Survey: Online Video Quintupled Over Previous Election

It shouldn’t come as a surprise that “visual networking,” as Cisco Systems Inc. (CSCO) describes it in a new study it sponsored, is playing a much larger role this U.S. president election than in any other. According to Cisco, traffic to popular online video Web sites increased fivefold in 2008 from 2004.

Other key findings of the Cisco VNI Pulse survey, which last month polled more than 1,800 registered U.S. voters, include the following:

• Sixty-two percent of respondents said they have regularly used the Internet as a source for 2008 presidential election information and coverage, surpassed only by television (82 percent);
• About 30 percent of registered voters reported using online video to follow 2008 presidential election coverage;
• Seventy-five percent of these online video users felt watching video online enabled them to follow presidential election news and events more closely;
• Democrats are more likely to use traditional news sites and social networking sites to find video content;
• Republicans tend to use search engines more than Democrats to find online video content;
• Online video users appear more engaged in the 2008 presidential election than their non-online video user counterparts;
• Sixty-two percent of online video users, as opposed to 37 percent of non-online video users, follow the presidential election closely; and
• Sixty-eight percent of online video users, as opposed to only 47 percent of non-online video users, followed both the Democratic and Republican National Conventions.

Additional results from the Cisco VNI Pulse Political survey, including results based on demographics (gender, age and income) and party affiliation, can be found at http://www.cisco.com/go/vni.

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