In contrast, John McCain’s campaign has largely eschewed mobile marketing.  But that may just be the right strategy, according to Nielsen Mobile, which reported Monday that mobile advertising is a more efficient way to reach Democrats, rather than Republicans.

As of the second quarter of 2008, mobile media of all types were slightly more popular among Democrats, who were more likely than their Republican counterparts to use data services on their mobile phones, send text messages, or use mobile Internet, according to Nielsen.

View the full media alert.

Read coverage of Nielsen’s findings in MediaPost, Wireless and Mobile News, and Fierce Mobile Content.

Forbes’ story cited data from Nielsen Mobile showing that men are more likely to surf the mobile Web and watch mobile TV, while women take more photos, send more text and multimedia messages, and download more ringtones than men. 

The story also noted that women, who see their phones as extension of their personalities, are more likely to personalize their phones, while men treat their phones as a tool for keeping up with news and work email.

Learn more about mobile usage gender gaps and read The New York Times’ coverage of Nielsen’s findings.