The 2016 presidential race has certainly been unlike any other election season in recent memory. In previewing this year’s campaign, Infogroup is taking a data-driven approach to answer the following questions:
1. Where do Republicans and Democrats tend to work?
2. What is the profile of a typical Republican or Democrat household?
Infogroup merged voter registration data from critical swing states with its own unique business, consumer and ExecuReach1 data to better understand where Republicans and Democrats work, what their households look like and how their lifestyle interests differ. The analysis included battleground states for this year’s election, such as Colorado, Florida, Nevada, North Carolina, and Ohio.
To answer the first question, we merged Infogroup’s voter registration data with Infogroup’s unique ExecuReach database that combines business and consumer data. When these two sources were combined, we ended up with a sample of more than 5 million individuals with their party affiliation and place of employment.
Democrats are more likely to work in larger businesses, as they’re 29 percent more likely to work at a company with at least 500 employees than Republicans are. Also, Democrats are 30 percent more likely to work at the greenest businesses in the country. On the other hand, Republicans are 24 percent more likely than Democrats to own a business.
To create profiles of today’s Democratic and Republican households, we merged the voter registration data with our consumer database, giving us a sample of more than 33 million households. There are some noticeable differences across party lines, but these differences are also dependent on whether the household is a single adult or has multiple adults.2
In general, Republicans tend to have stronger financial indicators like higher household income, home value, net worth, and likelihood to invest3, as well as a higher percentage of college graduates than Democrats. Likewise, multiple-adult households in either party also tend to be more financially secure and more likely to be college graduates than single-person households.
For example, single-adult Democrat households have a median income of $32K, single-adult Republican households $45K, multiple-adult Democrat households $67K, and multiple-adult Republican households $90K.
Beyond just looking at a demographic profile of both parties, we analyzed lifestyle interests5 and found the following differences: