Smartphones during the 2014 Campaigns

With new data illustrating the increased amount of cell phone usage that I discussed last month, it is important to look at how voters use their smartphones to access campaign information. (Fully 90{09f965da52dc6ab4c1643a77bd40d1f729d807040cd8db540234bb981a782222} of American adults have a cell phone, and nearly two-thirds – 64{09f965da52dc6ab4c1643a77bd40d1f729d807040cd8db540234bb981a782222} – of all American adults with a cell phone have a smartphone with access to the internet.)

With Americans relying more and more on their cell phone as their only telephone, there has been significant growth in the number of voters who use their smartphone to keep up with election related news and gather information about candidates running for office.

As the number of voters who opt-out of television and other traditional media climbs, a new Pew Research report conducted in late October 2014 shows that 28{09f965da52dc6ab4c1643a77bd40d1f729d807040cd8db540234bb981a782222} of registered voters have used their smartphone to access election or political news. This is over a two-fold increase from the 13{09f965da52dc6ab4c1643a77bd40d1f729d807040cd8db540234bb981a782222} of registered voters who accessed this information via their smartphone during the 2010 election.

This is especially important for reaching younger voters, as 43{09f965da52dc6ab4c1643a77bd40d1f729d807040cd8db540234bb981a782222} of 18-29 year olds and 40{09f965da52dc6ab4c1643a77bd40d1f729d807040cd8db540234bb981a782222} of 30-49 year olds have followed news on their smartphone. This trend will continue to grow as we move further into the 2016 election cycle.

The report also showed that the number of voters who follow candidates, elected officials, or political parties on social networks such as Facebook or Twitter has also doubled since 2010, with the most dramatic increases among voters age 30-49 and 50-64. The table below shows the rate of change among registered voters since 2010 in which voters follow candidates, elected officials, or political parties on social networks:

table 1

While the biggest users of social media are younger and more ethnically diverse, Republicans have kept up and even slightly surpassed Democrats in the percentage of voters who follow candidates, elected officials, or political parties on social media (see chart below). And, while conventional wisdom may lead one to believe Independent voters are less likely to be politically active on social media, their rates of social media following is in-line with their more partisan counterparts.

 table 2

Other research has shown that nearly half of all social network use is done via a smartphone – this makes social networks one of the best ways to contact voters who are hard to reach through more traditional methods (young voters and Hispanics, for example). In the 2016 elections, these rates should continue to increase, and campaigns must work to grow and strengthen their social networking connection with voters.

Similar Articles

  • Walmart Moms Focus Group Video & Memo
    read more

  • Walmart Mom Focus Groups
    read more

  • Exploring the effects of interview mode on public opinion data
    read more

  • Cell Phones and the 2016 Elections
    read more

  • Why The Elephants Are Dancing: Understanding the November 2014 Election
    read more

Public Opinion Strategies helped us to clarify what we wanted to learn and then conducted research and analysis that shed light even beyond the questions we set out to ask. They were very receptive to our suggestions, responsive to our queries, and flexible when we needed them to be.

Public Opinion Strategies has consistently offered unparalleled advice and spot-on polling that has shaped how and where we spent money and deploy key resources. Additionally, they have always been an excellent steward of limited campaign resources, ensuring we spend wisely and not a dollar more than necessary in order to get the information we need.

Robert Blizzard and Public Opinion Strategies did a great job for us throughout our successful campaign for Congress. Robert gave us accurate data, spot on analysis, and professional advice, all of which were essential to our victory.

Public Opinion Strategies is one of our go-to pollsters when it comes to testing public support for bond ballot measures and other initiative proposals. They are available to provide ongoing consultation with regard to crafting of ballot questions, public outreach messaging, and related efforts.

ACLI has worked with Public Opinion Strategies for decades, through several tough industry battles—often ones in which public opinion does not naturally fall on the side of insurers. Yet Bill and his team consistently provide invaluable strategic advice by refining our messages and helping us frame our issues in a way that makes them understandable and persuasive.

The data from Public Opinion Strategies provided important insight and informed our public awareness campaign. We sincerely appreciate their professionalism and expertise in this arena.

Nicole McCleskey and the team at Public Opinion Strategies have been invaluable to me, both during my campaigns and as Governor of the State of New Mexico. It’s not just the accuracy of their numbers, but guiding the overall strategy that makes them so valuable.

Public Opinion Strategies has been a part of our team in Missouri for more than a decade. With their data and guidance, Republicans here were able to attain a majority in the House in 2002 for the first time in fifty years, and we have been able to grow that majority to the point that we now have a record, veto-proof majority.

In my tenure at two leading business associations, facing huge and complex consumer issues, I have benefitted enormously from the objective advisory skills of Bill and his team. They do their homework, they are rigorous, dispassionate and thoughtful. Turning questions into answers is a clever tag, but it’s also an apt description of the professional talents of the firm.

I consider Public Opinion Strategies to be a part of our team. That is the way we have always worked. They have helped us to understand our needs and fashioned research solutions to meet those needs. They have helped us to meet killer deadlines by being flexible, executing rapidly, and insuring quality. Teamwork is the best way to describe it.

Accuracy, speed, and deep knowledge of key issues and public sentiment are the hallmarks of quality opinion research, and on these measures Public Opinion Strategies consistently delivers. I have had the pleasure of working with Public Opinion Strategies for more than 15 years on dozens of issues, and they are undoubtedly the gold standard.

Public Opinion Strategies’ track record of success and wealth of experience in political campaigns and issue advocacy are why they are one of the most trusted and well respected public opinion firms in Washington, D.C. Their insights and perspectives have helped to inform a wide array of public affairs activities across multiple industries.

Social Media Auto Publish Powered By :