Candidate NPS* (calculated by subtracting the percentage of Detractors from
the percentage of Promoters)
Obama McCain
September October September October
All Adults -35.1% -30.1% -32.6% -38.4%
Registered Voters -33.3% -28.7% -27.9% -34.4%
Democrats +22.0% +27.9% -78.0% -79.8%
Republicans -86.3% -83.6% +36.9% +30.7%
Independents -47.0% -43.1% -38.6% -49.7%
Women -32.0% -25.6% -37.6% -45.0%
Source: BIGresearch, Sept 08 CIA (N=8,167) & Oct 08 CIA (N=8,117)
*Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix
Systems, Inc., Bain & Company, and Fred Reichheld
For more complimentary results, please click here:
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Though he made gains, Obama still doesn't do as well with Republicans
(-83.6%) as McCain does with Democrats (-79.8%). Nor does he do as well
within the Democratic Party (+27.9%) as McCain does among Republicans
(+30.7%). The lower scores for Obama may indicate that Democrats are not
totally sold on his candidacy, and may become one of the few bright spots
for McCain in the last weeks of the Presidential race.
Nevertheless, it is clear consumer sentiment towards the election has
changed practically overnight, likely a result of the economic decline and
government bailouts. Almost six in ten Adults 18+ (59.7%) feel the
financial bailout will not solve the current economic turmoil, and as a
result, 53.2% indicate they are now spending less compared to this time
last year. 41.3% also plan to pull back on their holiday spending, yet
another grim tale for an already uncertain December holiday season.
Do you think the proposed bailout for financial markets will solve the
current economic turmoil in the U.S.?
Adults 18+ Republicans Democrats Independents
Yes 8.6% 9.9% 9.5% 7.0%
No 59.7% 58.1% 58.7% 64.6%
I don't know 31.8% 31.9% 31.8% 28.4%
Source: BIGresearch, Oct 08 CIA (N=8,117)
About BIGresearch
BIGresearch is a consumer intelligence firm providing analysis of behavior
in areas of products and services, retail, financial services, automotive,
and media. BIGresearch conducts the Consumer Intentions and Actions (CIA)
Survey which monitors more than 8,000 consumers each month. The CIA
delivers fresh, demand-based information on where the retail consumer is
shopping and their changing behavior. Unlike indicators based on past
performance, this data brings intelligence on where the retail consumer is
going, their intentions and actions. They also conduct the Simultaneous
Media Survey (SIMM) of more than 15,000 consumers twice each year.
BIGresearch's methodology provides the most accurate consumer information
in the industry with a margin of error of +/- 1 percent.
http://www.bigresearch.com
Contact Information: Contact: Dianne Kremer BIGresearch 450 West Wilson Bridge Road Suite 370 Worthington, Ohio 43085 (614) 846-0146