The U.S. Midterms are now just one week away. Voters have a wide variety of options for gathering political news and insights as they make their final decisions.   

Branded has recently conducted research to better understand how consumers engaged in the political process. The research provided greater insight into where consumers get their political news and who they talk to about politics.

Not surprisingly, we see great distinction in political media consumption by generation. The tech-savvy Millennials (age 22-38) are more likely than their older counterparts to rely on websites and social media for their political news and information. While Baby Boomers (age 51-69) are more likely than the younger generation to get their information from broadcast and cable television.

Approximately 48 percent of Millennials say they get their political news from social media, compared to 29 percent of Baby Boomers. And 44 percent of Millennials say they get their political news from websites, versus 34 percent of Baby Boomers. In contrast, 52 percent of Baby Boomers say they get their political news from broadcast television, compared to 26 percent of Millennials. And 43 percent of Baby Boomers say they get their political news from cable television, compared to 32 percent of Millennials.

Political Media Consumption by Generation

 

Millennials are more likely than Baby Boomers to say they are more comfortable talking about politics since the 2016 election. Approximately 28 percent of Millennials say they are more comfortable talking about politics since the 2016 U.S. election, 49 percent report no difference and 23 percent are less comfortable talking about politics now compared to 2016. In contrast, 19 percent of Baby Boomers say they are more comfortable talking about politics since the 2016 U.S. election, 55 percent report no difference and 26 percent say they feel less comfortable talking about politics now.

The generations have similar feels in terms of who they feel comfortable talking to about politics. Approximately 54 percent of Millennials and Baby Boomers say they feel comfortable talking to their friends about politics. And 40 percent of Millennials and 45 percent of Baby Boomers say they feel comfortable talking to their significant other about politics. Both Millennials and Baby Boomers are reluctant to talk about politics with their co-workers.