Republican Voters Super Tuesday infographic

REPUBLICAN VOTERS READ PRESS RELEASE FOLLOW US WHERE THEY ARE. WHAT THEY LIKE. HOW TO REACH THEM. SCARBOROUGH RESEAR CH We Keow the Locals Natlonwide ON SUPER TUESDAY, TEN STATES WILL HOLD THEIR REPUBLICAN PRIMARIES. These insights on Republican Voters can assist political candidates and their campaigns to best and most efficiently reach voters. Consumer research firm Scarborough defines Republican Voters as registered voters who self-identify as Republican and say they “always" vote in any elections. Source: Scarborough USA+ 2011 Release 2 © 2012 Scarborough Research SUPER TUESDAY *This map includes the percent of Republican Voters who reside in local markets within Super Tuesday states. 24%/ 115 Spokane UNDERSTANDING THE DATA 31% of Tulsa residents are Republican Columbus Voters. Tulsa residents are also 51% | 24 27% 27 more likely to be Republican Voters than all Americans. Cincinnati Knoxville Tulsa 151 Oklahoma City 31% 24% 30% Richmond 23% 113 23% Chattanooga Roanoke TOP 10 23% Atlanta LOCAL MARKETS FOR REPUBLICANS The chart below shows the local markets with the highest concentration of Republican Voters. Only two of these markets, Salt Lake City and Charlotte, are in the top 25 largest DMAS. BREAKDOWN BY DESIGNATED MARKET AREA™ DMATM* % of Total Adults who identify as Republican Index Scarborough measures consumer insights Harrisburg 34% 164 across 77 top U.S. markets. This map represents Tulsa 31% 151 HOWTO READ the local markets studied by Scarborough Salt Lake City 31% 150 31% of Salt Lake City residents self-identify as Republican. They are Jacksonville 31% 148 within states participating in Super Tuesday. Oklahoma City 30% 145 The accompanying chart to the left includes 50% likely all American adults to Lexington 29% 139 the top local markets for all self-identified identify as Republican. Mobile 28% 137 Republicans. Fort Myers 28% 133 Charlotte 27% 133 Cincinnati 27% 132 *DMAIS A TRADEMARK OF NIELSEN MEDIA RESEARCH. 10% independent, but feel closer to democrats 32% POLITICAL AFFILIATION 10% democrats independent 28 10% VOTER PARTICIPATION of registered voters none of these 10% independent, but feel closer to republicans self-identify as republican ELECTIONS 93% 131 of republicans "always" vote in presidential elections For purchase information about this, or any other consumer topics. please contact: Scarborough Research Haley Dercher (members of the press) 646.654.8426 [email protected] [email protected] (all others) www.scarborough.com INDEX 71% 142 "always" vote in state elections 58% 140 INDEX Source: Scarborough USA+ 2011 Release 2 e 2012 Scarborough Research "Republican Voters are adults who self-identify as Republicans. "always" vote in local elections are registered voters, and "always" vote in any elections. DEMOGRAPHICS OF REPUBLICAN VOTERS 20% NDEX 136 27% earn under $35,000 TOTAL ADULTS: 29% earn $100,000+ TOTAL ADULTS: 20% 17% HOUSEHOLD INCOME earn $35,000 to $49,999 17% 19% TOTAL ADULTS: 20% earn $75,000 to $99,999 TOTAL ADULTS: 14% earn $50,000 to $74,999 TOTAL ADULTS: 17% HOUSEHOLD DEMOGRAPHICS HOME OWNERSHIP MORE THAN HALF (61%) OF REPUBLICAN 84* VOTERS ARE EMPLOYED AND 43% WORK IN own their own home WHITE COLLAR PROFESSIONS. More than one-quarter TOTAL ADULTS 69% (27%) of Republican Voters have an annual household income of 38% $100K or more. They are 23% more likely than all American adults to PRESENCE OF CHILDREN hold at least a college degree, 21% more likely to own their own home have children in the household TOTAL ADULTS: 39% and 10% more likely to belong to the Baby Boomer generation. 19% 18% 17% age 12-17 age 6-11 up to age 5 TOTAL ADULTS. 