But for all of the digital output of the campaigns, both tended to remain rooted in the mode of one-way communications. The Pew researchers found very few instances of so-called "citizen content" on either candidate's online platforms, and while Obama engaged outside voices on the blog section of his official Website, Pew noted that campaign workers could control the content that is posted there to ensure a consistent message.

The candidates' online output was generally positive, with each touting his own policies and achievements, the analysis found, though it noted a greater rate of negative posts from the Romney camp. Roughly one-third of Romney's posts focused on criticism of Obama, compared to 14 percent of Obama's messages that targeted his opponent.

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Amy Mitchell, deputy director of the Project for Excellence in Journalism, said that Romney has been stepping up his social media and other online efforts in recent days, but that Obama retains a sizable advantage.

"As the conventions drew closer, Romney's campaign took steps to close the technology gap, and may well take more with the addition of [Wisconsin Rep.] Paul Ryan to the ticket," Mitchell said in a statement. "But there is a long way to go before the Romney team matches the level of activity of the Obama campaign."