Americans who use their mobile phones to surf the Internet are much more likely to support Democrat presidential candidate Barack Obama over Republican candidate John McCain, according to an unscientific survey of likely voters conducted jointly by Zogby International and Jump Tap.
The survey was conducted from October 7-24 via an ad banner campaign running across the Jump Tap premium mobile ad network of popular mobile websites including Fox Mobile Entertainment and major newspapers within the Verve Wireless network such as the Miami Herald and Sacramento Bee. The poll will continue tapping the pulse of mobile voters - pre and post election. Over 68% of viewers who responded to the "vote" ad banners completed the 10 question survey.
Of 3,462 likely voters who took the survey, 71% supported Democratic Presidential nominee Obama, 25% chose Republican John McCain and the other 4% were unsure or would choose another candidate.
In almost identical numbers, these mobile phone users said Obama was better for the economy (70%), best to manage the War in Iraq (65%) and most likely to improve their quality of life (70%.)
More than one-half of the respondents (52%) were ages 30-49. The racial breakdown was white - 70%, African-Americans - 14%, Hispanics - 11% and Asian/Pacific participants - 4%. In terms of gender, the sample was heavily male, 62% to 38% female. The Eastern, Western and Southern regions had almost equal shares of the sample, with the Central/Great Lakes having the fewest, 16%.
"All eyes are on a whole new wave of media that is sweeping the globe and affecting the way people of all ages communicate, and mobile is leading the way," said Paran Johar, CMO of JumpTap. "Those that quickly understand how to effectively use these new channels will achieve record success finding and engaging with the audiences relevant to them. The survey data sheds new light on how mobile advertising is effective in reaching people of many different demographics. The results of this poll versus other poll results demonstrates the widest differential between the candidates, logically linking the Obama campaign's focus and success on leveraging mobile marketing in unprecedented ways. The Obama political campaign, which recently won Advertising Age's campaign of the year, over successful brands including Apple and Nike, demonstrates that mobile has the power to reach and engage targeted audiences more effectively than any other medium. We are seeing first hand savvy marketers moving quickly to capitalize on mobile advertising opportunities."