SOURCE: Peanut Labs

January 11, 2008 08:00 ET

Majority of Gen-Y Values "Honesty and Trust" Over "Experience" in Presidential Candidate Attributes

Gen-Y Feels Country on Wrong Track; Obama Campaign Popular Due to "Openness" and Likely Helped by Gen-Y Forgiving "Experience" as Key Attribute

SAN FRANCISCO, CA--(Marketwire - January 11, 2008) - A survey of voting preferences of younger voters on social networks by Peanut Labs, Inc., provider of unmatched Gen-Y sample for market researchers, finds the majority of Gen-Y voters feel the country is on the wrong track. Also, Gen-Y voters feel that honesty and trust are the most important attributes when assessing a candidate for president.

The survey, conducted in January 2008, is the first part of a two part series examining the voting habits and preferences of Gen-Y, today's 18-29 year olds.

  • 67.8 percent of all Gen-Yers feel the country is on the wrong track. Broken down by party:
    • 75.5 percent of Gen-Y Democrats feel the country is on the wrong track
    • 60.7 percent of Gen-Y Republicans feel the country is on the wrong track
    • 73.3 percent of Gen-Y Independents feel the country is on the wrong track

  • Gen-Y's most important attributes in a presidential candidate are:
    • Honesty and trust at 32.3 percent
    • 30.7 percent value candidate's position on key issues
    • 16.7 percent stated intelligence
    • Experience placed fourth at 9.25 percent.

  • Broken down by party:
    • Democrats feel "Policies/stance on issues" to be most important
    • Republicans and Independents feel "Honesty and trust" most important

  • When asked about Obama's popularity amongst younger voters after drawing 57 percent of voters under 30 in Iowa:
    • 29.3 percent said it was due to his "likeability and openness."
    • 26.5 percent felt his "stances on key issues" contributed to his popularity.
    • 10.1 percent feel his "background and experience" were key to his popularity.

"With 68 percent of Gen-Y respondents noting the country on the wrong track, candidates with messages of change like Barack Obama seem to be surging, with his campaign capturing 57 percent of voters under 30 in Iowa," said Murtaza Hussain, Chief Executive Officer at Peanut Labs. "This generation may prove key in choosing the next president, as they are already the key-influencers for consumer goods and entertainment trends. They appear willing to overlook experience as a key attribute, which older candidates often base campaigns on."

The survey was carried out among 1070 Gen-Y respondents active on more than seventy leading social networks that examined Gen-Y's voting preferences heading into the 2008 primary season. For more information please contact Peanut Labs. The second portion of the survey will be released on January 22.

About Peanut Labs

Peanut Labs is changing the way online market research is accessed and delivered, providing unparalleled access to millions of 13-25 year olds that comprise today's Gen Y audience. Developer of Sample3.0, the Peanut Labs sample methodology taps into more than 70 social networks including MySpace, Facebook, and Google OpenSocial. Sample3.0 is quickly becoming the online sampling methodology of choice by leading marketing research firms. More information about Peanut Labs and Sample3.0 can be found at

Contact Information

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    SHIFT Communications
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