Survey of Voters & Nonvoters

November 2012
Commissioned by Prof. Ellen Shearer Medill School of Journalism, Media Integrated Marketing Communications Northwestern University

2012 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

Methodology
These are findings from an Ipsos poll conducted from Nov. 7-19, 2012.

A sample of 1,686 Americans ages 18+ was interviewed online, including 516 who voted in the recent presidential election and 1,170 who did not vote.
The precision of the Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 4.9 percentage points for voters and 3.3 percentage points for nonvoters. The data were weighted by gender, age and ethnicity to the post-election voter profile based on data from the Current Population Survey (CPS). Statistical margins of error are not applicable to online polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to, coverage error and measurement error. Figures marked with an asterisk (*) indicate a percentage value of greater than zero but less than one-onehalf of one percent. Where figures do not sum to 100, this is due to the effects of rounding.

Background and Objectives

This research was conducted on beone-half of Professor Ellen Shearer of the Medill School of Journalism, Media, Integrated Marketing Communications, building on a past survey exploring the attitudes and behaviors of nonvoters. USA Today was provided the poll results for public dissemination and released the results on Nov. 14, 2012 in its print edition and Nov. 13, 2012 on its website.

Objectives include:
To understand, analyze and compare the behaviors, opinions, and attitudes of nonvoters and voters during the 2012 presidential elections and why they did not vote. To understand the key demographics of nonvoters during this recent 2012 presidential election and to find what key issues are important to them. To compare demographic and attitudinal differences between voters and nonvoters.
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Key Findings: Profiling Nonvoters

Nonvoters tend to skew younger, with nearly one-third (31%) being under 30.

Nonvoters also tend to be less affluent, as six in ten have a household income of less than $50,000 (vs. 41% of voters).
They also tend to be less educated; over four in ten have a high school education or less, and just 30% are college graduates. Nearly one-quarter of nonvoters are Hispanic (vs. 7% of voters). In terms of their political affiliation, nonvoters tend to skew Democrat (26% Democrat vs. 15% Republican), but they are also more likely to affiliate themselves with some other party (13%) or to refuse (14%). Nearly one-half (44%) would have voted for Obama, while just 26% would have voted for Romney. In terms of ideology, a plurality (36%) say they arent sure, 15% consider themselves to be liberal, 27% moderate and 21% conservative.

Key Findings: Barriers to Voting

More than four in ten nonvoters have never voted, and few say that their friends and family voted. Over one-quarter of nonvoters say that they didnt vote because they werent registered, by far the top reason.
Those who arent registered say it is because they just never registered (21%), they dont care much about politics (14%), or because the candidates just do what they want anyway (11%). Some cite problems with registration, such as registering too late (5%), registration issues (2%), having to work during registration hours (1%), distance from registration location (2%) or not knowing how to register (2%).

Other top reasons for not voting in this election include choosing not to (18%), the belief that their vote wouldnt make a difference (16%), dislike of the candidates (14%) and lack of interest in politics (12%). One-quarter blame logistical or timing issues, such as not having a way to get to the polls (7%), having to work (7%) or travel (4%). Nonvoters are most likely to say that allowing internet voting, cleaning up government and having more or better candidates would encourage people like them to vote.
Voters are more likely than nonvoters to say that cleaning up government and keeping people more informed would help motivate people to vote.

Key Findings: Political Knowledge and Outlook

While over one-half of voters and nonvoters, alike, say that they country is off on the wrong track, nonvoters are less likely to say things are going in the right direction (26% vs. 40%) and to say they arent sure (20% vs. 7%).
Both groups share a similar, optimistic view about their familys financial situation, with six in ten expecting things to improve next year. Yet financial and economic concerns are by far the most important problem, including the economy in general, jobs and unemployment (though voters are more likely than nonvoters to say this), and the budget and deficit. Less than one-half of nonvoters say that they follow whats going in government some or most of the time (vs. 81% of voters). Male nonvoters tend to be more tuned in than women.

Nonvoters are much less likely to be familiar with recent current events, such as the attacks on Benghazi and the voter ID laws, with four in ten saying that theyve heard a fair amount or great deal about them.
Nonvoters also tend to be less clear about the candidates policy stances on issues such as gay marriage, military spending and tax cuts. Nonvoters are not only less likely to associate these policy stances with the correct candidate, but also more likely to say they arent sure. Likewise, they are also less knowledgeable when it comes to the makeup of Congress; just one-third know that there are two Senators from each state, and less than one-half know that the number of representatives is based on a states population. Roughly one third werent sure, and others selected incorrect responses.
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Key Findings: Role of Government

Nonvoters tend to believe that their votes dont matter; four in ten say that being only one person, their vote doesnt make a difference. Many also feel that elections have little impact:
Six in ten believe that things just go as they did before regardless of who is elected, and a similar proportion feel that voting has little to do with how real decisions are made in our country. Four in ten also believe that success in life is determined by forces outside of their control.

Nonvoters are also more likely than voters to feel alienated from Washington, as seven in ten think elected officials dont care about people like them and one-third say that most issues in Washington dont affect them personally. Nonvoters also tend to be negative toward government in general, with less than four in ten thinking that the federal government does a better job than it is given credit for. While two-thirds of voters and nonvoters, alike, believe that the federal government should only run things that cant be run at the local level, nonvoters are more likely to think that the government should play an active role in improving healthcare, education, housing etc. for middle income families (77% vs. 66%). Roughly six in ten voters and nonvoters believe that we should have one-third major political party.
At the same time, nearly one-quarter of nonvoters (vs. just 9% of voters) believe that there are hardly any differences in what the Democratic and Republican parties stand for.

