Th e f if th wa ve o f a n e w a n n ua l r e p o r t p r o f ili n g th e s e u p a nd c o m i ng Mille n n ia ls.

Buzz On Politics 2012

Study 5.0

9000 buzzSpotters®

male 35%

female 65% 98

7 Par tic ipa n ts

Who was Involved?

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987 members of our buzzSpotter® network participated in th is survey.

This network is used as a resource for ethnographies, focus groups, personal

interviews, immersion experiences, surveys, and polls.

Overall, this panel is composed of trend influencers, and represent all of the “tribes” we have identified, which

include: independents, preppies, techies and alternatives.

Launched 3.31.1

2

1,541 attempts

Fielded online

Closed 4.12.12

The majority of participants are from these states.

STATS BY STATE AND PERCENTAGE >>>

location

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CA 12%

NY 19%

FL 4%

GA 6% MA

3% MI 3%

NJ 4%

PA 5%

TX 3%

OH 3%

NC 3%

IL 10%

Rest of USA 25%

The respondents ranged in age from 18 – 40 years old.

AGE

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18-25

26-30

31-35

36-40

22%

28%

28%

22%

ethnicity

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White 63%

Black 18%

Asian American 7%

Hispanic 9%

American Indian 1%

Other 2%

Marital Status

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Even th ough some recent trends suggest that Millennials are embracing single life, 57% of our respondents are married or in a relationsh ip.

Single 35%

Dating 5%

In a relationship

21%

Married 36%

Divorced 2%

Other 1%

education

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Nearly 60% of our respondents h o ld at least a bachelors degree or h igher. Another 13% h o ld an associates degree.

High school diploma

24%

Associates Degree

13%

Bachelors Degree

44%

Masters Degree

14%

Ph.D 1%

Other 4%

employment

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Unemployed 8%

Working part-time

13%

Working full-time

56%

Self-employed

6%

A student 13%

Other 4%

Alth ough the economy is still recov

ering from

the recession, only 8% of our re

spondents are

unemployed. Meanwhile 6% of our respondents

are self-employed.

Household income

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47% of our respondents fall

between the national average

h ouseh o ld income of $33,000 and

$82,000

Less than $8,000

$8,000 - $33,000

$33,000- $82,000

$82,000 - $170,000

$170,000 - $370,000

More than $370,000

I don't want to specify

4%

15%

47%

28%

3% 1% 4%

Which political party are you

affiliated with?

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Republican 24%

Democrat 48%

Independent 23%

Tea Party 1%

Other 4%

Nearly half of our respondents id

entify

themselves as democrats and 23% of them

identify themselves as independent.

How would you describe your

political views?

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39% of our respondents would describe

their views as moderate, fo llowed by 28%

wh o consider their views libe

ral.

Very conservative

Conservative Moderate Liberal Very liberal Other

4%

16%

39%

28%

10%

2%

If you are active, How

active are you per week?

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Of the 27% wh o are currently active in a

political group, 63% are ac

tive only when they

have time and another 15% for just a few h ours

per week.

Yes 27%

No 73%

Are you currently active in a

political group?

Only when I have time

63%

A few hours 15%

1 day 7%

2-3 days 10%

4-5 days 3%

Everyday 2%

Have you ever given your time or money to

support a political cause?

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More than half of our respondents

have given time and money to support

a political cause or foundation.

Time money

Yes 62%

No 38%

Yes 56%

No 44%

If Republican, did you participate or do you plan to participate in

the primaries this year?

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Surprisingly only 34% of our

republican respondents plan to take

part in th is year’s primaries.

Yes 34%

No 57%

Other 9%

Do you plan on voting in the

2012 presidential

election?

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The large majority of our respondents

voted in 2008 and plan to vote again

th is fall!

Yes 86%

No 14%

Did you vote in the 2008

presidential election?

Yes 95%

No 5%

Why aren’t you voting in

November?

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Why didn’t you vote in 2008?

“Neither candidate was worthy.”

“I didn't know much about politics back then, but do now, and I wish I could have voted for anyone but Obama.”

“Alth ough I consider myself to be more in line with democratic views I felt my vote did not matter”

“I see my personal productivity as more rewarding than being bothered with politics.”

“In California, my vote is meaningless since it always votes democratic.”

