Press Releases
Obama Maintains Huge Lead in Survey of Mobile Web Users
November 3, 2008
OBAMA MAINTAINS HUGE LEAD IN SURVEY OF MOBILE WEB USERS
Survey Shines Spotlight on Mobile as an Effective Channel for Reaching All Ages
UTICA, NY and CAMBRIDGE, MA – November 3, 2008 - In the second series of a groundbreaking, innovative survey conducted via mobile phones, Democrat presidential candidate Barack Obama retained an overwhelming lead over Republican candidate John McCain. As of Nov. 3, the unscientific survey of likely voters -- conducted jointly by Zogby International and JumpTap – showed that of 3,940 respondents, Obama led McCain, 69%-27%. On October 22, when the first results were reported, Obama led, 71%-25%.
The survey was initiated on October 7 via an ad banner campaign running across the JumpTap 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 the Sacramento Bee. In almost identical numbers (68%-24%), these mobile phone users said Obama was more likely to improve their quality of life. Respondents had mixed feelings in evaluating the 2008 election experience, and whether the country is better off because of it. Results were: Better 32%, Worse 28%, Same 14%, Not Sure 27%.
Here are the demographics of the respondents to the survey:
Age: 18-29 - 24%; 30-49 - 53%; 50-64 - 19%; 65 and older - 4%
Race: White 69%, African-American 14%, Hispanic 12%, Asian/Pacific 4%
Gender: Female 37%, Male 63%
Residence: East 27%, South 31%, Central/Great Lakes 16%, West 27%
Party Identification: Democrat 38%, Republican 31%, Independent 31%
Smart phone user: Yes 76%, No 24%
Another result of the survey was the responses about ways consumers, if required, would reduce personal media spending. More than half of the respondents indicated they would give up cable TV or Internet versus their mobile phone.
"The survey continues to demonstrate the uniqueness and importance of mobile in reaching people of all ages," said Paran Johar, CMO of JumpTap. "The Obama campaign figured out how to use mobile marketing effectively and efficiently in ways that have opened the eyes of a marketers, pollsters and agencies across the nation. Nielsen recently released a study that 20 million telephone households are mobile-only and by the end of 2008 one in five households will be mobile-only. With 266 million cell phones currently in the US that virtually never leave their owner’s side, we are seeing increasing interest from the nation’s top advertisers.”
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 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.