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Millennials 11.0: Presidential Election

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Buzz Marketing Group's ELEVENTH WAVE of our annual report profiling 20somethings. This month, we discussed Millennials and the 2012 Presidential Election

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Millennials 11.0: Presidential Election

  1. 1. Buzz on Presidential Election Study 11.0Th e e le ve n th wa ve o f a n e w a n n ua l r e p o r t p r o f ili n g th e se u p a nd c o m i n g Mille n n ia ls.
  2. 2. Who was Involved? 9000 This network is used as a resource for 4.12 ethnographies, focus groups, personal hed 09.2 interviews, immersion Launc experiences, surveys, and polls.446 members of 978 atte mpts Overall, this panel is composed of trend influencers and represent all ofour buzzSpotter® the “tribes” we have identified, which include: independents, preppies,network F ie lded o nline techies and alternatives. buzzSpotters®participated in this Closed 09.28.12 446survey.64% /36%female male Par tic ipa n ts buzzmg.com
  3. 3. location NY   13%   Rest  of  USA   IL   30%   11%  The majority ofparticipants arefrom these states. MA   CA   2%   16%   MI   3%  STATS BY STATE AND PERCENTAGE >>> OH   TX   PA   6%   9%   6%   FL   4%   buzzmg.com
  4. 4. AGE 18-­‐22   24%   23-­‐26   26%  The respondentsranged in age from18 – 35 years old. 27-­‐30   29%   31-­‐35   21%   buzzmg.com
  5. 5. ethnicity American   Indian   2%   Asian  American   Hispanic   9%   9%   Black   15%   White   65%   buzzmg.com
  6. 6. Relationship status Divorced   3%   Single   34%   Married   37%   In  a   relaRonship   DaRng   19%   7%   buzzmg.com
  7. 7. Education Ph.D   Masters  Degree   4%   10%   High  school   diploma   22%   Associates   Degree   15%   Bachelors   Degree   49%   buzzmg.com
  8. 8. lle n nials are wo r king .employment 54% o f our Mi -time and o n ly 8% are u ne mplo y ed full Student   Unemployed   worker   8%   5%   Self-­‐employed   A  student   7%   10%   Working   part-­‐Rme   16%   Working  full-­‐ Rme   54%   buzzmg.com
  9. 9. Household tude n ts fall b e twee n income 5 1% o f our s h o ld th e na tio nal ave rage h ouse 33,000 and $ 82,000 in c o me o f $ 51%   26%   1%   4%   16%   1%   1%  Less  than   $8,000  -­‐   $33,000-­‐   $82,000  -­‐   $170,000  -­‐   More  than   I  dont   $8,000   $33,000   $82,000   $170,000   $370,000   $370,000   want  to   specify   buzzmg.com
  10. 10. Party Affiliation Tea  Party   1%   Republican  Independent   22%   30%   Democrat   47%   buzzmg.com
  11. 11. Political views Very   Very  liberal  conservaRve   10%   3%   ConservaRve   14%  Liberal   28%   Moderate   45%   buzzmg.com
  12. 12. Are you currently active in a political group? Yes   26%   No  74%   buzzmg.com
  13. 13. If so, how often? 4-­‐5  days   3%   Everyday   2%   2-­‐3  days   13%  1  day   9%   A  few  hours   Only  when  I   11%   have  Rme   62%   buzzmg.com
  14. 14. Will you vote in the 2012 presidential election?No  5%   Yes   95%   buzzmg.com
  15. 15. If not, why? The  process  is  very  confusing   0%   The  lines  are  too  long   0%   I  will  be  out  of  town   3%   I  dont  like  the  candidates   11%   I  am  not  legally  authorized  to  vote   0%  I  cant  physically  get  to  the  polls  to  vote   0%   I  am  not  interested  in  voRng  or  poliRcs   17%   I  am  too  busy  with  work  or  school   0%   I  dont  feel  that  my  vote  will  count   69%   buzzmg.com
  16. 16. Do you think obama is in favor of entrepreneurship in the u.s.? No  32%   Yes   68%   buzzmg.com
  17. 17. Do you think programs like social security and medicare will be available when you Not  Sure   retire? 7%   Yes   30%   No  63%   buzzmg.com
  18. 18. Presidential Presidential Report card Report card April 2012 September 2012 How would you rate How would you rateReport Card PRESIDENT OBAMA’S Report Card PRESIDENT OBAMA’S performance? performance? 11% 9% A A B 37% B 36% C 28% C 29% D 14% D 15% F 10% F 10% buzzmg.com
  19. 19. What is the most important problem facing our country?Social  Programs  (I.e.  Social  Security,  Medicare)   1%   Marijuna  LegalizaRon   1%   Foreign  Policy   2%   Budget  Deficit   7%   Energy   2%   EducaRon   5%   Illegal  ImmigraRon   2%   Health  Care   9%   71%   Economy   buzzmg.com
  20. 20. Where have you been getting most of your news about the election?Television newspapers Friends & family 38% 3% 2% internet radio 52% 4% buzzmg.com
  21. 21. Which of the following influences your vote the most?Television newspapers Friends & family 32% 6% 22% internet radio 36% 4% buzzmg.com
  22. 22. Do you feel comfortable discussing your political beliefs?No,  its  private   3%   Yes   97%   buzzmg.com
  23. 23. How many of your friends share things about politics on social networking sites?   Friends & family internet None  of   All  of  them   Some  of   them   10%   them   2%   27%   Most  of   them   Half  of  them   39%   22%   buzzmg.com
  24. 24. Did you watch Did you watch the democratic the republican national national convention? convention? Television No   No   Yes   19%   Yes   24%   33%   45%  Some  of  it   Some  of  it   36%   43%   buzzmg.com
  25. 25. Who is better at communicating their messages?Romney   23%   Obama   77%   buzzmg.com
  26. 26. How does paul ryan affect romney’s chance of becoming president? Helps  Doesnt  have  an   28%   affect   31%   Hurts   41%   buzzmg.com
  27. 27. Whose responsibility is it to resolve the problems in the middle east? United  NaRons   33%   The  countries  involved  in  the   conflict   54%   European   Union   United   1%   States   Arab  League   6%   6%   buzzmg.com
  28. 28. Who do you think Who do you think SHOULD win the WILL win the 2012 presidential 2012 presidential election? election? Romney  Romney   16%   33%   Obama   Obama   67%   84%   buzzmg.com
  29. 29. It s all about the economy. 71% Key of our Millennials think that the economy is still the biggest Findings problem facing our country and no other issue comes close to it. Health care (9%) and the budget deficit (7%) are also important to our respondents, but far less than the economy. 90% of our Millennials are getting their news about the election fromPaul Ryan does not help tv or internet sources, however 22%Romney s chances of becoming said that their friends and familypresident, in fact, he hurts will have the most influence over howthem. 41% said that Ryan hurts they vote. 68% will be influenced byRomney s chances while either tv or internet sources, andanother 31% said he doesn t only 10% said that newspapers andhave any affect at all. Only radio would have an influence over28% view Ryan as a positive how they vote.addition to the ballot. buzzmg.com
  30. 30. Co n tac t Us! Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com

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