The internet is the main place young US voters will turn for political information, an expert has commented.
Bill Balderaz, chief innovation officer of online buzz agency Webbed Marketing, stated that since the last election, user-generated content such as blogs and social networks have become a "core way" in which the media and consumers influence opinion.
It is likely that many voters will turn to the web to discover more about the current presidential candidate nominees, he added, noting that currently 140 blog posts which mention Barack Obama are published an hour.
"Most of this content is not created by the candidate’s team of advisers, consultants and attorneys. It is created by real people who want a voice," Mr Balderaz continued.
Despite this, such content is shaping public perception of the candidates, he concluded.
Mr Balderaz’s comments highlight the potential power the internet holds to channel excitement around a topic or brand.
Last month, online marketing agency Onalytica commented that increased awareness of a brand or business leads to a greater number of conversions.