While nonvoters have similar favorability levels when it comes to Obama and the Democratic Party, nonvoters tend to be more critical of Romney and the Republicans, mirroring their Democratic leaning.
At the same time, nonvoters also tend to be less positive toward local institutions, such as their local school board, city council and religious institutions. Majorities of voters and nonvoters, alike, have an unfavorable view of Congress.
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Key Findings: Activism and Engagement

While four in ten nonvoters watched the presidential debates, far less watched the vice-presidential debates, convention coverage or donated to a campaign. In fact, a majority say that they did none of these things (vs. just 20% of voters). When it comes to involvement in their community, they are similarly disengaged. Just three in ten have volunteered in the past year; one in five have been active in a community group, and fewer have contacted an elected official or the media, participated in a demonstration, volunteered for a campaign, or been active in a political club or organization.
Voters are significantly more likely to have engaged in each of these behaviors, particularly volunteering for a charity, participating in a community group and sending a letter/email to a media outlet or government official.

Key Findings: News Consumption

Voters are twice as likely as nonvoters to say that they followed news about the campaigns very or fairly closely (82% vs. 41%).
Likewise, just one-third of nonvoters say they are interested in local politics (vs. two-thirds of voters).

Nonvoters tend to consume news with much less frequency than voters, turning most often to TV news programs, visiting social media sites and reading, listening or watching news on their computers.
Just one-quarter read a newspaper in print at least several times per week; 34% say they never do.

Just two in ten nonvoters regularly discuss politics with their family or friends.

TV is by far their go-to source for political news, particularly basic cable, followed by family/friends and newspapers. Nonvoters are most likely to say that increased objectivity (though much less so than voters), including political coverage from multiple sources and including voices of more potential voters would improve political news coverage. Still, a plurality (28%) said they didnt know, another testament to their lack of interest and involvement in politics.
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Key Findings: Clusters

Segmentation Analysis found Six Clusters: 1. Low-education males who are anti-government and not online; conservative and pessimistic about the future PESSIMISTS 2. Females who didnt vote for logistical reasons only (working, illness, too busy, no transportation) TOO BUSYS 3. Females who are not registered to vote and who support big government and Obama, and are very worried about the economy STRUGGLERS 4. Young females with no interest in or knowledge of politics or government TUNED OUTS 5. Educated, moderate churchgoers who do not identify with either party and are dissatisfied with the direction of the country ACTIVE FAITHFULS 6. Democrat-leaning educated young males who didnt vote for logistical reasons (working, no way to get to polls) DOERS

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Cluster Analyses

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Groups 1 and 2
GROUP 1: Pessimists (27% of nonvoters) Middle-aged and slightly older Retired, Male Lower-education, lower-income Didnt like either candidate Dislike of the government, generally, and of Obama, specifically Country headed on wrong track Not online and low civic engagement or activism Rarely vote Conservative-leaning Small-government Pessimistic about future of the economy
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GROUP 2: Too Busys (20% of nonvoters) Female Working full-time or retired Middle-income ($25k-$75k) Medium-education Didnt vote for logistical reasons Civically engaged believe in big government

Family and friends do vote; they have voted in the past

Politically moderate Have a party preference (are not undecided)

Groups 3 and 4
GROUP 3: Strugglers (19% of nonvoters) More likely to be female Low-income, low-employment 100% are not registered to vote Support Obama Very worried about the economy Support a big role for the government social safety net Dislike Romney Not active in volunteering or civic activities Never vote GROUP 4: Tuned Outs (16% of nonvoters) More likely to be younger and/or students No interest in or knowledge of political or electoral events High number of Dont know and Refused responses Low awareness of current events

Feel it makes no real difference (to their lives) who is elected

Consume very little news Feel their vote doesnt count

No civic activity

13

Groups 5 and 6
GROUP 5: Active Faithfuls ( 11% of nonvoters)
Employed most likely to be self-employed or part-time employed Educated, middle- to high-income Southern Religious very active in church and volunteer work (100% do volunteer work for religious or nonprofit organizations) and favorable towards religious institutions Black and White (not Hispanic, Other) Didnt vote because they didnt like the candidates or for religious reasons (13% cite religious reasons vs. 4% nationally)

GROUP 6: Doers (8% of nonvoters)

Didnt vote for logistical reasons Young, Hispanic Educated, Male Huge media consumers Highly engaged in politics and elections Obama supporters / Democrats Liberal

Pessimistic about the countrys direction and dissatisfied with the government but optimistic about their economic future
Civically engaged, sees differences between the parties, and believe that voting makes a difference High news and information consumption Very knowledgeable about how government and politics works Identify as Other political party and as moderates

Pro-government and progovernment-institutions

Optimistic about the countrys future and the economy Very knowledgeable about governmental structure Engaged in local politics, but feel removed from Washington
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Voting Behavior and Attitudes

15

Voted in 2012 Election

About one-third of nonvoters (36%) did not vote because something prevented them, while the majority (64%) just chose not to vote. African American nonvoters are more likely than those of other races to say that something prevented them from voting. Independents and those affiliated with some other political party are more likely than Republicans or Democrats to say that they just chose not to vote.