“We need someone in office who can understand the every day person, and has the real ability to start making changes that would be better for all of America, not just the rich people.”

65% economy healthcare

11% deficit

8% 7% other

3% education

What is the most important

problem facing our country?

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11% 37% 28% 14% 10%

A B C D F

Report Card How would you rate PRESIDENT OBAMA’S

performance?

The economy is still the

most important issue

for our respondents. I

ssues typically

associated with youth, like education, pale in

comparison.

2% 2% 2% immigration energy Foreign policy

If you were president obama, what would you

have done differently?

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“I would have stood up a little more to the Republicans, especially in regards to the fiscal issues”

“The current President is in a similar place George W. Bush was during h is second term. I believe Obama is a victim of partisan politics and a GOP that sees an opportunity to stonewall important political measures for their own party's gain. It's a despicable way of conducting business as a nation, but there isn't much the President can do. He can't force these guys to prioritize economic growth, or health care, or education. Obama needs to do a better job of appeasing the largely-Republican Senate and House members to accomplish the goals he promised us in 2008. “

“Keeping America more actively involved. I feel that he has not done many public speeches to America to let us know good positive facts on what has changed since he became President.”

Television

Where have you been getting most of your NEWS about this year’s elections?

internet 44%

newspapers 6%

radio 4%

Friends & family

2% 42%

Our respondents are spli

t between television and

the internet as their s

ource for news about th is

year’s elections. Surprisingly

only 6% are getting

their info from the newspa

pers.

Most popular television channels

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Most popular radio

stations

Local Stations*

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Most popular magazines

Most popular newspapers

Most popular websites

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Do you feel comfortable

discussing your political beliefs?

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64% of our respondents sai

d that at least

half of their friends share

th ings about

politics on their social net

working sites.

How many of your friends share things

about politics on their social networking

sites?

Yes 97%

No, its private

3%

All of them Most of them

Half of them

Some of them

None of them

10%

32%

22%

33%

3%

Have you ever learned that someone's political beliefs were different than you thought they

were, based on something they posted on a social

networking site?

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86% of our respondents sai

d they learned

someth ing about someone’s political beliefs bas

ed

on someth ing they wrote on a social networking

website.

Yes 86%

No 14%

When one of your friends posts something

about politics on a social networking site

that you agree with, how often do you

respond?

buzzmg.com

Always 14%

Usually 29%

Often 17%

Sometimes 31%

Never 9%

When one of your friends posts something

about politics on a social networking site that you disagree with,

how often do you respond?

buzzmg.com

Always 13%

Usually 25%

Often 14%

Sometimes 36%

Never 12%

Explain why participating in the

political process is important to you

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“This is the only way you can make a difference with th is country.”

“It's extremely important; paramount to our life as a nation. My parents came from a country with a totalitarian regime (Czech oslovakia). I am grateful to live in a country where we can discuss and debate our political ideas.”

“Because it affects my life in various ways. It affects h ow I live and h ow I deal with money and my ch ildren's future.”

“It is important because as an American, I need to speak up for what I believe. I also feel like if I don't vote or voice my opinion, then I don't have a righ t to complain. I want to be educated on politics and not be an ignorant person to what is going on around me.”

“Because someone has to make a difference and if nobody cared, noth ing would change for the better.”

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When it comes to politics, traditional T V is h o lding it’s own against the internet with 44% of votes for the internet and 42% for T V as the top two media outlets where our respondents are getting their 2012 election news.

Alth ough only 8% of our respondents are unemployed 65% of them said the economy was the biggest problem facing our nation. Perhaps the immediate futures of their parents are more worrisome than their own righ t now.

97% of our respondents are comfortable sharing their political beliefs on social networking site,

most likely because they are comfortable sharing almost anyth ing online these days. 64% added that at least half of their friends are sharing online too!

KEY FINDINGS

UP NEXT…

buzzmg.com

EMPLOYMENT. We know that they value h igher education and are more ambitious than ever, but, after graduating, are they able to find the conditions they need to flourish in th is economy?

F INANCES. We know that for the most part, Millennials are employed, but h ow are they spending their money? What matters most?

EDUCATION. Our next wave will focus on Millennial education. We will explore topics like h igher education and h ow to adjust your skills to fit the economic climate we are living in.

Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com

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