SOURCE: Infogroup


October 06, 2016 10:00 ET

Study: Democrats 40 Percent More Likely Than Republicans to Work in Education; Republicans 24 Percent More Likely Than Democrats to Own a Business

New Data From Infogroup Reveals Work and Household Profiles for Republicans and Democrats in Key Battleground States

OMAHA, NE--(Marketwired - October 06, 2016) - New insights from big data, marketing services and analytics provider Infogroup reveals Democrats are 40 percent more likely than Republicans to work in the education field and Republicans are 24 percent more likely to own a business than Democrats.

In "What Does Today's Voter Look Like?", Infogroup merged voter registration data from critical swing states with its own unique business, consumer and ExecuReach data to determine where Republicans and Democrats work and what job titles they hold. The analysis included battleground states for this year's election, such as Colorado, Florida, Nevada, North Carolina, and Ohio. Additionally, the report profiles the typical Republican or Democrat household, factoring in both single-adult and multiple-adult homes.

When it comes to work life, Republicans and Democrats are split across industries. According to the report, Democrats are 70 percent more likely than Republicans to work in social services and 28 percent more likely to work in legal services. Republicans, on the other hand, are 39 percent more likely to work in wholesale trade.

The report also found that different parties boast different job titles. While Democrats are more likely to be legal counsels or directors, Republicans are more likely to be finance executives or business owners.

"The 2016 presidential election has been unlike any other in recent history, making it more challenging than ever to profile today's voter," said Michael Iaccarino, CEO and chairman of Infogroup. "That being said, we've utilized our premier business and consumer data to more accurately profile the Republican and Democratic parties both at work and at home. Our hope is that businesses can reference this data to more effectively reach and engage with their target markets."

The report also revealed key differences between Republican and Democratic households. In general, Republicans tend to have stronger financial indicators than Democrats, such as higher household income, home value, net worth and likelihood to invest. Across parties, the report also found that multiple-adult households tend to be more financially secure and more likely to be college graduates than single-adult households.

Other findings include:

  • Multiple-adult Democrat households have a median income of $67K, and multiple-adult Republican households have a median income of $90K.
  • Single-adult Republican households are 68 percent more likely than single-adult Democrat households to be religious donors.
  • Multiple-adult Democrat households are 28 percent more likely than multiple-adult Republican households to have an education loan.

"While certain industries aren't exclusive to Republicans or Democrats and not all households fit the same mold, these findings give marketers a better sense of who exactly they are trying to reach," said Gretchen Littlefield, president, Infogroup Media Solutions. "Today's marketer isn't targeting a 'Republican' or a 'Democrat' -- they're targeting a single-household Republican with a home office and a revolving line of credit. With this more complete view of a voter in mind, both B2C and B2B marketers can provide more relevant messaging across the platforms that matter most."

To download the full data report with all of the findings, please visit

About Infogroup
Infogroup is a big data, analytics and marketing services provider that delivers best in class data-driven customer-centric technology solutions. Our data and software-as-a-service (DaaS & SaaS) offerings help clients of all sizes, from small companies to FORTUNE 100™ enterprises, increase their sales and customer loyalty. Infogroup provides both digital and traditional marketing channel expertise that is enhanced by access to our proprietary data on 245MM individuals and 25MM businesses, which is distributed real-time to our clients. For more information, visit:

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