Voted in 2012 Elections

Yes, I voted Something prevented from voting Chose not to vote

Voters
100% 0% 0%

Nonvoters
0% 36% 64%
NonHispanic

NONVOTERS
Something prevented from voting Chose not to vote

Men

Women

Hispanic

White

Black

Other

34% 66%

38% 62%

35% 65%

36% 64%

36% 64%

45% 55%

31% 69%

NONVOTERS
Liberal

Political Ideology
Moderate 45% 55% Conservative 40% 60% Republican 49% 51%

Political Party
Democrat 47% 53% Independent 33% 67% Other 23% 77%

Something prevented me from voting Chose not to vote

44% 56%

= Statistically significant difference Q2. Did you vote in the presidential and congressional elections that were held on November 6th, did something prevent you from voting, or did you choose not to vote? Base: Voters: n= 516; Nonvoters: n=1170 16

Preferred Candidate
Nonvoters are much more likely to say that they would have voted for Obama than Romney (44% vs. 26%). Younger men (18-29) particularly would have voted for Obama more than older men would (51% vs. 40%). More women preferred Obama over Romney than men. A good chunk of the respondents are not sure. Among voters, about one-half of the population (51%) said they voted for Barack Obama. Mitt Romney was second, trailing by six percentage points.

44% 26% 2% 2% Nonvoters

NONVOTERS
Barack Obama Mitt Romney Gary Johnson Men Women

Barack Obama Mitt Romney Gary Johnson

51%

45%

19% 7%

Jill Stein

Other
Not sure

2%
Voters

0%

3%

18-29

30-44

45-64

65+

Jill Stein
Other Not Sure

40% 29% 3% 2% 8% 19%

49% 23% 2% 1% 6% 20%

51% 24% 3% 2% 5% 15%

43% 27% 2% 1% 7% 20%

40% 25% 3% 2% 6% 24%

40% 29% 1% 1% 12% 17%

= Statistically significant difference Q2a. (Nonvoters) If you had voted in the Presidential election, who would you have voted for? (Select one) Base: Nonvoters: n=1170 Q7. (Voters) For whom did you vote for? Base: Voters: n= 516

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Reasons For Not Voting in the 2012 Election

A plurality of nonvoters did not vote because they werent registered. One in six say that they just chose not to vote, or didnt vote because they didnt feel their vote mattered. one-quarter blame logistical or timing issues, such as having to work or not being able to get to the polls.

Nonvoters
Not Registered Just Chose Not to Vote Wouldnt Have Made a Difference Didnt Like the Candidates

28%
18% 16% 14% 12% 8% 7% 7% 6% 5% 5% 5% 4% 4% 3% 2% 1% 1% 1% 1% 4%

Not Interested in Politics Didnt Have the Time/Busy No Way To Get To The Polls Working No Particular Reason Undecided Didnt Know Enough About the Candidates Illness Religious Reasons Travelling, Out of Town Felon/Incarceration Emergency Did not receive ballot Moved to another country/state Registration issues/problems Other Don't know/Not Stated

Summary
Not Registered/Registration Issues Logistics/Timing Issues Lack of Info/Interest 29% 26% 16%

Q2b. What kept you from voting? (Select all that apply) Base: Nonvoters: n=1170

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Reasons For Not Voting in the 2012 Election

More non-voting women than men said the reason they did not vote was because they were not registered. Young nonvoters (18-29) are more likely to say they did not vote because they did not register, there were logistics issues and/or there was lack of interest than older nonvoters 30+. More liberals than moderates and conservatives say the main reason why they did not vote is because they did not register. Moderates are more likely than conservatives to say logistics and timing issues prevented them from voting.

NONVOTERS
Not Registered

Men

Women

18-29

30-44

45-64

65+

25% 24% 15%

32% 29% 17%

35% 31% 20%

23% 28% 16%

33% 20% 12%

14% 24% 15%

Logistics/Timing Issues
Lack of Info/Interest

NONVOTERS
Liberal Not Registered Logistics/Timing Issues Lack of Info/Interest 33% 31% 13%

Political Ideology
Moderate 22% 37% 12% Conservative 25% 25% 12% Republican 22% 37% 9%

Political Party
Democrat 29% 35% 13% Independent 29% 24% 16% Other 29% 14% 22%

= Statistically significant difference Q2b. What kept you from voting? (Select all that apply) Base: Nonvoters: n=1170 19

Reasons for Not Registering to Vote

Among those who are not registered to vote, one in five say it is because they just never registered. Others are apathetic, not registering because they dont care about politics or dont feel that their vote would have any impact. Few blame lack of information or difficulty registering.
Just never registered

21% 14% 11% 8% 7% 5% 5% 5% 5% 2% 2% 2% 2% 2% 2% 1% 1% 1% 2% 3%

20

Dont care much about politics

Doesn't matter, candidates do what they want Don't want to get my name on the list for jury duty Have recently moved Did not have the time Registration too late to vote

Need better candidates

Registered to vote at previous address Not old enough Laziness Place where have to go to register is inconvenient/too far Forgot

Registartion issues/problem arise

Don't know how to register Sickness Work during voter registration hours Religious reasons Other

Don't Know/Not Stated

Q2c. What would you say is the main reason youre not registered to vote? (Select all that apply) Base: Non Registered Voters: n=347

Ways to Encourage People to Vote

A plurality of voters and nonvoters say cleaning up the government, having more or better candidates or allowing people to vote over the internet would encourage them to vote. More nonvoters than voters believe they should vote over the internet. More nonvoters say they dont know or nothing is needed to encourage them to vote. 28% 26% 27% 13% 14% 12% 14% 12% 12% 10% 8% 8% 5% 5% 3% 3% 5% 3% 12% 11% 13% 11% 10% 12% 26% 29%

