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Web Search Personalization during the US 2020 Election

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  • Ulrich Matter
  • Roland Hodler

Abstract

We study the impact of web search personalization on ideological segregation in search results. We deploy 150 synthetic internet users with randomized partisan browsing preferences across 25 US cities. These users are active during the US 2020 election and its aftermath. Daily experiments in which the users enter identical election-related queries provide strong evidence for ideological segregation in search results across locations with different partisan leanings but only limited evidence for ideological segregation within location across users with different partisan browsing habits. We discuss the important role of the national and local (online) media landscape for understanding these results.

Suggested Citation

  • Ulrich Matter & Roland Hodler, 2025. "Web Search Personalization during the US 2020 Election," American Economic Review: Insights, American Economic Association, vol. 7(4), pages 516-533, December.
    • Handle: RePEc:aea:aerins:v:7:y:2025:i:4:p:516-33
    DOI: 10.1257/aeri.20240115
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    References listed on IDEAS

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    1. Matthew Gentzkow & Jesse M. Shapiro, 2010. "What Drives Media Slant? Evidence From U.S. Daily Newspapers," Econometrica, Econometric Society, vol. 78(1), pages 35-71, January.
    2. Erik Peterson & Shanto Iyengar, 2021. "Partisan Gaps in Political Information and Information‐Seeking Behavior: Motivated Reasoning or Cheerleading?," American Journal of Political Science, John Wiley & Sons, vol. 65(1), pages 133-147, January.
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    More about this item

    JEL classification:

    • D72 - Microeconomics - - Analysis of Collective Decision-Making - - - Political Processes: Rent-seeking, Lobbying, Elections, Legislatures, and Voting Behavior
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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