Voters aged 75+ are most concerned with gun control issues compared to other age groups. Voters aged 54-74 want political candidates to focus most on bipartisanship. Voters aged 55+ are most likely to consider editorial endorsements when deciding on a candidate. Supporters of Bernie Sanders are most motivated by a sense of personal pride compared to supporters of other candidates. The document provides tips on using additional data beyond voter files to connect with and persuade more potential voters.

2. Which of the followingissues is most important to
VOTERS 75+?
Source: Resonatesurveyof17,074 U.S. Adults,2016, Index
HUMAN
RIGHTS
C
ONLINE
PRIVACY
B
GUN
CONTROL
A

3. Voters
75+ are
25%
more likely
to cite
Gun Control
asanimportantissue
Comparedtoonlineadults

4. ONLINE VOTERS AGES 54 - 74
wanttheir candidates to concentrate
most on what?
Source: Resonate survey of17,074 U.S. Adults, 2016, Index
B HOMELAND SECURITY
C DEFENSE/MILITARY
A BIPARTISANSHIP

5. On
Bipartisanship
Comparedtoonlineadults
OnlineVoters
Ages54-74are
56%
morelikelyto wantcandidates
tofocus

6. Different issues motivate voters within each
demographic group.
Think beyond the voter file;
don’t miss an opportunity to connect and
persuade on issues that matter most
to the voter.
TIP

7. Whichinformationsources are VOTERS 55+ most
likely to consider whendeciding on a candidate?
Source: Resonate survey of17,074 U.S. Adults, 2016, Index
CABLE
NEWS
A
EDITORIAL
ENDORSEMENTS
B
PRINT/ONLINE
NEWSPAPERS
C

8. Editorial
Endorsements
Comparedtoonlineadults
Voters 55+are
150%
morelikelytoconsider

9. WhichCANDIDATES’ SUPPORTERS
are most motivated by a sense of personal pride?
Source: Resonate survey of17,074 U.S. Adults, 2016, based on index
TED CRUZ
DONALD TRUMP
BERNIE SANDERS
HILLARY CLINTON

10. Bernie Sanders’ supporters are34%
more likelythantheaverageonline
adulttobe motivated byasenseof
PERSONAL PRIDE

11. USING THE VOTER FILE TO
ACTIVATE ONLINE MIGHT
PROVIDE ONLY A 20 - 30%
AUDIENCE MATCH RATE
Don't risk missing 70% of potential
voters. Supplement voter files with
intelligent data modeling strategies
to ensure you hit as muchof your
target audience as possible.
TIP