Voter Spotlight

Voter Spotlight:
Uncovering behaviors & understanding attitudes of
United States voters in the 2020 election season.

With the 2020 presidential election season underway, DISQO sought to shine a spotlight on voter attitudes and behaviors. In this report, DISQO shares the results of two distinct studies: a behavioral analysis of how political affiliation affects media consumption and an exploration into voter sentiment, excitement, and motivations.

With a unique combination of profiling, digital behavioral data, and attitudinal responses, the goal was twofold. First, we sought to quantify to what degree political affiliation impacts the way we consume digital news sources and sites. Second, we sought to understand voter interests and motivators for the 2020 election cycle.

Do we only seek out sites and click on headlines that we believe will fit our desired narrative? Do we only spend time on sites that will tend to reflect and reinforce our own opinions? Similarly, how engaged are we in the political process, how well do we understand it, and what motivates us to go to the ballot box?

The Audience

All participants in this study are opted-in members of the DISQO Audience. Digital activity for the behavioral component of this study was captured via a 100% opt-in first-party data set. Attitudinal responses for the survey component of the study was likewise collected directly from DISQO Audience members.

Behavioral Study

To assess how voter political affiliation may impact how people spend their time online — particularly with respect to how they seek out news and information — DISQO measured digital behavior in relation to self-reported political affiliation. Behaviors were measured over a 107 day period, from October 1, 2019 through January 15, 2020. Of the 200,000 DISQO Audience members selected for the study, behaviors of 196,294 were assessed in the final analysis, 147,906 of whom are registered voters.

Attitudinal Survey

To understand voter sentiment and motivators, DISQO surveyed 16,080 members of the DISQO Audience. Results were collected over a two day period, from January 7, 2020 through January 8, 2020. Survey respondents were asked to share:

  • Primary participation plans
  • Past primary participation behaviors
  • Understanding of the primary process
  • Why they vote
  • Attentiveness to the 2020 Presidential race
  • November election participation plans
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