Four out of five (81%) adults who are online have watched videos, but only a third (35%) of these have ever watched a political video, according to Harris Interactive.
Looking at the type of political videos watched, just over one-quarter (27%) of those who have watched a video online have watched a news story about a campaign or candidate, while 14 percent have watched a candidate interview and the same number a political speech. Just one in ten (11%) watched a political advertisement and 10 percent a campaign video.
Among those who have watched a political video, over half (56%) say they have watched videos to help decide which candidates to support, half (50%) have watched videos for candidates they already supported and one-third (35%) have watched videos for candidates they knew they wouldnâ€™t support. Democrats are more likely then Republicans to watch videos to help them decide who to support (59% versus 46%). Republicans, on the other hand, are more likely to watch videos for candidates they knew they would not support (39% versus 31%).
If there were more political speeches or campaign ads online, that does not translate to many more people watching them. Among adults who have watched some type of video online, just seven percent say they would watch a lot more of political speeches if more were available on the Internet, while 17 percent say they would watch a little more. Just over one-third (36%) would not watch more political speeches if more were available online. Even fewer adults who watch online videos would watch campaign ads if there were more of them online. Two in five (41%) would not watch any more while four percent would watch a lot more of campaign ads and 10 percent a little more.
These are some of the results of a recent Harris Poll of 2,455 U.S. adults who are online (ages 18 and older), of whom 1,983 are online video viewers.
Originally posted on December 27, 2007 @ 10:26 am