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.
Utica, N.Y. and Cambridge, Mass. (PRWEB) October 27, 2008
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.
The Zogby/Jump Tap Mobile Phone Horserace
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%.)
Who Participated - Age?
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."
Added Johar, "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 how savvy marketers are moving quickly to capitalize on mobile advertising opportunities."
About Jump Tap
Reaching over 170 million mobile subscribers through partnerships with 18 mobile operators and numerous content publishers, JumpTap's powerful search and advertising solutions benefit the whole mobile Internet ecosystem: JumpTap enables carriers to maintain a strong, sustainable position in the mobile value chain, drives traffic and revenue opportunities to content publishers, and gives advertisers access to targeted customers. Recently awarded the best advertising and marketing search engine award by Visiongain and selected by IDC as one of the 10 emerging mobile players to watch in 2007, JumpTap has developed the most comprehensive search and advertising solutions in the market. For more information, please visit http://www.jumptap.com.
About Zogby International
Zogby International was the most accurate pollster in every one of the last three presidential election cycles, and continues to perfect its telephone and interactive methodologies using its own live operator, in-house call center in Upstate New York, and its own secure servers for its online polling projects.
In the 2004 presidential election, not only was Zogby's telephone polling right on the money, its interactive polling also nailed the election as well. In 2006, the Zogby Interactive online polling was on the money in 17 of 18 U.S. Senate races (the 18th was within the margin of error) a record of accuracy that is unmatched in the industry - as no other leading firm even attempts to poll statewide political races using an interactive methodology for public consumption.