Public engagement is evolving rapidly, and digital tools have become central to how agencies connect with residents. Online surveys, digital advertising, QR codes, and virtual open houses allow agencies to reach people quickly and at scale. But when it comes to engaging low-income and minority communities, agencies must tailor their strategies to the way these communities actually access the internet.
The evidence is clear: mobile phones serve as the primary internet access point for lower-income households.
According to the Pew Research Center, 43% of adults in households earning under $30,000 do not have internet access at home, and 41% lack a desktop or laptop computer. In fact, more than a quarter of adults in this income bracket are “smartphone-only” internet users—meaning their mobile phone is their only connection to the online world (Pew Research Center, 2021). For Black and Hispanic adults, reliance on smartphones is even more pronounced.
In these households, the phone is not just a device—it is their computer, portal to information, and primary tool for civic participation. This makes mobile-friendly outreach essential. Long PDFs or desktop-optimized survey platforms are less likely to be completed. By contrast, text-message links, mobile apps, and QR codes that lead to short, mobile-friendly surveys are far more effective in reaching these audiences.
At Cook + Schmid we have found that virtual open houses optimized for mobile use, QR codes in transit corridors and community centers to drive survey responses, targeted digital advertising campaigns that reach people directly on their smartphones, and WhatsApp campaigns to reach Latinos have been very effective in reaching these communities. Mobile-first design ensures that a resident can see an ad or scan a code and participate within minutes.
Research supports this mobile-first approach. Studies of e-participation show that when platforms are accessible through devices people already use daily—like smartphones—participation increases. That’s because barriers, such as transportation or childcare obligations, that represent barriers to in-person engagement, are minimized (ScienceDirect). The American Association for Public Opinion Research has also found that mobile devices lower the burden of participation and enable innovative data collection methods (AAPOR).
Of course, digital engagement is not a one-size-fits-all solution. While mobile-first outreach is critical in low-income communities, some residents may still lack trust in online tools or prefer in-person engagement. In the next article, we’ll look at the limitations of digital outreach and how Cook + Schmid has combined online strategies with on-the-ground outreach to ensure equitable and inclusive participation.
About Cook + Schmid
Cook + Schmid is a public relations marketing firm with more than 22 years of experience in community engagement, public outreach, marketing, and public relations. The firm helps organizations build strong relationships with stakeholders and ensure successful project outcomes. For more information, visit here.
