Political party behavioral trends

Are Republicans happier than Democrats?  Are Democrats focused more on style than Republicans?  Can political affiliation provide us with insight into what media individuals use?  To gain a better understanding of consumers' media habits and attitudes based on political party affiliation, Carat Insight fielded a data segmentation analysis using its breakthrough Consumer Connection Study (CCS) which surveyed 10,000 people. 

“We conducted this research to determine the trends and key insights about Republicans and Democrats that we hadn’t seen before.  People are passionate about their political beliefs, but this study provides a greater understanding of these groups beyond their political affiliation,” said Michelle Lynn, SVP, Carat Insight.  “At Carat, we are dedicated to helping our clients tap into the mind of the consumer to understand the perfect moment – and the best media and message – for reaching them.” 

By touching upon over 150 categories including media, technology, finance, food and eating habits, travel, health and advertising receptivity, Carat uncovered the following findings:

Republicans tend to have stronger Religious beliefs and conventional points of view. Over 65% of the Republicans strongly agree with the statement “I believe we were created by God.  Only 15% of the “Independents” and 42% of the democrats agreed with the same statement.

Democrats are more broadminded and worry more about global warming and the environment.  Democrats are 59% more likely to definitely agree with the statement “I am worried about global warming.”  6% of Republicans and 18% of Independents agree.

Democrats and Independents are more inclined to look for Organic and Healthy food.  36% of Democrats are prepared to pay more for Organic food and 24% of Republicans agree with the same statement.

Democrats and Independents are more associated with socializing through the Internet.  38% of Adults 18+ who always have the instant messenger on whenever they are online are Democrats and 23% are Republicans.

Democrats are more concerned with Style and Image.   22% of Democrats agree with the statement: “I spend quite a lot of money on clothes for myself.”  13% of Independents and 15% of Republicans agree with the same statement.

Republicans and Independents are more careful with money than Democrats.  38% of the Adults who agree with the statement “I tend to spend money without thinking” are Democrats,  21% are Independents and 23% are Republicans.

Happiness is more associated to Republicans.  61% of Republicans agree with: “I am happy with my life as it is.”  53% of both Democrats and Independents agree with the same statement.