New research from the Interactive Advertising Bureau (IAB) finds that political issues are being viewed almost as much on digital devices (67%) as on TV (69%). According to the The Race for the White House 2016: Registered Voters and Media and Information During the Primaries study, digital has become an important way to reach US voters with 75% of those having seen a candidate’s mobile ad, taking action afterwards that includes searching for additional information or engaging in conversation.
National news sites are the most important source for political information. 61% of users generally access such information from mobile devices, compared to 88% on desktop.
Accessing political information through news sites by device
Over a third of registered voters said that digital was their prime medium to collect candidate information. Younger US voters are also more likely to take action after seeing a political ad online or on mobile devices. 71% of those aged 18-34 years said they have taken action after seeing a digital ad.
Sherrill Mane, Senior Vice President of Research, Analytics, and Measurement, IAB, says:
“The results of the study demonstrate the vital role of digital media in the political process and substantiate that digital is on par with TV among registered voters as a key resource. As the election season heats up, it is abundantly clear that candidates and advocacy groups must harness the informational and relationship-building power of digital media to succeed.”
Younger voters take action after viewing ads on mobile and digital devices
The study also found that US Hispanics (67%) and African Americans (60%) rely more heavily on their mobile devices when visiting political sites than the overall average of 49% of voters. 87% of Hispanics are also more likely to take action after viewing a digital ad.
Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB, explains:
“US Hispanic and African-American voters are crucial to candidates, and this research shows that mobile is the best way to reach them.”