Allowing people to vote over the internet

Cleaning up the government Having more/better candidates

38%

Allowing people to register and vote on the

Allowing everyone to vote by mail Making voting/registration easier Keeping people more informed Holding elections over 2-3 days Having more accessible polling places Extending the voting hours Holding elections on the weekend Relaxing Voter ID Laws None/Nothing Don't Know

22%

Nonvoters Voters

Q2d. Which of the following do you think would most encourage people like you to vote? (Select all that apply) Base: Voters: n= 516; Nonvoters: n=1170

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Past Voting Behavior

When it comes to voting in various types of elections voters tend to vote more often than nonvoters by an overwhelming margin. Four in ten (42%) of nonvoters say they have never voted.
Always vote Vote most of the time Vote now and then Hardly ever vote Never Vote Top 3 Box

Voters

54%

31%

10% 4% 1%

95%

Nonvoters

4%

16%

15%

23%

42%

35%

The biggest turnout among nonvoters in the past elections was the 2008 presidential elections, when over onequarter of those who didnt vote in the most recent election turned up at the polls. However, a majority of nonvoters in 2012 say that they havent voted in any previous presidential election.

Previous Elections
2008 presidential election (Obama vs. McCain) 2004 presidential election (Bush vs. Kerry) 2000 presidential election (Bush vs. Gore) 1996 presidential election (Clinton vs. Dole) Any earlier Presidential election None of these Voted in any previous election (NET)

Voters
86% 72% 66% 61% 51% 9% 91%

Nonvoters
27% 20% 20% 17% 16% 55% 45%

Q26. Thinking about all the various types of elections you have a chance to vote in from local school board elections, to statewide elections for governor, to presidential and congressional elections how often would you say you vote? Base: Voters n-516; Nonvoters n=1170 Q28. Did you happen to vote in any previous Presidential elections? 22 Base: Voters n-516; Nonvoters n=1170

Family and Friends Vote

Six in ten nonvoters say that at least some their family or friends have voted in the 2012 presidential elections. Nearly one in ten (28%) of nonvoters say they do not know if their family voted and one-quarter (24%) say they dont know if their friends voted.

Family Votes?
Most of my family voted Some of my family voted Few if any of my family voted Dont Know/Refused

Voter
75% 12% 2% 12%

Nonvoters
37% 25% 10% 28%

Friends Vote?
Most of my friends voted Some of my friends voted Few if any of my friends voted Dont Know/Refused

Voter
78% 12% 4% 6%

Nonvoters
38% 23% 16% 24%

Q27. To the best of your knowledge, did any of your friends or family vote in this year's Presidential election, held on Tuesday November 6th? Base: Voters n-516; Nonvoters n=1170

23

Political and Financial Outlook

24

Direction Of The Country

The majority of voters and nonvoters believe America is moving in the wrong track. More voters, however, are more confident that the country is moving in a right direction (40% vs. 26%). More liberals/democrats and moderates/independents believe America is in a right track than conservatives. However, a majority of moderates/independents in general believe America is going in the wrong track.

Voters

40%

53%

7%

Right Direction

Wrong Track

No Answer

Nonvoters

26%

54%

20%

NONVOTERS
Liberal Right Direction Wrong Track No Answer 46% 38% 17%

Political Ideology
Moderate 31% 54% 15% Conservative 20% 72% 8% Republican 10% 78% 12%

Political Party
Democrat 50% 28% 22% Independent 22% 65% 13% Other 18% 61% 22%

Q8. Do you feel things in this country are generally going in the right direction today, or do you feel things have seriously gotten off on the wrong track? Base: Voters: n= 516; Nonvoters: n=1170

= Statistically significant difference 25

Familys Financial Outlook

Nonvoters and voters have similar views when it comes to their familys financial situation in the coming year, with six in ten expecting it to improve. However, four in ten expect that their finances will get worse over the course of the next year. Young nonvoters (18-29) are more optimistic than older nonvoters (65+) about their family financial future. Seven in ten (71%) of young nonvoters believe it will improve at least some, while less than one-half of older nonvoters believe the same (43%). Nonvoters living in the South are also more optimistic about their financial outlook than those residing in the Northeast and Midwest.
Top 2 Box

Voters

9%

48%

27%

16%

57%

Improve a lot

Improve some
50%

Get a little worse

30%

Get a lot worse

13% 57%

Nonvoters

7%

NONVOTERS
Improve a lot Improve some Get a little worse Get a lot worse

Age 18-29 30-44 45-64 65+ Northeast

Region Midwest South West

10% 61% 20% 9%

7% 51% 29% 13%

6% 41% 38% 16%

4% 39% 37% 21%

4% 45% 36% 15%

5% 45% 36% 14%

10% 51% 26% 14%

8% 56% 26% 10%

= Statistically significant difference Q24. Over the course of the next year, do you think the financial situation of you and your family will? Base: Voters n=516; Nonvoters n=1170

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Most Important Problem Facing the Country

Among voters and nonvoters, alike, economic and financial issues top the list of the most important problems facing the country today, such as the economy in general, jobs and unemployment, and the budget and deficit. This is followed by leadership of the government, big government and the morality of America.

