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The 2020 presidential election brought about challenges and roadblocks never before seen. With campaign events, fundraising opportunities and debates cancelled, Joe Biden and Donald Trump had to re-evaluate their campaign strategies to reach potential voters where they were — which, this year, was at home, and on mobile. But did either utilize mobile to the fullest extent?
Why It Matters:
The Official Trump 2020 App has garnered more downloads (2.1 million all time through Nov 1, 2020) than Vote Joe (135,000 all time through Nov 1, 2020) — however both candidates could have done more to harness the power mobile to reach the masses with mobile engagement and reach. In fact, the top 200 apps, each saw more than 2 million downloads in the US during the three months of Q3 2020 alone. The Biden campaign app, Vote Joe — while not achieving the same reach as the Trump campaign app — outperformed The Official Trump 2020 App in sentiment seeing an all-time average rating score of 4.65 / 5 stars on iOS compared to 1.63/ 5 stars for the Trump campaign app. While savvy TikTok users are credited with mass negative ratings and reviews for the Official Trump 2020 App, the current version of the app still yields only 3.39 / 5 stars — an indication that the app could improve its features to better delight its users. More consumers than ever before are engaging heavily on mobile this year, particularly during lockdown and social distancing policies. In fact, the average user in the US spends over 3 hours a day in mobile.
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While the official campaign apps may not have garnered as wide of reach, mobile has played a bigger role than ever before in influencing this year’s election — giving voters resources for voting information and even giving of-age users the ability to register to vote through their most-used social media apps. Mobile publishers made a major push to get individuals registered, in the know, and excited about voting. 240 million US citizens were eligible to vote in 2020 and mobile helped influence the registration of many. From Snapchat’s voter registration tool that has helped over 1 million users register to vote, to Instagram’s voter resource center, to David Dobrik’s Instagram voter registration Tesla giveaway, new avenues popped up over recent months to get the word out about voting and engage Americans where they are spending their time: on their smartphones.
Beyond this year’s election, mobile will continue to play an especially important role in informing consumers about news updates, policy changes, and political developments. Mobile will only continue to grow in its role of getting users engaged in important practices like voting, just like mobile influences so many other areas of our lives.
For more information on the impact of how COVID-19 is reshaping the mobile economy, please see our blog post here: How COVID-19 Has Changed Consumer Behavior on Mobile Forever.
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This post is the latest in a Mobile Minute series that features App Annie’s perspective on how mobile is impacting current events and consumer trends. Check in weekly for our take on the latest news cycles and how mobile transformation is shaping industries around the world.
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