Off Topic: Top Issues For Women Voters

I’m in DC this weekend. We really enjoyed the National Gallery of Art (my favorite artist was Monet) and the National Portrait Gallery. Here’s my favorite presidential portrait…

It’s hard to be in this city and not think about politics. Since the presidential candidates have been recently focusing on women voters, I dug into our consumer data to understand  how both women and men feel about 11 issues. It’s the same dataset that I used to analyze consumer sentiment towards the U.S. presidential candidates with the Net Promoter Score. As you can see in the graphic below:

  • Women and men have the same top issues. The top issues for selecting a president are the same for both men and women: improving the U.S. economy, trustworthiness of the candidates, their vision for the future, and their leadership skills.
  • Women care more about a lot of things. For 10 of the 11 issues on our list, more women than men felt that they were important.
  • Abortion and healthcare have the largest gender gaps. Women that see abortion rights as an important presidential issue outnumber men by 10 percentage points. Next on the list is abortion rights with an eight percentage point gap.
  • Men care more about energy. The candidates’ positions on the energy policy is the only issue that men care about more than women.

The bottom line: Women and men share the same top issues

Obama and Romney Promoters By Income and Employment

In my previous two posts, I examined the Net Promoter Scores (NPS) for President Obama and Mitt Romney and the issues that their Promoters care about.

In this post, I examine the percentage of U.S. consumers that are Promoters (likely to recommend the candidate to their friends or relatives) of the candidates based on their annual income levels and their current employment status. As you can see in the infographic below:

  • Obama has the largest advantage with consumers making less than $25,000 per year and the smallest lead with consumers making between $75,000 and $100,000 per year
  • Romney’s support increases with income level
  • Both of the candidates have their strongest support from high-income consumers
  • Obama has the largest advantage with students and the smallest lead with unemployed consumers

The bottom line: Obama’s strongest base are low income consumers and students

Issues That Separate Obama and Romney Promoters

In my previous post, I examined the Net Promoter Scores (NPS) for President Obama and Mitt Romney. The research, which is based on a survey of 5,000 U.S. consumers in August, showed that Obama scored higher than Romney. Both candidates, however, have very low NPS (-57% for Romney and -33% for Obama).

In this post, I’m examining the issues that U.S. citizens care about, honing in on the differences between Obama and Romney promoters (consumers that are likely to recommend the candidate to their friends or relatives). We asked consumers about 11 different issues. As you can see in the infographic below:

  • The most important issue for both Obama and Romney promoters is improving the U.S. economy and the bottom issue is the candidates’ religious views.
  • Romney promoters view eight of the 11 issues as being more important than do Obama promoters; the only exceptions are the candidate’s positions on healthcare, gay marriage and abortion rights.
  • The three issues that Romney promoters are more likely to see as important than Obama promoters are their position on U.S. relations with Israel (+26), their position on international terrorism (+16), and their religious views (+9).
  • More consumers prefer Obama’s position across all of the issues, which is not surprising considering that Obama has a larger number of promoters.
  • Consumers show the largest preference for Obama’s vision for the future of the U.S. and his position on healthcare (42%).
  • Consumers show the largest preference for Romney for his plans to improve the U.S. economy (33%) and his position on healthcare (32%).
  • U.S. consumers have the least preference when it comes to the candidates’ religious views.
  • Obama supporters show more preference for Obama’s views than Romney’s promoters do for his views in 10 of the 11 issues; the only exception is their position on U.S. relations with Israel.
  • Obama promoters show the largest preference gap when it comes to the candidates’ positions on abortion rights (+12) and gay rights (+10).

The bottom line: Consumers really care about the economy and a vision for the future

Net Promoter Scores For Obama And Romney

I decided to tap into the energy surrounding the U.S. presidential election by doing a Net Promoter Score (NPS) analysis. In Temkin Group’s latest U.S. benchmark survey that we fielded in August, we asked a number of questions about the candidates and blended that data with our rich demographic and attitudinal data.

In this first post of the series, I am examining overall NPS for the candidates and the difference across age groups. I also looked at the percentage of promoters by gender, ethnicity, and level of education. As you can see in the infographic below:

  • NPS scores are very low for both candidates (-57% for Romney and -33% for Obama), as the percentage of Detractors more than doubles Promoters.
  • Obama has more support from all age groups 64 and younger while Romney has more support from consumers that are 65 and older.
  • Obama has a more sizable lead with females than with males.
  • Both candidates have about the same support from Caucasians, but Obama has more than a two-to-one advantage with Asians, Hispanics, and African-Americans.
  • The gap with African-Americans is immense. With this group, Obama has an NPS of +39% while Romney’s is -87%.
  • Obama’s advantage in Promoters is about the same for consumers with or without college degrees.

The bottom line: Obama leads across most demographics, but NPS is awful for both candidates.

P.S. See additional information on NPS on our VoC resource page

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