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-Editorial
The 2024 election season has highlighted significant shifts in how Americans seek out voting information, shaped by generational, educational, and ideological factors. According to a recent report by the Civic Health and Institutions Project (CHIP) and the COVID States Project, Americans are relying on a diverse range of sources, from traditional news media to social networks, when making voting decisions. This extensive study, conducted in partnership with Northeastern University, Harvard University, Rutgers University, and the University of Rochester, provides a comprehensive look at the landscape of election information sources across the country.
The study, held from August 30 to October 8, 2024, surveyed 25,518 Americans across all 50 states and the District of Columbia. Using a nonprobability online sample method managed by PureSpectrum, researchers implemented representative quotas for race/ethnicity, age, and gender to ensure demographic diversity. To further enhance accuracy, responses were reweighted to reflect national demographics regarding factors such as voting history, education, and residential settings (urban, suburban, rural). The report is part of a broader effort that has examined American attitudes and behaviors since April 2020.
The survey reveals that personal networks and news media are the primary sources for election information, though they vary significantly by age, education, and political affiliation. Nearly 29% of Americans reported that friends and family were their main sources of voting information, while 26% relied on news media. This distinction is especially marked across age groups. Young voters (ages 18-24) are most likely to turn to friends and family (38%), whereas older Americans (65+) prefer news media (39%), reflecting generational divides in information consumption.
Educational and income levels also influence information choices. Americans with less formal education tend to rely more on personal networks, while those with higher education and income levels favor news media. Political affiliation plays a role, too: Democrats and Independents show a preference for news media (29%), while Republicans lean more toward friends and family (34%).
While the majority of Americans look beyond traditional media, there are differences in the consumption of national and local news. Only 8% of respondents rely on local media for election information, while 17% prefer national news outlets. Interestingly, older Americans and those with lower income or education levels are more likely to rely on local news, while individuals with higher socioeconomic status turn to national media. Geographic disparities exist as well: reliance on national news is highest in Connecticut (26%), Massachusetts (26%), and Nevada (25%), while local news is favored more in Hawaii (14%), Louisiana (13%), and South Carolina (12%).
Despite the varied sources Americans use, satisfaction with local political news remains relatively low. Only 25% of Americans reported feeling “very” or “extremely” satisfied with their local political news. However, satisfaction varies by demographic factors: Black Americans, Democrats, and urban residents reported higher levels of satisfaction. Satisfaction rates are also notably higher among residents of Washington, D.C. (48%), New York (42%), and North Carolina (33%).
Social media, often seen as an influential factor in modern elections, plays a relatively modest role in this election cycle, with only 9% of Americans citing it as their primary source of information. Younger respondents are more likely to rely on social media (14%), while older Americans (5%) turn to it the least. Other non-traditional sources, such as clergy recommendations and celebrity endorsements, are even less influential, accounting for just 2% and 1% of primary sources, respectively.
The report also examines the relationship between voters’ trust in the 2024 election’s fairness and their choice of information sources. Those who expressed high confidence in election fairness tend to rely more on news media (33%), compared to only 16% among those with little to no confidence. In contrast, those who are less confident in the election’s integrity lean more on friends, family, and non-traditional sources.
The report underscores critical trends in the way Americans gather information during election seasons. Younger and less-educated voters’ reliance on personal networks reflects a departure from traditional media, which could impact the depth and diversity of information these groups receive. Older Americans’ continued reliance on national media indicates a sustained trust in traditional journalism, which may contribute to political polarization as individuals self-select their preferred news outlets
