Internet Effect in '08?

The internet was supposed to transform the political landscape in '04 after it propelled Howard Dean to the front of the Democratic Primary pack through small donations and passionately organized young people. As Dean imploded in Iowa and his volunteer army melted away or was absorbed by the Kerry campaign, the internet failed did not transform the general election. The most remarkable media event of the campaign was the Swift Boat Veterans for truth, which was more of a comment on campaign finance reform than changes in media.

According to MSNBC, of the top tier candidates McCain, Obama and Edwards are the biggest beneficiaries of donations under $200 with 31% of their total coming from the types of donors candidates most hope to reach online. Clinton, along with Romney and Giuliani has received less than 15% of her donations in amounts smaller than $200. That makes Obama the biggest winner in raw dollars, not even counting the alleged $500k he took in in one hour on the night of his SC win.

The most telling test of the internet's supposed transformative power may come in the next week. The big question, as put forward by a posting
on the Coldheartedtruth blog is will the Clintons' latest round of tactics pay off on Super-Duper Tuesday or are they playing with an outdated playbook which does not take into account a new demographic of high-information voters? That is, are we going go find out that the "Clintons still a step ahead, or have they fallen a step behind?"

Pew MediaSources has a very good study on the role of the internet in this election. 24% of Americans now say that the regularly learn something about the campaign from the internet, as compared to 13% in 2004. This growing participation is particularly significant when matched with Nielsen/Netratings data from the 2000 election which found that 86% of the online audience is registered to vote as compared to 70% of the U.S. population.

Perhaps unsurprisingly, young people are particularly active online with 42% of those 18-29 using the internet for campaign related information. The Obama campaign has shown eagerness to tap this demographic by setting up its own social networking software and given that almost 50% of 18-29 year olds voted for him in SC, his investment in this demographic is paying off.

But does it give him a chance at cracking new demographics given that internet usage is much lower among older demographics? Clearly, this is a problem particularly given that he trails significantly among both men and women over 65 (see below post.) A study from the University of Maryland tells us that women are also less likely to use the internet than men and usage declines with income which will make it particularly difficult to get to low income women where he trails significantly.

That said, there is room for expansion beyond his current base through the internet. While 18-24 year olds are very pro-Obama there is still significant support fo Clinton in the 25-29 demographic. Also according to the University of Maryland Latinos use the internet at a higher rate than all whites. Finally, women use the internet for communication (email) almost as much as men.

So despite some major blindspots (the over 65 set and low income women) the internet could offer a change of the rules that could eat into major Clinton constituencies. The next week may offer a test of whether they have taken it into their calculations.