White Paper Compares Social Media Audience Demographics of Clinton, Sanders, Trump, Cruz and Other Presidential Candidates

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Demographics Pro today released the US Presidential Race 2016 Social Media Demographic Insights white paper which analyzes the Twitter and Instagram audiences of leading candidates this election season.

A key insight from the US Presidential Race 2016 Social Media Demographic Insights white paper

Bernie Sanders followers with below $30k/year personal income over time vs. other candidates

Demographic analysis provides a deep perspective on recent primary results and future contests, and speaks to the electability of candidates who may earn their parties’ nomination.

Demographics Pro today released its US Presidential Race 2016 Social Media Demographic Insights white paper, analyzing the Twitter and Instagram audiences of eight presidential candidates by age, marital status, parental status, ethnicity, personal income, and location by early primary and swing state. The paper also compares the changing demographics of each candidates' audience over time, and the demographics of active supporters (people tweeting official campaign hashtags) versus passive followers.

The full white paper, analyzing the audiences of Hillary Clinton, Bernie Sanders, Martin O’Malley, Donald Trump, Ted Cruz, Marco Rubio, Jeb Bush, and Ben Carson, is available here:
http://demographicspro.com/US-Presidential-Race-2016-Social-Media-Demographic-Insights.pdf

Coinciding publication of the paper with Presidents’ Day, lead author Corey McCarren, Director of Insights Support at Demographics Pro, commented "Candidates in this year’s presidential race recognize the crucial role that social media plays in winning voters’ hearts and minds – demographic analysis provides a deep perspective on recent primary results and future contests, and speaks to the electability of candidates who may earn their parties’ nomination.”

Findings from the paper include:

  •     Hillary Clinton is the only candidate with a majority female Twitter following, at 55.4%, while no Republican candidate has above 41.0% female followers. On Instagram, her female audience rises to 69.2%.
  •     Of the 3.1 million Twitter followers Donald Trump added Mid-Campaign, only 35.3% are female, a significant decline from 42.5% female Pre-Campaign.
  •     At the same time, Trump's percentage of white/Caucasian followers increased from 87.3% Early-Campaign to 90.1% of followers added Mid-Campaign.
  •     Democratic candidate Bernie Sanders is notable for having the youngest and least affluent Twitter following out of all candidates, with 45.4% of his audience aged under 25 and 49.0% with an annual income of less than $30,000.

In addition to the white paper itself, Demographics Pro is also able to provide original data to political analysts and journalists who would like to draw their own insights.

About Demographics Pro

Demographics Pro is the leading provider of actionable insight into social audiences, delivering demographics and psychographics by dashboard and API to analyze, influence and target consumers on the social web. Top agencies, analytics providers and brands relying on the company’s demographics include Edelman, FleishmanHillard, W2O Group, Mindshare, Rentrak, CAA, Disney, Skype, HP, Starbucks, GoPro and Airbnb.

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Corey McCarren
Demographics Pro
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