Economy/Financial Concerns (Net) 10%14% Government/Leadership (Net) 3% Big Government (Net) 7% 4% Morality (Net) 6% 7% Healthcare 6% 3% War/foreign affairs 3% Environment 1% 2% Education 2% 2%2% Immigration 2% All/variety of issues 2% 1% Energy 1% 1% 2% Social security/welfare system 1% 2% Social issues (drug, abortion, gay marriages) 1% 2% Class disparity/weak middle class 1% 2% Fuel prices 1% 2% Corruption 1% Crime/violence 1% 0% Poverty/Homelessness 0% 3% 6% Other 6% 2% Nothing 1% Dont know/ No Answer 1% 5%

62%

66%

Economy/Financial Concerns
Economy in general Jobs/ employment Budget/Deficit/Debt Tax system (incl high, too many, unfair) Inflation/cost of living/low wages Financial problems (unspec) Trade policies

27% 23% 22% 16% 19% 3% 4% 2% 1% 1% 1% 1%

35%

Nonvoters

Voters
27

Q9. What do you think is the most important problem facing this country today? (Open end) Base: Voters: n= 516; Nonvoters: n=1170

Familiarity with Politics and Current Events

28

Following Government and Public Affairs

Voters are much more likely than nonvoters to report that they follow and are informed about whats going on in government and public affairs. Among nonvoters, men are more likely than women to follow government and public affairs most of the time. Moreover, older nonvoters (65+) are more likely to follow government and public affairs than young nonvoters (18-29).
Top 2 Box

Voters
Most of the time

47%

34%

15%

3% 1%

81%

Some of the time

31%

Only now and then

25%

Hardly at all
22%

Don't Know
5% 48%

Nonvoters

17%

NONVOTERS
Most of the time Some of the time Only now and then Hardly at all Dont Know

Men

Women

18-29

30-44

45-64

65+

22% 32% 21% 19% 6%

12% 31% 29% 24% 4%

10% 31% 26% 26% 7%

18% 34% 25% 20% 3%

19% 34% 26% 18% 2%

27% 21% 22% 21% 9%

= Statistically significant difference Q1. Some people seem to follow whats going on in government and public affairs most of the time, whether theres an election or not. Others arent that interested. Would you say you follow whats going on in government and public affairs.? (Select one) Base: Voters: n= 516; Nonvoters: n=1170

29

Familiarity with Political Current Events

More voters than nonvoters are informed about recent current events. Over one-quarter of nonvoters have not heard about the Benghazi attack, and one-third have not heard about the controversy over voter-ID laws.

The attack on the U.S. consulate in Benghazi, Libya, that killed U.S. Ambassador Chris Stevens
Top 2 Box Voters 42% 30% 20% 8% 72%

A great deal
Nonvoters 19%

A fair amount
27%

A little bit
28%

Not heard anything at all

27% 45%

Recent voter ID laws requiring people voting in person to provide certain government-issued photo IDs at the polls
Voters 33% 33% 20% 14%

Top 2 Box 66%

A great deal
Nonvoters 16%

A fair amount
24%

A little bit
27%

Not heard anything at all

40%
33%

Q11. How much, if anything, have you seen, heard or read about each of the following? Base: Voters: n= 516; Nonvoters: n=1170

30

Knowledge of Candidates Stances on Policy Issues

Roughly one-half of nonvoters were unsure which candidate supported each of the policy positions below, ranging from military spending to the privatization of Medicare. In contrast, voters are more confident on which policy issues each candidate supports. More voters associate Barack Obama with supporting the healthcare law regarding contraception and supporting equal treatment for same-sex couples, while voters relate Mitt Romney with increasing military spending and offering seniors subsidies to buy medical coverage.

Nonvoters
Barack Obama Mitt Romney Dont Know/ No Answer Barack Obama

Voters
Mitt Romney Dont Know/ No Answer

Health care law requiring contraceptives to be available for free for women enrolled in workplace health plans Increasing military spending Letting Bush-era tax cuts expire for couples making more than $250,000 Offering seniors subsidies to buy coverage from private insurers instead of traditional Medicare

47%

5%

48%

80%

4%

17%

12%

36%

53%

10%
60%

71%
20%

19%
19%

35%

16%

49%

21%

25%

54%

22%

52%

26%

Support the movement to secure equal treatment under law for same-sex couples

55%

4%

41%

83%

3%

14%

Q12 Thinking about the stands on issues they took during the campaign, which candidate supported each of the following policies? Base: Nonvoters: n=1170

31

Number of Senators and Congressmen from Each State

Six in ten voters (59%) answered correctly that there are two senators in each state, though just over one-third of nonvoters answered correctly. Likewise, voters are much more likely to know that the number of representatives from each state varies with the population. Only 44% of nonvoters answered correctly while over one-third did not know or had no answer.

Senate
Voters Nonvoters

House of Representatives
11% Two 12%

Ten or More

2% 1% 1% 2%

Five

5%

Two 6% 6% 22% 24% 11%

59%
35%

One 7%

One

The number is proportional to the state's population

70% 44%

The number is proportional to the state's population

14% Don't Know/No Answer 37%

Don't Know/No Answer

32%

Q13. Thinking now about the US Government structure, how many Senators are there from each state? Base: Voters: n= 516; Nonvoters: n=1170 Q14. And how many members of the House of Representatives are there from each state? Base: Voters: n= 516; Nonvoters: n=1170

32

Attitudes toward Government and Voting

33

Attitudes about Government and Voting

One in five (20%) of nonvoters agree that their choice not to vote means they are satisfied with the direction of the country and that they didnt feel the need to vote. More nonvoters than voters agree that elected officials dont care what people think, and that there is no real difference who is elected. Likewise, non- voters tend to be more apathetic, as greater proportions agree that most issued discussed in Washington dont affect them personally and that their vote doesnt make a difference.
Completely Agree
Most elected officials don't care what people like me think. Voting in elections has little to do with the way that real decisions are made in our country. It makes no real difference who is elected things go on just as they did before. I'm only one person, so my vote really doesn't make a difference. Success in life is pretty much determined by forces outside our control. Most issues discussed in Washington don't affect me personally. My choice not to vote should be interpreted to mean that I'm basically satisfied with the way the country is going so I don't really need to vote.

