Politics is a sensitive subject these days, as the divide between Republicans and Democrats is wider than ever before. While they sit on opposite sides of the political spectrum, exactly how far does the gap stretch?
Semcasting used our data to draw comparisons between households with Democratic and Republican voters in Florida, Texas, Pennsylvania and Ohio.
What Makes Them Different?
More personal characteristics differ than what you may think. Using our social matrix feature, we were able to spot key differences between the parties.
Many Republicans are active and retired seniors that enjoy gardening and simple things like road trips. They have a higher percentage of family planners, or those who prioritize the balance between work and family as well as having a comfortable lifestyle.
Comparatively, Democrats have double the amount of late 20s-late 30s career focused individuals living in cities. Interestingly, they also have many more 40 year olds with a strong focus on family. This was notable because both categories contradict each other.
In Florida and Texas, Fox News, a known Republican-leaning news source, was the top site for both Democrats and Republicans even though Democrats usually lean toward CNN as their primary news source. While Texas is considered a Republican State and Florida is considered a swing state, Floridians may be more Republican than their party registration suggests.
What Makes Them Similar?
All states and parties have the same percentage of elderly bargain hunters who are always looking for the next best deal. In fact, the number is above average in FL, TX and PA.
Entertainment-wise, football is the top category searched in all groups. Two interests that our country shares widely is a love for football and celebrities. Hollywood is the top trending location amongst all groups. This data lends credence to the current national fascination with the Travis Kelce and Taylor Swift (or “Traylor”) stories.
In these states, the number of those who live luxury lifestyles is below the national average. That means that individuals aged 52-64 with high paying jobs and disposable incomes are harder to come by in both parties.
The usual assumption is that Republicans tend to live luxurious lifestyles, however that is clearly not the case. Democrats and Republicans in these states seem to have similar lifestyle situations. That may not have always been true, but it is now.
The Importance of Ohio
Ohio used to be a predominantly Republican state; however, current Democratic Senator Sherrod Brown has been able to hold a seat in the Senate since 2006. His reelection is considered essential for Democrats’ chances to retain the Senate Majority in 2024. Voting is as important as ever in the state.
An important insight discovered from our data relating to this election is that the Tax Free Savers percentage exceeds the national average in Ohio. Someone considered as a Tax Free Saver in our matrix is 52-64 years old and has good investment and saving strategies. They usually have a long-term plan for retirement.
This is the largest social matrix in Ohio and is the group of people that candidates and advertisers across parties should focus on for the upcoming election.
Bridging the Political Gap
The media likes to focus on the differences between Republicans and Democrats. In our divided world, it’s important to recognize the similarities between them. Our data is able to give us the demographic numbers but it's up to us to use the data and understand the audiences.
At the end of the day, political parties are chosen based on influence, beliefs and personal values on top of demographic traits. This all comes into play with election campaigns and advertisements. Not to mention, this also affects life far beyond the advertising industry.
Data like Semcasting’s helps to draw these connections across party lines, allowing advertisers to reach the largest possible audience. Beyond this application, it can help us as we come into contact with those across the political spectrum. After all, acknowledging similarities is a valuable first step to reaching an understanding.