voters read - readers vote
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results of voter survey Moore Research, sponsored by National newspaper AssociationTRANSCRIPT
Readers Vote, Voters Read:Voters & Newspaper Media 2012
131 million
146 million
206 million
0 25 50 75 100 125 150 175 200 225
Voted
Registered to Vote
Eligible to Vote
2008 Election (Millions of U.S. Citizens, 18+)
Reference Point: Voting in 2008
2Source: Census Bureau, “Voting and Registration in the Election of November 2008”
71% of Eligible
64% of Eligible
90% of those who registered … voted
Eligible Base = 100%
2008: Those Who Register … Vote
3Source: Census Bureau, “Voting and Registration in the Election of November 2008”
And the older you are, the more likely you are to register and vote.
Age
% Eligible Who
Registered
% of Registered Who Voted
18‐34 53% 85%
35‐44 63% 90%
45‐54 67% 92%
55‐64 71% 93%65+ 70% 91%
New Survey Data for 2012
• Sample frame: current registered voters
• Online survey: conducted by Moore Information
• Respondents: 2,000 registered voters
• Fieldwork: conducted January 17-18, 2012
4Source: Moore Information, January 2012
Overall Results
92%
74%63%
ʹ08 Presidential Last Statewide Election Last Local Election
Voted in Election (Registered Voters)
5Source: Moore Information, January 2012
18%
22%
19%
17%
23%
0% 5% 10% 15% 20% 25%
18‐34
35‐44
45‐54
55‐64
65+
Age Composition of Registered Voters in Survey
Voter Base Is Aging
6
40%59%
Source: Moore Information, January 2012
Voting Skews by Age
7
Among those registered to vote:
Voting in Recent Election Total 18‐34 35‐44 45‐54 55‐64 65+I voted in the 2008 presidential election.
92% 82% 92% 94% 95% 96%
I voted in the last election in my state for statewide offices, such as governoror state legislature.
74% 54% 71% 76% 82% 84%
I voted in the last election for local offices, such as city or county or township or school board.
63% 44% 57% 66% 71% 76%
Source: Moore Information, January 2012
Voters Connect With Newspaper Media
57%62% 64%
76% 78% 79%84% 86% 86%
ʹ08 Presidential Last Statewide Election
Last Local Election
Daily/Several Times Per Week
Once a Week or More Often
Print/Online Once a Week or More Often
8Source: Moore Information, January 2012
Older Voters Connect More Often
9
Newspaper Media 18‐34 35‐44 45‐54 55‐64 65+Read Daily/Several Times Per Week 44% 51% 57% 60% 65%Read Once a Week or More Often 67% 73% 78% 76% 79%Print/Website Once a Week or More 79% 84% 85% 83% 84%
Among those registered to vote:
Source: Moore Information, January 2012
Voters and Sunday Reading
10
78% of registered voters have read/looked into Sunday newspapers.
70% read every Sunday or most Sundays.
56% of those who have read on Sunday do so every Sunday.
Source: Moore Information, January 2012
Party Affiliation and Newspaper Media
11Source: Moore Information, January 2012
56%
74%
83%
53%
73%
81%
57%
76%
84%
Read Daily/Several Times Per Week Read Once a Week or More Often Print/Website Once a Week or More
Rep.
Ind.
Dem.
The Importance of Being Local
12
Reliable, Accurate,In‐Depth Information
13Source: Moore Information, January 2012
For local political/civic issues that impact your specific locality, five‐point scale:
Total Reliable (4‐5)
Local Newspapers 57%Local TV Stations 55%Local Radio Stations 43%Local Websites 39%Social Media Websites 14%
Reliable, Accurate Websites
14Source: Moore Information
For local political/civic issues that impact your specific locality, five‐point scale:
Source: Moore Information, January 2012
Total Reliable ( 4‐5)
Local Newspaper's website 51%
Local TV Station's Website 50%
Local Radio Station's Website 36%
Other Types of Websites 23%
Candidate's website 22%
Social Media Websites 14%
Voters Age 18‐34 and Websites
15
For local political/civic issues that impact your specific locality, five‐point scale:
(Total Reliable, 4‐5)
Source: Moore Information, January 2012
56%
52%
35%33%
40%
22%
Local Newspaper’s Website
Local TV Station’s Website
Local Radio Station's Website
Other Types of Websites
Candidate’s Website Social Media Websites
Are Political Ads Annoying?
16
Newspaper Ads: Least Annoying
17
54%50%
43%39%
27%
18%
0%
10%
20%
30%
40%
50%
60%
Local TV Network TV Cable TV Radio Internet Local Newspapers
Source: Moore Information, January 2012
Older Voters: More Annoyed
18
“When you see advertising for candidates running for public office, in which of the following media do you find the advertising annoying?“
18‐34 35‐44 45‐54 55‐64 65+
Local TV 49% 58% 51% 53% 56%Network TV 44% 50% 49% 50% 57%Cable TV 47% 43% 38% 39% 47%Radio 44% 43% 35% 41% 32%Internet 25% 27% 23% 27% 30%Local Newspapers 15% 14% 21% 19% 22%
Source: Moore InformationSource: Moore Information, January 2012
Mobile Platforms
19
• One in four (25%)report planning to use a mobile device (smartphone or tablet) to check for news about campaigns and elections.
Source: Moore InformationSource: Moore Information January, 2012
Mobile News Sources
20
Newspaper Sources 58%National TV Sources 58%Social Media Websites 41%Local TV Sources 33%Other Kinds of Sources 27%Radio Sources 20%
For those 25% who plan to use mobile devices to check for campaign/election news:
Source: Moore Information, January 2012
Mobile News Use Skews Young
21
Age breakdown of 25% who plan to use mobile devices to check campaign/election news:
25%
48%
36%
18%16%
7%
0%
10%
20%
30%
40%
50%
60%
All Ages 18‐34 35‐44 45‐54 55‐64 65+
Plan to Use Mobile Device to Check Campaign/Election News
Source: Moore Information, January 2012
Younger Voters and Mobile
22
For those 48% of ages 18‐34 who plan to use mobile devices to check for campaign/election news:
Newspaper Sources 62%National TV Sources 55%Social Media Websites 53%Local TV Sources 34%Other Kinds of Sources 26%Radio Sources 18%
Source: Moore Information, January 2012
Political Contributors
23
• Overall, slightly more than 1 in 10 (11%) reported contributing money to a political organization or candidate since they last voted or registered to vote.
• For those who voted in last local election, 14% contributed money.
Source: Moore Information, January 2012
Contributors Are Readers
24
Among those 11% who contributed money to political organizations/candidates:
Source: Moore Information, January 2012
82%
63%
91%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Read Daily/Several Times Per Week
Newspaper Website Once a Week or More
Print/Website Once a Week or More Often
Summary
25
Those who register are highly
inclined to turn out to vote.
Four in 10 registered voters are 55+;
nearly six in 10 are 45+.
Voters are connected with
newspaper media.
Newspapers’ reach among older
voters is significant.
Voters rely on local newspapers for
local civic and political issues.
Voters are least annoyed by newspaper campaign ads.
Local newspaper websites are especially reliable for younger voters.
Mobile devices for campaign news attract 1 in 4 voters, especially the young.
Newspaper sources on mobile devices resonate with a young audience.
Monetary contributors are a small portion of voters overall, but they are highly engaged with newspaper media.
Newspaper Association of America
NAA ContactsCaroline Little, President & CEO: [email protected]
Randy Bennett, SVP/Business Development: [email protected]
Mort Goldstrom, VP/Advertising: [email protected]
Jim Conaghan, VP/Research: [email protected]