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Keeping Up with Political News on Multiple Devices Is Important

Most mobile users prefer to learn more about a candidate or campaign via TV

October 14, 2016

Registered voters leverage a variety of devices when researching a politician or political issue. And according to July 2016 research, nearly two-thirds of US mobile users said it’s at least somewhat important to keep up with political news on multiple devices.

Importance of Following Political News on Multiple Devices According to US Mobile Users, July 2016 (% of respondents)

Opera Mediaworks polled 1,500 US mobile users who keep up with political news about the 2016 election at least some of the time. About one in four said it’s very important to keep up with political news across multiple devices, and another 18% said it was important to do so. Adding in those who think it was “somewhat” important, the total interested in multichannel news consumption rises to 63%.

Meanwhile, less than a quarter felt that it was not at all important to keep up with politics across channels.

When it comes to their preferred device for researching a political candidate, the largest share of mobile users said they preferred to do so via TV. Some 23% said they prefer to learn about a political candidate or campaign via desktop, while fewer said they prefer to research on their mobile devices.

Ways in Which US Internet Users Research and Learn About Political Candidates Prior to Elections, Oct 2015 (% of respondents)

Separate data from YuMe confirmed that most consumers learn about politics from TV. Indeed, 69% of US internet users said they found TV news to be the most effective political marketing channel.

Additionally, a survey from Lab42 also found that TV news and TV debates are still the primary ways in which US internet users research and learn about political candidates prior to elections. In fact, more than two-thirds of respondents said they rely on TV news sources and television debates to learn more about political candidates.

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