Americans Shun Political News in 2024 Election, Study Finds
A recent study reveals Americans' lack of interest in political news, particularly during the 2024 U.S. election. Despite platform policies and influencer endorsements, engagement remains low. The median consumer spent merely 21 seconds daily on election keywords, out of over five hours on their phone. Only 5% of encounters occurred within news apps. Users actively avoid political news, with individual preferences dominating feeds. Platform policies, like Meta's decision to stop recommending political posts, and X's increased political content, had limited impact. Taylor Swift's endorsement of Kamala Harris on Instagram did spark temporary interest, with more political terms seen by those exposed to her keyword. However, overall engagement remained low, with only two days showing significant spikes in interest: the debate day and election day itself. The study highlights the challenge of engaging Americans in political news. While influencer endorsements can briefly boost interest, sustained engagement remains elusive. As social media becomes more efficient at delivering desired content, users may inadvertently avoid crucial political information.
