citizen Voter (870 to 874) Q: Please indicate your level of agreement/disagreement with the following statements using a scale of 1-7, where 1 represents “Strongly Disagree” and 7 represents “Strongly Agree.” Q: How often do you use a search engine to look for information about political issues? Q: How often do you use a search engine to look for information about political candidates? Boxed text indicates significantly higher differences at 95% level of confidence I use search engines weekly to look for… Citizen 2.0 Citizen Voter … information about political candidates … information about political issues I do online searches to find out all I can about political candidates & social issues

Citizens pay special attention to media relating to their most important issues… With issues most important to you, what do you do to find more information… Base Range (1743 to 1751): Citizen 2.0 (910 to 915): Citizen Voter (833 to 836) Q: You indicated that you are interested in <INSERT SELECTION>. Below please indicate what you do to find information related to this social/political issue. Boxed text indicates significantly higher differences at 95% level of confidence Citizen 2.0 Citizen Voter I pay special attention to ads regarding this issue online I do online searches to find out all I can about this issue I pay special attention to ads regarding this issue on TV, print or radio I watch TV programs about this issue I like to read articles online regarding this issue

…and specifically leverages the Internet to find out where candidates stand on issues With issues most important to you, what do you do to find more information… Base (1751): Citizen 2.0 (915): Citizen Voter (836) Q: You indicated that you are interested in <INSERT SELECTION>. Below please indicate what you do to find information related to this social/political issue. Boxed text indicates significantly higher differences at 95% level of confidence Citizen 2.0 Citizen Voter I went online to see where a presidential candidate stood on this issue

Create opportunities to leverage spark events to engage targeted voters with an amplified message ENGAGEMENT SIZE OF AUDIENCE RIGHT AUDIENCE General Sites Official Sites TV Program Magazines Newspapers Search Cell Phone Alerts Email RSS Feed Blogs Photo Sites Video Sites Instant Messaging Message Boards User Created Community Sites

The large majority of Citizen 2.0 will chase issues that 'spark' their interest… Think about the last time you saw a social/political ad that sparked your interest, what did you do? Base (1798): Citizen 2.0 (924): Citizen Voter (874) Q: Please think about the last time you saw an advertisement (television, printed, online, or radio) regarding a social or political issue that sparked your interest. Which of the following did you do? Please select all that apply. Boxed text indicates significantly higher differences at 95% level of confidence Citizen 2.0 Citizen Voter I took no action or haven’t seen anything that has moved me to act I looked for more information

…and the opportunity to leverage the Internet to specifically reach Citizen 2.0 Think about the last time you saw a social/political ad that sparked your interest, what did you do? Base (1798): Citizen 2.0 (924): Citizen Voter (874) Q: Please think about the last time you saw an advertisement (television, printed, online, or radio) regarding a social or political issue that sparked your interest. Which of the following did you do? Please select all that apply. Boxed text indicates significantly higher differences at 95% level of confidence Citizen 2.0 Citizen Voter … contact the organization directly … discussed via IM, chat, or email. … read an opinion on a blog … read news stories online ...did an online search to learn more … spoke with friends or family about issue

Online political communities form around shared views, opportunities for dialogue and advocacy around issues and candidates Deeper understanding of the issues, the kind of long-form info that the broadcast media doesn’t give enough time to. Politicians positions at length, unedited. A true understanding of where they stand on the issues Information about issues that they are concerned with – the ultimate use of ‘pull’ technology of net, rather than push technology of TV/print The online space creates “political communities” that aren’t just on the Internet The Internet does NOT reduce in-person interaction, it facilitates it! Online political communities begin via the Internet but often evolve to include in-person coalitions Online/offline activities are not used exclusively but rather in coordination

The Internet provides a tool with the reach and targeting needed to get a political community started… Oiste Drink Liberally/Bull Moose San Fernando Valley Republicans Club sfvrc.org Meetup

Citizen 2.0 is far more likely to be connected to networks of other voters… Thinking about the past 3 months, which of the following have you done… Base (1798): Citizen 2.0 (924): Citizen Voter (874) Q: Have you done any of the following in the past 3 months? Boxed text indicates significantly higher differences at 95% level of confidence Citizen 2.0 Citizen Voter Attended a group meeting of like-minded political people Joined a political group online (such as a Yahoo! Group or the like) Attended a rally or fund raiser for a political candidate

…especially around issues that are most important to them With issues most important to you, what do you do to find more information… Base Range (1751): Citizen 2.0 (915): Citizen Voter (836) Q: You indicated that you are interested in <INSERT SELECTION>. Below please indicate what you do to find information related to this social/political issue. Boxed text indicates significantly higher differences at 95% level of confidence Citizen 2.0 Citizen Voter I connect with people OFFLINE who have similar beliefs about this issue I connect with people ONLINE who have similar beliefs about this issue