Mostly Agree

Mostly Disagree 44% 44%

Voters
Nonvoters Voters Nonvoters Voters Nonvoters Voters Nonvoters Voters Nonvoters

22% 27% 17% 24% 7% 17% 6% 13% 5% 9% 19% 28% 22% 30% 15% 30% 26% 40% 32% 34%

Completely Disagree % Total Agree 29% 6% 66% 22% 7% 18% 23% 10% 27% 27% 47% 16%

71%
51% 67% 34% 57% 21%

32% 42% 39%

34% 48% 43% 46% 44%

22% 25% 18% 33% 23%

43% 27% 39% 21% 33% n/a

Voters 3% Nonvoters Voters Nonvoters

5%

n/a
6% 14% 32% 47%

20%

Q15. Please indicate how much you agree or disagree with each of the following statements: Base: Voters n= 516; Nonvoters: n=1170

34

Attitudes about Government and Voting

Almost eight in ten (77%) believe government should play an active role in improving healthcare, education and housing. More nonvoters than believe there should be one-third major political party (60% vs. 54%). Nonvoters tend to be more pessimistic than voters are about governments effectiveness to solve problems.
Government should play an active role in improving healthcare, housing and education for middle income families. The federal government should run ONLY those things that cannot be run at the local level. We should have one-third major political party in this country in addition to the Democrats and Republicans. As Americans, we can always find a way to solve our problems and get what we want.
Completely Agree
Voters Nonvoters Voters Nonvoters Voters Nonvoters Voters

% Total Agree

Mostly Agree 37%

Mostly Disagree 18% 41% 41%

Completely Disagree 16% 15% 23% 27% 9% 11% 8% 21% 25% 26% 16% 7% 66% 77% 66% 65% 54% 60% 68% 58% 45% 38% 10% 26% 62% 33%

28% 36% 25% 18% 21% 22% 15%

47% 33% 37% 53% 25%

Nonvoters

10%
9% 6% 15% 5% 28% 32% 36%

48%
34% 44% 48% 40%

32%
22%

10%

Voters The federal government often does a better job than people Nonvoters give it credit for.

18% 28%

I'm pretty interested in following local politics.

Voters Nonvoters

Q15. Please indicate how much you agree or disagree with each of the following statements: Base: Voters n= 516; Nonvoters: n=1170

35

Favorability toward Public Figures/Institutions

Nonvoters tend to be more favorable toward Barack Obama and the Democratic Party than toward Mitt Romney and the Republican Party. Voter and nonvoters have similar favorability levels toward the President, the Democratic Party, labor unions, the Supreme Court, and both hold a similarly negative view of Congress. Voters tend to be more positive toward their local institutions, such as their school board and city council.
Very Favorable Leans Towards Unfavorable Barack Obama Mitt Romney
Voters Nonvoters Voters Nonvoters Voters Nonvoters

The Republican Party

The Democratic Party Congress Labor Unions The Supreme Court Your local school board Your city or county council The religion/ religious institution you are most familiar with

Voters
Nonvoters Voters Nonvoters Voters Nonvoters Voters Nonvoters Voters Nonvoters Voters Nonvoters Voters Nonvoters

Top 3 Box Leans Towards Favorable % Favorable Very Unfavorable 54% 27% 18% 9% 11% 7% 29% 56% 18% 16% 21% 16% 8% 21% 50% 18% 14% 18% 13% 11% 27% 34% 7% 10% 18% 23% 14% 30% 49% 14% 17% 18% 18% 13% 20% 38% 6% 11% 22% 28% 14% 20% 55% 19% 18% 18% 17% 10% 19% 54% 12% 15% 27% 23% 9% 14% 44% 6% 12% 27% 24% 16% 16% 44% 4% 10% 30% 29% 12% 16% 49% 10% 16% 23% 22% 10% 20% 53% 10% 14% 30% 22% 10% 15% 69% 12% 24% 35% 19% 7% 5% 64% 9% 16% 39% 21% 6% 10% 73% 13% 24% 37% 14% 7% 5% 64% 10% 19% 36% 20% 7% 9% 75% 11% 26% 38% 16% 5% 3% 62% 7% 17% 39% 23% 7% 8% 32% 24% 20% 11% 5% 8% 76% 21% 17% 26% 15% 8% 13% 64% Somewhat favorable Somewhat Unfavorable 36

Q16. Would you say you are generally favorable or unfavorable towards these organizations, institutions and public figures? Base: Voters n= 516; Nonvoters: n=1170

Difference Between Parties

Nearly one-quarter (23%) of nonvoters believe that there is hardly any difference between both political parties. In contrast, a majority of voters (56%) believe there is a great deal of difference, a significant gap.

