As California approaches its primary election, a new poll conducted by UC Berkeley’s Institute of Governmental Studies highlights how voters gather information about candidates and issues. The survey, which included 8,578 registered voters, found that 47% rely on the official voter information guide mailed to them, marking it as the top source. Additionally, 44% of voters turn to search engines like Google for election-related information, while 39% use social media platforms. Traditional media still holds value, with 39% citing national or cable news and 37% referring to newspapers. The poll also indicates a generational divide, as 67% of voters under 30 prefer social media for their information, reflecting a shift in how candidates connect with potential voters. Despite the abundance of resources, only 9% of respondents found sponsored mailers useful, underscoring a preference for more authentic sources. Political strategists now face the challenge of navigating this fragmented media landscape to effectively engage voters.