by
Deaniac83/The People's View
We already know that the President is running up unprecedented amounts of support among minority voters,
particularly Hispanics. But I have been told not to bother with the minority vote, since they
never come out to vote (evidently neither
the 2008 national election nor the 2010 Senate election in
Nevada
actually took place). There are a lot of ways to gauge minority voter
participation this year - the President's extraordinarily high approval
among minorities, his push for and action on immigration, the
Republicans' stern anti-immigrant, intolerant posture, etc. But I want
to present
a tangible reason to pay attention to the minority -
especially the Latino - vote this year: technology; specifically
smartphones. This may be a whole new ballgame from the one pundits are
used to.
When the Internet became commonplace, the
digital divide
in home Internet indicated some time ago ethnic minorities suffering
from an access gap. Here's what's changing that: smartphones.
We are now experiencing a digital leap - in which the tables are turned and minorities are more likely to own smartphones than are whites. Nielson's Mobile Inside Study gives us a look into the picture:
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| Source: Nielson Mobile Insights Study, 2012, as Reported in Slate Magazine. |
All of these numbers are
significantly higher than even just a year ago.
Hispanics - the group we are being told will never come out to vote -
have the second highest rate of smartphone adoption, and every ethnic
minority group holds an advantage over whites in this regard. Why is
this important? Because as everything has gone mobile and online, so
have campaigns. Think about the groups most using smartphones: young
people and people of color - President Obama's most enthusiastic
supporters. Nearly half of Americans between 18-29 use the
mobile internet more than they use the desktop to go online. On top of this,
engagement from users of mobile devices far surpasses engagement from desktop users of the web, specifically social networks. According to a study released earlier this year:
- 91% of mobile phone users go online to socialize compared to only 79% of traditional desktop users.
- Mobile phone users are 1.6 times more likely to manage finances compared to traditional desktop users (62% versus 39%).
- Mobile phone users are 1.4 times more likely than traditional desktop users to rally support for a cause (67% versus 47%).
Hmm... rally support for a cause. I wonder what that looks like on the
social media, which is driving much of this mobile revolution, and vice
versa. Let's look at the engagement for both Romney and Obama on the
three top social media sites: Facebook, Twitter, and Google Plus (all
screenshots taken 10/24/2012, around 9:45 am Pacific)
So why is it important that Barack Obama is
beating the pants off of Mitt Romney
when it comes to social network following, and how does that relate to
the minority vote? It should be more than a little obvious. Let's put 2
and 2 together:
social media is bursting on the mobile web - the same
mobile web that minorities and young people are not just faster at
adopting than anyone else but are more likely to use to engage in
actions.
It's not just that, either. Smartphone users are far more self-motivated
to find their topics of interest - in this case, voting - and have a
different way of finding facts than sitting in front of a 24 hour cable
news channel. They - we - are not a captive of the traditional media, or
even the traditional media website. This population is far more social
media savvy, and tech savvy enough to seek out news sources for things
they are interested in. Information is about more than gathering to this
group of people, it's about acting.
And we know which candidate is paying attention to this new trend - new,
but now mature enough to the point I believe capable of making a
difference in voting. When President Obama visited Reddit on August 31
to answer questions from users, the
site broke all traffic records.
Mr. Romney's bloopers in the debates (from big bird to horses and
bayonets) were all immortalized by people on Twitter and Facebook - more
often than not live-fact-checking and spreading the message using a
smartphone.
Last but not least, let's connect this to polling. The group of people
that have their social, economic, and political world not just connected
but action-ized on their smartphones are not terribly likely to talk to
pollsters on the phone. Not just because it will cut away from their
minutes, but also because they more than likely have better things to
do. Like, you know, actually vote. When polling analysts were telling us
that Sharron Angle would win the Senate race in Nevada in 2010 by about
3 points, it turned out that they were severely underestimating the
Latino vote, which turned the election into a 5-point win for Sen. Harry
Reid instead. Is it a mere coincidence that Latinos are more likely to
own a smartphone and less likely to be counted? I think not.
I was sitting there listening to pundits - curiously, all old white men -
opining the other day that the social media pushback that Mitt Romney
has faced didn't - and won't - matter much. I think that you dismiss the
importance of mobile and the social media at your own peril come
November 6. We'll see who's right. For now, I will just remind our
pundits that the Arab Spring was brought to us by young people armed
with mobile devices connected to social networks.