Research: Mexico´s Presidential Election 3M People Visited Political Websites in June
More than 3 million people visited Political sites in June, representing 1 in every 7 online users in Mexico, according to a recent study released by comScore. President-elect Enrique Peña Nieto’s site reached 533,000 visitors, leading as the top website among candidates.
In June 2012, 3.2 million Mexicans age 15 and older accessed Politics sites from a home or work computer, an increase of 10 percent from the previous month, as voters prepared to go to the polls on July 1 to elect a new president. Political news sites led as the top destinations with AnimalPolitico.com reaching 820,000 visitors, up 10 percent from May, followed by ADNPolitico.com with 628,000 visitors (up 25 percent).
President-elect Enrique Peña Nieto’s official site, Enriquepenanieto.com, reached 533,000 unique visitors, up 40 percent from May, while runner up Andrés Manuel López Obrador’s official site, AMLO.org.mx, reached 112,000 visitors, up 21 percent from the previous month.
Voters were more likely to access candidate sites directly compared to the associated political party sites. Among major political party destinations, PartidoVerde.org.mx led with 107,000 visitors in June, followed by PRI.org.mx (68,000 visitors), PAN.org.mx (55,000 visitors) and PRD.org.mx (52,000 visitors).
*Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs
Males and Older Age Segments More Likely to Seek Political Information Online
*Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs.
**Index = % of Segment/% of Total Users x 100 ;Index of 100 indicates average representation.
According to comScore, in June, males comprised 58.3 percent of visitors to the Politics category, with males being 15 percent more likely to visit political sites than an average Internet user (index of 115). Similarly, males comprised 57.8 percent of all content pages consumed on political sites (index of 104).
People age 45 to 54 were 12 percent more likely to visit political sites and more than twice as likely to consume political content as an average Internet user (index of 217). People age 55 and older were 39 percent more likely to visit political destinations and similarly were twice as likely to consume content on these sites (index of 204).
Given Mexico’s young Internet audience, people age 15 to 24 comprised the largest share of visitors to the Politics category at 35.1 percent, but this audience was less likely to visit political sites than an average Internet user (index of 93) and significantly less likely to consume content with a page view index of just 45.
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