Velti (NASDAQ:VELT), the leading global provider of mobile marketing and advertising technology, today unveiled the results of a nationwide survey that shows a nearly 20 percent difference in political alignment among voters who own either an Android or iPhone smartphone, illustrating the value of greater behavioral understanding in advertising and marketing to this important emerging demographic. The survey was conducted online, on Velti’s behalf, by Harris Interactive among nearly 800 iPhone and Android smartphone owners.
When asked, “If the presidential election were held today, who would you vote for?,” 49 percent of iPhone/Android owners say they would vote for President Barack Obama, while only 31 percent say they would vote for Mitt Romney to replace Obama. At present, traditional presidential polls show Romney pulling slightly ahead in the race when Americans are surveyed, regardless of smartphone preference.
“The results of this survey demonstrate that the smartphone market is becoming a whole new demographic that candidates must take into consideration when building a comprehensive campaign strategy,” said Krishna Subramanian, CMO, Velti. “Clearly, mobile advertising is emerging as an influential medium and a distinct audience. We are just beginning to see a more strategic use of this platform, such as Mitt Romney’s iAd campaign, and believe that others will follow suit. More importantly, the survey results reveal that greater intelligence in understanding the behavior of this emerging demographic can be a critical differentiator in brand awareness and consumer behavior across any number of markets and applications.”
The study also found a significant education gap between supporters of the candidates. Of iPhone/Android owners with a college degree or higher, 35 percent plan to support Romney, while 56 percent plan to vote for Obama. Among wealthy iPhone/Android owners—those with a household income of $75,000 a year or greater—39 percent plan to vote for Romney while Obama maintains a 10 percent lead, with 49 percent of that population planning to re-elect. Romney does, however, maintain an advantage over Obama among retirees, with 57 percent of retired iPhone/Android owners supporting him vs. 34 percent who would vote for Obama if the election were held today.