Voters Watching Online Video More Engaged in the Election, Cisco/Compete Survey Finds

Traffic to online video on popular news sites, video blogs, YouTube and other sites has seen a 5x increase since our last presidential election in 2004, but has online video changed how people engage in politics this time around?

The latest results of Cisco’s Visual Networking Index Pulse Survey, which includes data from Compete and responses from about 1,800 registered U.S. voters, found that the internet is second only to television as a significant source of political information this election cycle, and online video users tend to follow the race more closely than those who don’t watch online video.

Key findings include:

  • 62% of respondents said that they regularly access information about the presidential election online through their PCs
  • About 30% of registered voters said they watched video related to the presidential election online, and 75% of them felt it helped them follow events more closely
  • Online video watchers seem to be more engaged in the election than other respondents; 62% of online video users say they follow the presidential election closely, while only 37% of non-online video users do

What might these findings mean after November 4th? One implication is that future candidates will have more targeted and efficient means of reaching voters with their respective messages.

Although TV is still the pervasive medium for news, more people are seeking out video on demand through the internet. Cisco’s Visual Networking Forecast predicted that by 2012, the next time Americans choose a president, there will be a 6x increase in global IP traffic, and that video on demand, television over IP and Internet TV will make up 90% of consumer IP traffic by that time.
For additional results and more information about this study and Cisco’s Visual Networking Index, visit

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