Voters

56%

35%

9%

A great deal of difference in what they stand for

A fair amount of difference in what they stand for

Hardly any difference in what they stand for

Nonvoters

37%

40%

23%

NONVOTERS
Liberal

Political Ideology
Moderate Conservative Republican

Political Party
Democrat Independent Other

Great deal of difference Fair amount of difference Hardly any difference

46%
42% 12%

38%
46% 16%

41%
36% 23%

38%
46% 16%

51%
39% 10%

32%
41% 27%

32%
34% 34%

= Statistically significant difference Q10. Thinking about the Democratic and Republican parties, would you say there is..? Base: Voters: n= 516; Nonvoters: n=1170

37

News Consumption

38

Frequency of Using News Sources

To get news and information, most nonvoters generally watch TV news programs (59%) at least several times a week, and roughly one-half turn to social media sites or read or listen to news on their computer. Voters are more likely than nonvoters to use many of these news sources particularly newspapers and are also less likely to discuss politics with friends and family.
Every Day
Voters

Several times a week 55% 34% 41% 35% 37% 25% 19% 17% 27% 27% 32% 28%

Once a week or less 26% 27% 17% 18% 21% 27% 25% 31% 36% 55% 61% 40% 44% 41% 70% 77% 64% 71%

Never

Top 2 Box

TV news program Social media sites Read watch or listen to news on a computer Visit online news sites Read a newspaper (print)

Nonvoters Voters Nonvoters Voters Nonvoters Voters Nonvoters Voters Nonvoters

21%

Read, watch or listen to news Voters on a mobile device Nonvoters Discuss politics and public affairs with your family Discuss politics and public affairs with your friends Read, watch or listen to news on a tablet Blog or post something online about current events
Voters Nonvoters Voters Nonvoters Voters Nonvoters Voters Non-Voters

17% 24% 26% 18% 11% 14% 41% 11% 15% 19% 8% 13% 18% 16% 30% 6% 14% 43% 9% 29% 5% 12% 43% 8% 10% 12% 5% 7% 11% 6% 8% 22% 4% 7% 18%

16% 4% 81% 59% 15% 60% 23% 51% 30% 64% 15% 48% 25% 60% 15% 41% 28% 21% 43% 34% 26% 26% 21% 14% 37% 18%

46% 20%
38% 16% 17% 12%

15% 11%
39

Q17. Generally speaking, how often do you Base: Voters n= 516; Nonvoters: n=1170

Source of News at Home and at Work

At home, both voters and nonvoters most commonly rely on TV to get their news, though majorities also turn to the radio, or a desktop or laptop computer. At work, about one-quarter (23%) of nonvoters use a desktop computer to read the news, while more than one in ten use a Smartphone, radio, or TV. However, nearly one-quarter say that they do not have any sources of news at work.

Source of News at Home

Television Radio Laptop computer Desktop computer Smartphone Newspaper Subscription Tablet computer News-magazine subscription None Not applicable

Voters
95% 83% 70% 73% 50% 42% 26% 26% 1% 1%

Nonvoters
90% 73% 66% 65% 44% 23% 19% 15% 2% 1%

Source of News at Work

Desktop computer Radio Smartphone Television Newspaper Subscription News-magazine subscription Laptop computer Tablet computer None Not applicable

Voters 29% 20% 15% 10% 9% 9% 16% 6% 16% 36%

Nonvoters 23% 12% 11% 10% 9% 9% 8% 7% 23% 36%

Q18. Which of the following do you have Base: Voters n= 516; Nonvoters: n=1170

= Statistically significant difference 40

Primary Source of Political News

TV stations and networks are the primary source of political news among both voters and nonvoters, followed by cable news networks, newspapers and magazines. Nonvoters are more likely than voters to say that their primary source of political information is friends and family, as well as social media. More men watch cable news networks, read political blogs and listen to the radio while more women go on social media websites. More nonvoters who are 45 years of age and up listen to TV stations and networks and read the newspaper while young nonvoters (18-29) listen to friends and family and read social media sites.
43% 41% 24% 16% 11% 15% 12% 5% TV stations and networks Cable news networks 8%

3%

6%

5%

4%

7%

Newspapers and Friends and family Social-media magazines (online websites or print) Voters Nonvoters Men Women 18-29

Political blogs and websites

Radio

NONVOTERS
TV stations and networks Cable news networks Friends and family Newspapers and magazine (online or print) Social-media websites Political blogs and websites Radio

30-44

45-64

65+

41% 18% 11% 11% 5% 9% 6%

46% 13% 14% 11% 10% 4% 3%

35% 14% 18% 9% 13% 9% 2%

39% 17% 13% 12% 8% 6% 5%

54% 18% 8% 9% 3% 3% 4%

51% 13% 5% 16% 2% 6% 8%

41

Q20. What is your primary source for political news and information? Base: Voters n=516; Nonvoters n=1170

= Statistically significant difference

How Closely They Follow Election News

While eight in ten voters say that they followed election news very or fairly closely, just 41% of nonvoters say the same. More non-voting men than women follow political news very closely. In contrast, more women follow political news not too closely. More older nonvoters do not follow political news at all compared to those aged 45-64.
Top 2 Box

Voters
Very closely

36%

46%

14%

4%

82%

Fairly closely

Not too closely

Not closely at all

Nonvoters

9%

32%

37%

22%

41%

NONVOTERS
Very closely

Men

Women

18-29

30-44

45-64

65+

12% 33% 34%

6% 31% 41%

8% 33% 37%

11% 30% 37%

9% 33% 40%

8% 26% 35%

Fairly closely
Not too closely Not closely at all

22%

23%

22%

23%

18%

32%

= Statistically significant difference Q19. Over the past few months how closely would you say you read or followed stories about the presidential and congressional campaigns? Base: Voters n= 516; Nonvoters: n=1170 42

Contacted by a Political Candidate/Campaign

Voters are twice as likely as nonvoters to say that they were contacted by a political candidate. Nonvoters in the Midwest are more likely to say that they were contacted by a campaign than those in other regions.

