Getting Mobile Ad $$$ Spend Right Could Decide Presidential Election

    WASHINGTON, DC, August 13, 2016 /24-7PressRelease/ -- A recent survey of millennials conducted by MOBOPINIONS and VoterLabs found that voters are ready for Clinton and Trump to start focusing on their respective experience and vision for the nation, with over 80% preferring this approach to attacks on their opponents.

Asked to pick just one social media app to have from a list of the most popular smartphone apps, 35% of likely voting millennials chose Facebook, followed by Instagram with 18%, Snapchat at 17%, and Twitter at 9%.

Getting the message out on millennials most used medium, mobile, will be critical and Hillary Clinton is storming ahead of Donald Trump on social media with those born between 1981 and 1998. Said Ivan Greenwald, co-founder of MOBPINIONS, and an expert in digital messaging.

The Democrats with their more sophisticated use of digital media and predictive targeting are opening up big leads over the top 4 social outlets with the Clinton/Trump spread now +11% on Facebook (was 0% pre-convention), +21% on Instagram, +19% on Snapchat, and +6% on Twitter.

Digging beneath the surface to identify which apps are strongest, when segmented by age group, Instagram and Snapchat lead the way, with Instagram the choice of 26% of 18-20 year olds, followed by Snapchat with 22% and Facebook with 18%. Broken down further by gender, among likely female voters, Snapchat wins 18-20 year olds with 37%, and shares top honors with Facebook in the 21-24 range, each with 32%.

While Hillary Clinton continues to lead among likely voting millennials 37% to 29%, 21% are still undecided and the poll highlighted that to reach these voters with messaging on the Economy & Jobs, most prefer Facebook with 48%, followed by Snapchat and Pinterest replacing Instagram on 14% with Twitter on 10%.

For Race Relations, most undecided voters are on Snapchat with 38% followed by Facebook with 31% and Instagram and Twitter with 13%.

"Clearly Facebook is still dominant, but effective use of Snapchat and Instagram could be pivotal," added Mr Greenwald. "If so, the Trump campaign could have a secret weapon in Ivanka Trump if she can create a following on Snapchat similar to her Instagram feed."

The survey was conducted on iOS and Android devices in-app within 101 different mobile applications, leveraging MOBOPINIONS network of respondents and proprietary technology. The representative sample consisted of 601 millennials from across the United States with a 3.35% margin of error, and was conducted just after the close of Republican and Democratic National Conventions. It follows a survey conducted just prior to the start of the conventions; comparisons based on normalized data samples.

VoterLabs' identity matching data engine and voter scoring methodology, powered by VoterLabs' patented technology, were used to identify those most likely to vote among the survey respondents.

MOBOPINIONS mobile survey research platform reaches over 100 million monthly respondents across the United States, through thousands of apps on smartphones & tablets. The proprietary platform enables survey researchers and brands to gain opinions and insight from mobile audiences using the apps data to gather location, demographics and device specific information, including the Device Ad ID, which has been used with Facebook, Google and other digital advertiser to reach users displaying similar behavioural attributes.

VoterLabs, Inc. works with political organizations, businesses and enterprise clients to better understand supporters, customers and audiences by realizing the full potential of data enrichment and analytics. Customers have included political organizations at all levels, including the 2016 presidential. Products and services include VoterLabs Text-to-Donate with Mobile ID Sync, TargetMatch self-service data enrichment, and data modeling, analysis and microtargeting.

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