"As the 2026 election season accelerates, one theme is cutting through the noise: Americans are worried about costs. Inflation and affordability dominate the concerns of Republicans, Democrats, and independents alike, and increasingly, voters see digital costs as part of that same household budget that includes groceries, gas, eggs and rent. The price of internet access, online content, and the personalized ads that keep so much of the web free has quietly become a kitchen-table issue."
"Voters overwhelmingly believe digital tools are essential to economic life, and they are deeply skeptical of policies that would raise costs. That skepticism cuts across partisan lines. A majority of voters, including nearly two-thirds of independents, say they would be less likely to support candidates who vote to increase regulation of digital tools. Trump and Harris voters, despite stark differences, show near-identical resistance to policies that would increase digital costs."
"Small businesses, in particular, feel these pressures first. Even modest increases in advertising costs can force painful decisions: reducing staff hours, raising prices, or pulling back on growth. Research from the Small Business & Entrepreneurship Council shows that online advertising saves small businesses more than $10,000 a year and nearly 10 hours per week and that kind of efficiency can determine whether a business hires or stalls."
Americans are increasingly treating digital costs as part of household affordability concerns alongside groceries, gas, and rent. Voters broadly view digital tools as essential to economic life and express strong skepticism toward policies that would raise internet, content, or advertising costs. Majorities across party lines, including independents and supporters of different presidential candidates, say they would be less likely to support candidates who back increased regulation that raises digital costs. Higher digital costs reduce access to free online content, hurt small businesses’ customer acquisition, force staffing reductions or price increases, and can cost communities jobs. Online advertising provides substantial cost and time savings to small businesses that support hiring and growth.
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