Citizen 2.0 also actively leverages social media to participate in politics I've done the following in the past 3 months… Base Range (899 to 1798): Citizen 2.0 (547 to 909): Citizen Voter (352 to 813) Q: Have you done any of the following in the past 3 months? Boxed text indicates significantly higher differences at 95% level of confidence Citizen 2.0 Citizen Voter Posted a comment to an entry of something political Posted a question to a political official online Written on your personal blog regarding something political in nature

Citizen 2.0 blasts apart the myth that political conversation is taboo… Strongly Agree/Agree with the following statements… (Top 2 Box on a 7pt. scale) Base (1798): Citizen 2.0 (924): Citizen Voter (874) Q: Take a look at the list below and tell us how much you agree or disagree with each statement, using a scale of 1-7 where 1 represents “Strongly Disagree” and 7 represents “Strongly Agree”. Boxed text indicates significantly higher differences at 95% level of confidence Citizen 2.0 Citizen Voter It is important to connect with others that share my political beliefs I enjoy discussing politics among my colleagues I often discuss my political views because someone else has brought up the topic I enjoy discussing politics among my family and friends

…and will have significantly more conversations around their political beliefs Number of conversations where politics have come up with friends and family in the past month… 51% 87MM Voters Online* 49% Citizen 2.0 Citizen Voter 44.6MM 42.2MM Voters Online* 10.2 5.7 Avg Number of Political Conversations in past month x x 455MM 198MM Number of Political Conversations per month * Projections Based on 122M Voters from 2004 Presidential Election Source : 71% of US Americans Currently Online | PEW Internet Life Study March 2007 Blue/Red boxes indicate significantly higher/lower differences at 95% level of confidence Base (1121): Citizen 2.0 (662): Citizen Voter (459) Q: In the past month, how many times have your political views come up in conversation with friends, family members, or colleagues?

Summary Citizen 2.0 voters represent 51% of American voters Citizen 2.0 voters are no different demographically; however they are considerably different in terms of skepticism towards traditional media and are more engaged with searching and sharing political information with friends and family The Internet impacts citizen engagement in democracy Citizen 2.0 is more highly engaged in many media sources and significantly more likely to leverage online sources, with 87% visiting news sites to learn about politics and 82% using online search to find political information When "spark events" happen, 82% of Citizen 2.0 voters will chase stories and look for additional information As Citizen 2.0 chases a spark event, they will hone in on the information available, seeking an “authentic” source The Internet provides a tool for amplifying political messages Citizen 2.0 is part of large social media networks and will activate these networks to discuss issues important to them, candidates and spark events Citizen 2.0 blasts apart the myth that political conversation is taboo; they enjoy talking about their political beliefs and will have twice as many politically charged conversations as the average voter

Implications Connect, Engage & Drive Action Online Leverage the power of the Internet to connect directly with Citizen 2.0 Develop a robust online presence so when Citizen 2.0 searches for political information, it’s you they find Provide opportunity for deep engagement – Citizen 2.0 wants to be an active participant in your political campaign Have a Holistic Online-Offline Strategy Online conversations and communities have the potential to become strong local offline campaigners and contributors. Engage with online political communities and provide an in-person presence for their offline, in-person gatherings Leverage Spark Events For Greater Reach Develop strategies to act fast around spark events that provide opportunity for your campaign to amplify its stance on issues. Citizen 2.0 will chase spark events and spread what they find to their large social media networks – spark events present incredible opportunity to reach broad networks of engaged voters Connect with your feet on the street amplifiers Citizen 2.0 has twice the number of conversations around politics and social issues than the traditional voter on an ongoing basis, and they enjoy the challenge of "talking politics" and convincing their friends.

Study Commissioned By: Richard Kosinski VP, Political Advertising, Yahoo! [email_address] Research inquiries may be directed to: Edwin H. Wong Yahoo! 3333 Empire Avenue, Blg 5-2 nd Floor Burbank, CA 91504 p: 818.524.4507 [email_address] Citizen 2.0 Team: Edwin H. Wong Director of Customer Insights Organization, Yahoo! Christina Mautz Senior Marketing Manager, Yahoo! Glenn R. Kessler Co-Founder and Managing Partner, HCD Research Peter Smith Vice President, HCD Research Erin Carbone Analyst, HCD Research Chris Hubble CEO, Hall & Partners Liam Daley Partner, Hall & Partners Jon McNeill Account Manager, Hall & Partners

Citizen 2.0

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