This week sees the release of two brand new audience reports, drawing on our political affiliation questions in the UK and US to profile the attitudes and digital behaviors of each of the major party’s supporters. So, with Big Data now a central part of how political campaigns are run and supporters rallied, just how different are the Republicans vs the Democrats, or Labour vs the Conservatives?

Some of the major findings in the report include:

* While the Democrats in the US and Labour in the UK can boast cross-demographic support, affiliation with the Republicans and Conservatives increases sharply in line with age and income.

* In the UK, the Tories have lost considerable ground to UKIP among older but lower incomes groups. For the Lib Dems, the picture is bleak across the board: only very small minorities in all groups say that they would vote for them at the next election.

* In the US, Black/African Americans are 11 times more likely to identify with the Democrats rather than the Republicans. A similar, although slightly less pronounced pattern, is present for Hispanic and Asian Americans too, whereas the picture is much more even for White/Caucasian non-Hispanics.

* In the UK, women dominate the “undecided” group, indicating that they will be highly influential over the outcome of the General Election. The economy and environment will also be key battleground issues in both countries – those undecided in the UK, or Independent in the US, are typically much less positive about both of these areas.

* Despite clear demographic and attitudinal differences between party supporters in the UK and USA, digital behaviors are remarkably similar – showing that Big Data-based targeting will need to be extremely nuanced. In the UK, for example, Labour and Green supporters are slightly ahead for activities like second-screening, but about 60% or more in all groups are going online via mobiles. And in the US, there are virtually no differences in the percentages connecting via cell phones or tablets.

* Facebook is still by far the most favored social network in both countries. In the UK, at least three quarters of voters for each party have an account on the site, with Green (59%) and Lib Dem (57%) supporters being the most likely to use it each month (compared to a lower 45% of UKIP voters). In the US, over 80% of supporters for each party have an account on the site and more than 50% say that they actively use the service on a monthly basis. Following behind are Twitter, Google+, Pinterest, Instagram and then LinkedIn.

Clients can explore these themes in more detail by downloading the full reports from the Insight store here. To sign up for a free, no-commitment trial, click here. Alternatively, a free summary version of the US Voter report can be accessed here.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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