By: Jennifer Saba People who read online newspapers tend to be more active in politics than general online users, according a survey released today by the Newspaper Association of America.
Conducted by Nielsen//NetRatings Political View, the survey found that 41% of online newspaper readers are more likely to attend a political meeting, rally or dinner. Thirty-nine percent are more likely to have worked for a political candidate or party. And 36% are more likely to have donated money to a political campaign or party.
People who read papers online are also more likely to vote in national and local elections: Eighty-two percent voted in the 2000 presidential elections and 69% voted in the most recent local election.
"These findings demonstrate what a crucial audience online newspaper users are for candidates and advocacy organizations to reach," said John Kimball, senior vice president and chief marketing officer at the NAA, in a statement. "People who visit newspaper Web sites are not only well-informed generally, but on matters of politics and government, they are among the most active participants. They help shape the national political debate and influence others."
The survey polled 9,400 online users nationwide during November and December 2003. Of the respondents, 2,628 reported having visited at least one newspaper online within 30 days of completing the survey.
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