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BizReport : Research archives : October 17, 2016

Polls indicate divide, consumer trends post-debates

Two new election-based polls are shedding light on how Americans are tuning in to election coverage, and how small businesses are responding to all of the election hype.

by Kristina Knight

First, Manta recently surveyed more than 900 small businesses and found that while more than half of minority-owned SMBs are supporting the Hillary Clinton campaign, nearly three-quarters of white-owned small businesses are supporting Donald Trump's campaign. Breaking it down by demographic, female SMB owners are slightly more likely (3 to 2) to vote for Clinton while male SMB owners are more likely to vote for Trump (2 to 1).

Meanwhile, new data out from Hitwise, a division of Connexity, is breaking down how Americans are tuning in to the election debates. Among the more interesting findings is that live streaming is ticking up.

"With a growing number of Americans watching the debate online, we can expect online searches related to the topics covered to grow as well. When looking at the top issues that were trending on the day and night of the second debate, Hitwise data revealed that alleged sexual assaults/misconduct conducted by Donald Trump and Bill Clinton were among the fastest growing. Searches for "Trump video," for instance, accounted for one in every 2,870 searches resulting in a click to a news or political site on Sunday October 9th," says John Fetto, senior analyst Hitwise, a division of Connexity. "The Sunday prior, this search variation didn't even register among the top 50,000 referring search terms. Individuals associated with Trump's hot mic video, including 'Billy Bush' and 'Nancy O'Dell,' also became the new focus of news and politics searches on October 9th."

From the first to the second debate, YouTube views increased by about 40% while Twitter saw their live stream hits increase about 30%.

Tags: 2016 Presidential Election, Connexity, election trends, Manta, mobile marketing, SMB trends

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