Mobile Is Key to Targeting 2016 Minority Voters

Mobile devices will play a key role for candidates and causes wooing Hispanic and African-American voters in 2016, per a new Interactive Advertising Bureau study reported by Adweek magazine. The study found that 67% of Hispanic voters and 60% of black voters say they visit digital political sites on their smartphones. That minority mobile preference compares with 49% of voters overall who say they access political sites via mobile. And just in case campaigners discount the importance of digital communications overall, the same IAB study found that 35% of all voters said digital media will be their most important method of learning about presidential candidates, and 61% said digital combined with television will be "primary information sources" in 2016 political races. Anna Bager, senior vice president and general manager of mobile and video at IAB, concluded to Adweek: "U.S. Hispanic and African-American voters are crucial to candidates, and this research shows that mobile is the best way to reach them." For more findings from the study, see http://www.adweek.com/news/technology/mobile-ads-will-be-key-targeting-2016s-hispanic-and-black-voters-169191