The Private Life of QAnon: A Mixed Methods Investigation of Americans' Exposure to QAnon Content on the Web

The QAnon movement has been credited with spreading disinformation and fueling online radicalization in the United States and around the globe. While some research has documented publicly-visible communications and engagements with the QAnon movement, little work has examined individuals' actual exposure to QAnon content. In this paper, we investigate the extent to which Americans are exposed to QAnon websites, in what contexts, and to what effect. We employ a mixed methods review of 21 million website visits collected from a nationally representative sample of 1,238 American adults across laptops, smartphones, and tablets during the 2020 U.S. presidential election. Quantitative techniques reveal overall levels of exposure to QAnon and who is more likely to be exposed, and qualitative techniques provide rich information about how participants came to be exposed to QAnon and how it fit within their broader media diets. We find that: (1) exposure to QAnon websites is limited and stratified by political ideology and news consumption; (2) exposure tends to occur within right-wing media ecosystems that align with QAnon beliefs; and (3) mixed methods approaches to analyzing digital trace data can provide rich insights that contextualize quantitative techniques. We discuss the implications of our findings for the design of interventions to lessen exposure to problematic material online and future research on the spread of disinformation and extremist content.