A recent Gallup poll of adults in the United States focused on the ways Americans connect digitally with political campaigns (http://tinyurl.com/kxl6nry). Gallup found that while Democrats are more likely to receive communication from a campaign digitally, Republicans are more politically active on social media sites. Republican campaigns should not discount reaching their voters digitally – their voters are going to be receptive to such interaction.
Democrats are more likely to have received digital communications from a number of different political groups:
|
Electronic Contact Type |
Adults |
Republicans |
Democrats |
| Received electronic communications from political interest groups through e-mail, social media, or text message |
23% |
23% |
31% |
| Received electronic communications from elected officials or candidates for office through e-mail, social media, or text message |
21% |
21% |
24% |
| Received electronic communications from political parties through e-mail, social media, or text message |
20% |
19% |
28% |
| Received instant electronic notification on your smartphone or other electronic device about political rallies or political protests in your area |
9% |
8% |
15% |
Another area where the Democrats have a decided advantage is digital donations (the Obama campaign reportedly raised $690 million digitally in 2012). According to the Gallup data, Democrats are four times more likely to have made a political contribution over a smartphone or tablet than Republicans.
While Democrats outpace Republicans in digital contact and donations, there isn’t a void for reaching Republicans digitally. Republicans are slightly more likely to have and use a smartphone or tablet device than Democrats, as 72% of Republicans have and use these devices, compared to 68% of Democrats.
And, Republicans have an advantage over Democrats in social media use. Republicans are more likely to post or share their political opinions on social media sites:
|
Social Media Use |
Adults |
Republicans |
Democrats |
| Shared, liked, or retweeted posts or links that express political opinions similar to your own |
23% |
28% |
23% |
| Posted your opinions about politics and political issues, elected officials, elections, or candidates for office on Twitter, Facebook, and other internet sites |
16% |
20% |
17% |
Republican voters outpace their Democratic counterparts in their use of digital devices and in interacting politically on social media. Reaching Republican voters using these methods can be successful – Republican campaigns should not shy away from these newer methods of contact.