18% TOTAL ADULTS: 19% TOTAL ADULTS I8N EMPLOYMENT 43% work in white collar professions AMONG REPUBLICAN VOTERS TOTAL ADULTS: 37% 14* are homemakers, students, or other TOTAL ADULTS 17% 4% are laid-off / looking for work TOTAL ADULTS 6% 39% 47% are employed full-time (more than 35 hours per week) are not TOTAL ADULTS: 44% employed 61' TOTAL ADULTS: 40% 21* are retired are employed TOTAL ADULTS: 17% TOTAL ADULTS: 60% 14% are employed part-time (less than 35 hours per week) TOTAL ADULTS 16% 18% work in blue collar professions TOTAL ADULTS: 23% EDUCATION & MARRIAGE 115 64h | % 36% AMONG REPUBLICAN VOTERS are college educated no college TOTAL ADULTS: 5OM and of those who are college educated, 32% 70 INDEX 123 have at least a college degree TOTAL ADULTS: 26% are married 125. TOTAL ADULTS: 56% GENERATION & GENDER 38" 110, AMONG REPUBLICAN VOTERS age 45-64 TOTAL ADULTS: 3% 23% 27h GENERATION Y GENERATION X 129 age 30-34 50% 50% age 65+ BABY BOOMER TOTAL ADULTS 28% TOTAL ADULTS: 18% 12% SILENT GENERATION TOTAL: 5% TOTAL: 49% age 18-29 TOTAL ADULTS 20% 6% 4% 4% hispanic TOTAL ADULTS: 14% RACE & ETHNICITY Tasian/other TOTAL ADULTS: 5% 4 black/ african american TOTAL ADULTS: 1% For purchase informațion about this, or any other consumer topics, please contact: Scarborough Research Haley Dercher (members of the press) 646.654.8426 [email protected] [email protected] (all others) www.scarborough.com TOTAL ADULTS: 706 Source: Scarborough USA+ 2011 Release 2 O 2012 Scarborough Research "Republican Voters"are adults who self-identify as Republicans, are registered voters, and SCARBOROUGH RESEARCH We Krow the Locals Nationwide "always" vote in any elections. REPUBLICAN VOTERS WITH INTERNET ACCESS SPEND AN AVERAGE OF 10 HOURS ONLINE PER WEEK AND JUST OVER $800 ON ONLINE PURCHASES PER YEAR. Though Republican Voters visit many popular websites, they are 11% more likely than all American adults to visit mapQuest.com, 12% more ONLINE TIME & MONEY likely to visit ESPN.com, and not surprisingly, 74% more likely than all American adults to visit FoxNews.com. Social networking is another space that draws Republican Voters with 58% having accessed a social media website in the past 30 days. REPUBLICAN VOTERS WHO ARE ONLINE Republican Voters are also 8% spending an average of more likely than all American 10 79 810 adults to get sports scores and updates on their smartphones. hours per week online, and spending TOTAL ADULTS: 10 HOURS access the internet monthly online in the past 12 months TOTAL ADULTS 75% TOTAL ADULTS: $830 WEBSITES REPUBLICAN VOTERS WHO ARE ONLINE VISIT Top-ranked websites that Republican Voters visited more than all American adults. 44*O mapQuest 36* amazon.com TOTALADULTS: 4Oe TOTAL ADULTS: 36% 32* 29%: eBay weather.com TOTAL ADULTS: 29% TOTAL ADULTS: 27% 26* O %. 174 23% foxnews.com bing TOTAL ADULTS: 15% TOTAL ADUL TS: 22% 19% 15% 100, espn.com aol TOTAL ADULTS: 17% TOTALADULTS: 15% SOCIAL NETWORKING OF REPUBLICAN VOTERS WHO ARE ONLINE 56% facebook TOTAL ADULTS: G0% 38% youtube 58% TOTAL ADULTS: 44% Q% have accessed social networking via computer or phone in the past 30 days linkedin TOTAL ADULTS 8 TOTAL ADULTS 64 4% 16% twitter TOTAL ADUL TS: 7% 3% read or contributed to a blog in the past 30 days myspace TOTAL ADULTS 17% TOTAL ADULTS: 74 INDEX 105 89th MOBILE PHONES & CONNECTIVITY 11% use a cell phone AMONG REPUBLICAN VOTERS TOTAL ADULTS: 84% no cell phone and of those who use a cell phone, 30% 86* use text messaging and of those that use smartphones, INDEX 108 use a smartphone TOTAL ADULTS: 28% 59* use e-mail on their phone For purchase information about this. or any other consumer topics. please contact SCARBOROUGH RESEA RCH Ve Kaw the Locads Nationwide Scarborough Research Haley Dercher (members of the press) 646.654.8426 27% get sports scores/updates on their phone Source: Scarborough USA+ 2011 Release 2 © 2012 Scarborough Research [email protected] [email protected] (all others) www.scarborough.com "Republican Voters are adults who self-identify as Republicans, are registered voters, and "always" vote in any elections.