Political Blog Visitors Skew Older, Wealthier, More Male than Overall U.S. Internet Population
RESTON, VA, October 22, 2008 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a study of visitation to political blogs and news sites during the 2008 presidential election season, which showed strong gains at most sites compared to year ago. HuffingtonPost.com led among a group of selected stand-alone political blogs and news sites with 4.5 million visitors in September, up 472 percent versus year ago, while Politico.com attracted 2.4 million visitors (up 344 percent) and DrudgeReport.com saw 2.1 million visitors (up 70 percent).
“With each new election cycle, the Internet is playing a more significant role in shaping the stories of the day that are so crucial in formulating public opinion on issues and candidates,” said Andrew Lipsman, senior analyst at Comscore. “That most mainstream news outlets now have their own political blogs is a testament to their increasing reach and influence. However, several independent blogs unaffiliated with larger media outlets paved the way in this space and are really beginning to enter the mainstream public consciousness with this current election cycle.”
*Stand-alone refers to blogs unaffiliated with larger news properties, such as the New York Times Caucus Blog or Time’s“The Page”.
Some additional findings include:
Political Blog Visitors Skew Older and Wealthier Than Average Americans
Looking at the demographic profiles for the top three sites, HuffingtonPost.com, Politico.com and DrudgeReport.com, one can conclude that visitors to these sites tend to be older, wealthier, and more likely to be male than the average U.S. Internet user.
Of the three sites, Politico.com skewed the oldest with 23 percent of its visitors age 55 and older, while DrudgeReport.com skewed wealthiest, with 40 percent of its visitors earning at least $100,000 a year, and had the highest concentration of males at 57 percent. HuffingtonPost.com, the site with the largest audience, was the most similar of the three when compared to the overall U.S. Internet audience.
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