According to a June survey from mobile marketing firm Velti, smartphone owners prefer President Barack Obama over former Massachusetts Governor Mitt Romney in this fall’s presidential election by a wide margin.
In aggregate, 49 percent of the nearly 800 iPhone and Android owners polled named Obama as their choice, with 31 percent choosing Romney if the election were held today. iPhone owners preferred Obama to Romney 47 percent to 34 percent, with Android owners leaning slightly more left, preferring Obama to Romney 50 percent to 29 percent.
Of iPhone and Android owners with a college degree or higher, Obama was preferred 56 percent to 35 percent. Among those with household incomes of $75,000 or more, Obama was preferred 49 percent to 39 percent.
Younger iPhone and Android owners preferred Obama even more; 54 percent of males aged 18-34 chose Obama, as did 60 percent of females of the same age.
Romney did capture one smartphone-owning demographic: retirees, who preferred Romney to Obama 57 percent to 34 percent.
In all, 2,164 adults took the survey, of which 776 owned an iPhone or Android phone. The survey was conducted online by Harris Interactive.
The results contrast with more traditional polls that show a much closer race among the general electorate. According to the FiveThirtyEight blog at The New York Times, for example, the average of five national polls released on July 10 show Obama and Romney in a tie.
“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 of 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.”
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