Millennial Likely Voters Use Digital Video to Learn About Political Candidates - eMarketer
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Millennial Likely Voters Use Digital Video to Learn About Political Candidates

In addition to digital video, some users turn to TV news

April 6, 2016 | Advertising & Marketing | Video

While more than half of US likely voters who use digital video to learn about political candidates are millennials, some older generations are also turning to the channel to better understand political candidates and issues, according to January 2016 research.

Google and Ipsos Connect, formerly Ipsos MediaCT, surveyed 2,022 US adults, breaking out a sample of likely voters from the overall group. Nearly a quarter (24%) of the likely voters who used digital video to learn about political candidates were 18- to 24-year-olds. Additionally, more than a third (35%) were 25 to 34.

While using digital video to better understand political issues is more concentrated among young adults, their older counterparts also turn to the channel. For example, 15% of likely voters who learn about candidates via digital video were 35- to 44-year-olds.

Digital video is not the only channel many use to learn about political candidates. A separate October 2015 survey from Lab42 looked at ways in which US internet users research and learn about political candidates prior to elections.

The study found that TV news and TV debates were still the primary ways in which US internet users research and learn about political candidates prior to elections. In fact, more than two-thirds of respondents said they rely on TV news sources and television debates to learn more about political candidates.

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