CNN International, together with Toluna, ran its ‘CNN US Election Global View Study’, which surveyed 4,700+ adults in 23 countries across Europe, Middle East, Africa, Latin America and Asia Pacific. The study found huge interest amongst international audiences for the US Election. 85% of people view the election as important for the world at large, with 73% of respondents saying they are personally interested in US Election news.
Among the respondents in Asia-Pacific, 52% selected CNN as the #1 news source – ahead of BBC (16%), Reuters (7%) and CNBC (5%). In addition, 80% of people have followed the US Election story on CNN – of these 46% have done so via TV, 35% on the CNN website, 19% on social media and 12% via the CNN app.
When asked about the reasons for the immense interest in the US Election, responses include its importance for the world at large (68%); its importance for the respondent’s home country (47%); its potential to affect the respondent economically (38%); it shows how Americans view the world (34%); and the insight it gives into the US political system (37%).
Toluna’s real-time survey and analytics platform was used to conduct the global study, and provide real-time access to insight. Nationally representative survey responses are received within 24 hours the world round, such as UK, France, Australia, Singapore, Canada, Mexico and others.
Commenting on the study, Duncan Morris, Vice President, Research at CNN International, said: “Toluna is a visionary in the digital insights space, and we’re delighted to be working with them. We need very quick turnaround for this project. Toluna was extremely helpful in getting us the instant results that we wanted.”