Mobilizing the Mobiles: How Text Messaging Can Boost Youth Voter Turnout

Abstract

Young voters are underrepresented in the American electorate; they are also more likely than older voters to rely exclusively on mobile technology as a primary means of communication. This study uses a field experiment and mobile phone survey in the 2006 election to determine how mobile technology can be used to encourage young people to vote. The research design consists of a nationwide field experiment (n=8,529) that tests the basic effectiveness of text messaging as a mobilization tool. Matching the records to nationwide voter files indicates that a text message reminder produces a strongly positive, and statistically significant, effect on the likelihood of voting. A follow-up mobile phone survey of those in the treatment group indicates that the small backlash to the text messaging treatment is minor relative to the positive reaction from participants. 1 We are extremely grateful for the help of our many partners. We received generous support from the following organizations and individuals: Working Assets; Mobile Voter; Student PIRGs; The UMass Donahue Institute Civic Initiative; Young Voter Strategies; The Mellman Group; Survey Sampling International; Catalist; Kieloch Consulting; Professor David Nickerson; Professor Donald Green; Professor Ray LaRaja; Professor Craig Thomas; Professor Marty Gilens; and Professor Chris Achen. 2 Ph.D. Student, University of Michigan, Department of Political Science, [email protected] 3 Ph.D. Candidate, Princeton University, Politics Department, [email protected]