IAB Research has it that digital media is on par with TV as a primary source of information on political candidates and issues for registered U.S. voters during this presidential election season. U.S. Hispanic (67%) and African American (60%) voters are more likely to get their political news via mobile, IAB’s research show. More than a third (35%) of registered voters say digital will be their most important method for getting candidate information during this election season.
Some other findings IAB Research discovered:
– 31% of registered voters read political articles and links shared by their friends on social media
– 25% of registered voters have seen an ad for a candidate on social media
– 24% of registered voters have “defriended” or “unfollowed” someone because of his or her political posts on social media platforms