Web Users Tend to be Politically Moderate Regardless of Party

Happy Election Day

(Editor's Note: Yesterday, the Center for Media Research reported on a study done by Nielsen//Net Ratings (Not your friendly TV ratings people) The study found that slightly more Republicans were web savvy than Democrats. However, the web users don’t skew left or right but are generally in the center. Here is CMR’s report. Check the political temperature. )

Monday, November 6, 2006 (Center for Media Research)

More Republicans than Democrats Online, But Web Users Leaning "Moderate"More Republicans than Democrats Online, But Web Users Leaning "Moderate"

Nielsen//NetRatings finds that 36.6 percent of U.S. adults online are Republicans, 30.8 percent are Democrats and 17.3 percent are Independents in a recent release.

Nielsen//NetRatings analyst Ken Cassar, said "The fact that the online population is more heavily composed of Republicans than Democrats is principally a function of the Republican party's higher composition within the overall electorate. This is exacerbated by the fact that online penetration continues to be deeper among affluent households, which have historically skewed Republican."

The Web site with the highest concentration of Republicans was RushLimbaugh.com, then NewsMax.com and Bill O'Reilly.com. The Drudge Report and Salt Lake Tribune rounded out the top five Republican sites.

Among Democrats, the top three sites were BlackAmericaWeb.com, AOL BlackVoices and BET.com. Salon.com and Village Voice ranked fourth and fifth among Democrats.

Source: Nielsen//NetRatings, Fall 2006 Release

More Online political party variance...

Political party members also have distinct tastes in online newspapers:

WSJ.com has predominantly Republican readers, at 40.2 percent
Democrats make up 25.8 percent of WSJ.com's readership
Independents are at 24.3 percent

The New York Times online is a favorite among Democrats:
Democrats make up 52.3 percent of its readership
Independents compose 22.6 percent
Republicans are at 18.3 percent

When respondents were asked about their political leaning:
36.1 percent, identified themselves as "Moderate"
32.5 percent, identified themselves as "Conservative/Very Conservative"
19.8 percent of respondents identified themselves as "Liberal/Very Liberal"

With regard to party allegiance demographics, neither party seemed to favor a particular gender or age group. Among racial groups:

African Americans skewed Democratic; with a composition index of 231, they were over twice as likely to be Democratic as the average Web user
Asians were 36 percent more likely than the average Web user to be Democratic
Hispanics were 28 percent more likely to be Democratic
White people were slightly more likely to be Republican
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