Whoever wins today’s US Presidential election, and recent history suggests there might be some dispute over the outcome, the UNDISPUTED winners were online video users.
A Cisco study found that online video viewers,who as we have pointed out in past posts include nearly 75% of all US internet users, were much more engaged in this year’s election than in 2004. Obviously, there is much more online video available than in 2004, so the results should be viewed as a harbinger for 2012 rather than a look back at 2004.
Some topline results:
- 62% of online video users followed the election closely, compared to 37% of non-users
- 84% gave “quite a lot of thought” to this year’s election, with 68% saying they were more interested in politics than in 2004
- 75% felt that using online video helped them follow the election more closely
The ability to research and verify the candidates’ claims and counterclaims, the ability to time shift and examine their positions at one’s leisure, watch speeches and generally devote more time than cable or broadcast TV coverage permit are all contributing factors to this sea change. Undoubtedly, the Democratic ticket took much greater advantage of the internet in its imaginative use of online media and the web in general. But the study revealed no significant differences in either gender or income in terms of online video usage, so the playing field is open and level.
2012 and beyond will see vast increases in online media uses on the part of both parties, making 2008 look like 1908.
I’ve got a great idea: how about Twitter debates?
UPDATE: Apparently, we have an undisputed winner. No fighting about outcomes this time around.