Yes, Contacted
76%

49%

NONVOTERS
Northeast

Region
Midwest South West

No, not contacted

Yes, Contacted No, not contacted

26% 74%

32% 68%

22% 78%

20% 80%

51% 24%

Nonvoters

Voters

= Statistically significant difference Q21. Over the past few months were you personally contacted by a political candidate or by someone working on a political campaign who offered you campaign information or asked you to vote? Base: Voters n=516; Nonvoters n=1170

43

Improvement of News Coverage

One-quarter (26%) of nonvoters say that the political coverage needs to be more objective. More than one-half the voters (53%) agree as well. Among other top mentions, nonvoters also say that the news coverage needs to include multiple sources, and include opinions of potential voters in the news coverage. 26%

Make political coverage more objective

53% 34%

Include political coverage from multiple sources

Include more voices of potential voters Make political coverage more fun Focus more on local elections Bring political coverage to social networks Focus more on national elections Add more political coverage Make political coverage more similar to my viewpoint None Don't Know/Refused

21%
18% 12% 12% 11% 16% 7% 8% 6% 6% 23%

Nonvoters
9% 9%

Voters

6% 7% 12% 10% 18% 28%

Q25. The news media are often criticized for their coverage of politics and campaigns. Which of the following, if any, would help improve news coverage of politics and campaigns? (Select as many as apply) Base: Voters n-516; Nonvoters n=1170

44

Civic Engagement and Activism

45

Civic Engagement
Voters are more likely than nonvoters to be active in their communities, particularly when it comes to volunteering, being part of a community group, and contacting the media or a government official.

Yes on a regular basis

Yes occasionally 20% 7%

Yes, as a one time thing 55% 72%

No

% Total Yes 45% 30% 36% 21% 29% 12% 12% 7% 11% 6% 13% 6%

Volunteered for a charity, religious organization or other non-profit group Been active in some other type of community group or club Sent a letter or email to a media outlet or government official

Voters Nonvoters Voters Nonvoters Voters

18% 8% 13% 7% 5% 14%

6% 19% 4%

64% 79%

9% 5% 15% 10%

71%

Nonvoters 1% 5% 5% Voters 2%5% 5% Nonvoters 2% 3% 3% Voters 2%5% 5%

88%
89% 93% 89% 94% 87% 94%

Participated in a march or demonstration as a way of expressing your views on a political or social cause
Volunteered in a political campaign Been active in a club or organization that deals with government and politics

Nonvoters 1% 2% 3% Voters 2% 7% 4% Nonvoters 1% 3% 3%

Q22. In the past year, have you done any of the following? Base: Voters n= 516; Nonvoters: n=1170

46

Political Engagement
Just as nonvoters are less likely to say that they followed political news leading up to the election, they are also much less likely to have watched the debates or the convention coverage, or donated to a political candidate or cause. In fact, a majority of nonvoters didnt do any of these things, compared with just 20% of voters. Nonvoters in the South are more likely than those living elsewhere to say that they tuned into the debates.
Watch Presidential debates

40% 75% 17% 50% 10% 33% 8% 30% 2% 12% 56% 20%
Any Political Activity Nonvoters: 44% Voters: 80%
Watch the Presidential debates Watch the Vice Presidential debate Watch the Democratic National Convention Watch the Republican National Convention Donate money to a political candidate /cause None of these

NONVOTERS
North east

Region
Mid west
South West

Watch Vice Presidential Debate

38% 19% 14% 10% 1% 58%

42% 14% 8% 9% 3% 54%

44% 20% 9% 7% 2% 53%

36% 13% 10% 8% 2% 61%

Watch the Democratic National Convention

Watch the Republican National Covention

Donate money to a political candidate or cause

= Statistically significant difference

None of these

Nonvoters
Voters

Q23. Leading up to the 2012 election did you (Select all that apply) Base: Voters n=516; Nonvoters n=1170

47

Demographics

48

Demographics
Gender
Voter
Male Female 47% 53%

Age
Nonvoter
50% 50% 18-29 30-44 45-64 65+

Census Region
Nonvoter
31% 29% 28% 12% Northeast Midwest South West

Voter
18% 24% 39% 19%

Voter Nonvoter
18% 23% 34% 26% 19% 18% 38% 25%

Household Income

Hispanic Background

Race
Voter Nonvoter
78% 6% 5% 12%

Voter Nonvoter
Less than $50K $50 to $75K $75K+ 41% 21% 31% 61% 15% 12%

Voter
Yes No 7% 93%

Nonvoter
22% 78%

White Black Asian Other

84% 8% 4% 5%

= Statistically significant difference Base: Voters n-516; Nonvoters n=1170 49

Demographics

Political Ideology
Voter
Liberal Moderate Conservative Dont Know 22% 36% 34% 8%

Nonvoter
15% 27% 21% 36%

Education Level Employment

Voter Nonvoter Voter
High School or less Some College College grad + 24% 25% 51% 42% 29% 30% Employed Student Military Retired Full-time parent Not Employed No Answer 51% 5% 0% 24% 8% 10% 2%

Length of Current Address

Voter Nonvoter Nonvoter
44% 9% 0% 14% 10% 20% 3%
Less than 6 months More than 6 mos. but less than 1 yr More than 1 yr but less than 2 yrs More than 2 yrs

12%
6%

14%
8%

8% 75%

14% 64%

Political Party
Voter
Republican
Democrat Independent Other Refused

Nonvoter
15%
26% 32% 13% 14%

31%
36% 27% 5% 2%

= Statistically significant difference

50

Base: Voters n-516; Nonvoters n=1170

Sample Size By State (Nonvoters)