A new survey about how many people have been reached by the online campaigning of political parties has been written up in the media as a bad news story, in more than one place, even though the data shows online campaigning reaching not that many fewer people than offline campaigning.
The Nesta survey (carried out 31 March – 9 April) found 21% of people saying they could recall emails, adverts or websites from the political parties. This compares with 27% of the electorate who say in the recent Brunel survey that they have been reached by the offline campaigning of political parties.
Neither number is as high as would be good to see in a healthy democracy, but the closeness of the gap (27% – 21%) shows just how far online campaigning has moved into the mainstream.
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One Comment
I think the interesting numbers here would be the number of people who recall online contact who haven’t had offline contact.
I don’t think even the biggest cynic of online campaigning would dispute that it can be useful to complement your offline campaigning, but this story doesn’t tell us about the efficacy of the purely-online campaigns that some candidates and organisations are calling for.