Digilant, today released the results of new audience insight research, US Voter Persona Study: Trump and Clinton 2016 Voters Across 3 Generations. It reveals important audience insights about the preferences, interests, and behaviors of US voters who support Hillary Clinton and Donald Trump. The study examines the voter audiences across three generations – Millennials, Generation X, and Baby Boomers, and reveals how different these voters really are.
Findings from this audience insight study yield valuable insights for political and brand marketers alike who want to reach voters during the 2016 US presidential election season. It shows that at a high level, these audiences have many similarities. However, a deeper analysis of the data at a generational level shows that these audiences exhibit very different preferences, interests, and behaviors.
The study’s methodology leveraged Consumer Persona, Digilant’s proprietary insight and predictive modeling system, with third party consumer data to predict the likelihood of a user to take a particular action. Specifically, Consumer Persona digested six third party data segments — based on age and affinity towards either Hillary Clinton or Donald Trump — to identify the unique preferences, interests and behaviors of each audience. The six audiences included Millennial Trump Supporters, Generation X Trump Supporters, Baby Boomer Trump Supporters, Millennial Clinton Supporters, Generation X Clinton Supporters, and Baby Boomer Clinton Supporters.
“This Consumer Persona study arrives at a critical time for programmatic advertisers who want to target and engage voters this election season,” said Alan Osetek, Global CEO, Digilant. “It’s clear that voters are a complex audience. Our study delivers findings that can be used by programmatic advertisers to better understand the nuances of US voter audiences based on the candidate they support and the generation they fall within. For advertisers who want to drive return on ad spend, the next step is to apply this new level of understanding to their programmatic audience targeting strategy to effectively reach and expand their audience.”
Key findings from the study include:
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