Nielsen Mobile: Presidential Campaigns and Mobile Media Usage
As the presidential campaigns look to leverage digital media to get out the vote, mobile has been part of that equation. That’s particularly true for Sen. Barack Obama’s campaign, which announced vice presidential nominee Joe Biden to approximately 2.9 million SMS users, according to The Nielsen Company.
To further consider how mobile will play a role leading up to the election, Nielsen gave the MMA Messenger an exclusive first look at new analysis showing differences in mobile media use between Republicans and Democrats. Looking at the results, it makes sense why Barack Obama may look to leverage mobile more than his rival. Across content types, Democrats are more likely to use mobile media than Republicans.
Mobile Media Use )past 30 days) by Political Affiliation - Q2 2008 | ||
| Democrat | Republican |
Data User | 61.6% | 54.6% |
Non-data User | 38.4% | 45.4% |
Text Messaging/SMS | 52.5% | 46.0% |
Picture Messaging/MMS | 26.5% | 21.2% |
Ringtone downloads | 18.5% | 12.9% |
Mobile Internet | 17.2% | 13.1% |
Email | 15.8% | 12.8% |
Software/Application downloads | 11.0% | 8.2% |
Instant Messaging | 10.9% | 7.2% |
Game downloads | 7.7% | 5.7% |
Location-based services/GPS | 6.2% | 5.8% |
Video/Mobile TV | 4.4% | 2.5% |
Source: Nielsen Mobile, Mobile Insights | ||
For more information on these data, or Nielsen broad portfolio of mobile media and advertising research, please contact Kanishka Agarwal, VP Mobile Media, The Nielsen Company at [email protected]
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