Our newsfeeds, cable news reports, and personal messages have all provided constant updates about the rapidly changing and increasingly interesting race to the White House. Only six months away from the election, it’s incredibly difficult to turn away from the headlines and the impact of these stories on the future of the United States.
And as we arrive closer and closer to the 2016 Presidential Election, it’s exciting to learn more and more about the Millennial generation’s thoughts and opinions – and particularly how they have changed over the past few years. So this month’s buzzReport is all about Millennials and their changing approach to the upcoming election.
1. Key Concerns
Four years ago, the number one concern of Millennials was the economy. 72% of Millennials revealed that “the Economy” was the most important problem facing the country. Now, that number has drastically fallen to 37%. Further, “Education” has fallen by more than half, from 12% to %5. And “Social Programs” has reduced drastically from 9% to 1%. These declines indicate that Millennials’ concerns and preferences are much less monolithic than they were four years ago and thus are much more difficult to cater to as Presidential candidates.
2. News Updates
In 2012, Millennials received most of their election news from television (41%) and the Internet (49%). The disparity between the two has widened drastically. Now, 64% of Millennials receive most of their election updates from the Internet, whereas only 27% primarily receive election updates from television. Reliance on radio and newspapers have also decreased by at least a fourth, adding to the dependence and faith on the Internet by Millennials as a key forum for news.
3. Media Influence
Given the shift in news sources, how are each of these media platforms actually influencing Millennial opinions? Interestingly enough, 20% of Millennials now (as compared to only 10% in 2012) assert that media sources do not impact their voting preferences at all. This may be a result of the increased variety in sources – or, more likely, the more insular nature of Internet newsfeeds and updates. Given the ability of Millennials to highly personalize their news and remove opposing viewpoints from their sight, it is much easier to exist in a world where “targeted media” (rather than mass media) only confirms already-existing beliefs.
4. Political Action
As we stated earlier this year, 93% of Millennials plan to vote in the 2016 Presidential Election and 99% feel comfortable discussing their political beliefs. But how does this translate to other arenas of political action? This year, we noted that less than a quarter (22%) of Millennials are active in a political group of organization. That is a slight decrease from 2012, when 26% were organizationally active.
We know that the political landscape has been transforming steadily over the past few decades, and those transformations have manifested themselves in fascinating ways. But by learning about the specific changes in the Millennial approach and tapping into the above trends that we’ve identified for you, you’ll be able to truly keep a finger on the political pulse of this country.
- Posted by admin
- On May 6, 2016
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