Independent Voters Trump Partisan Voters in Their Thinking

Worthington, OH – 2/16/16

The 2016 election has so far been an election unlike any other experienced in recent times. Emotions are at the forefront and understanding independent voters, especially the large segment who are in favor of a non-politician as the nominee, could be key for success in 2016. 

A recent analysis by Prosper Insights & Analytics™ of the Media Behaviors & Influence (MBI) studies suggests vast differences between voters who are happy with the government and those who aren’t. Further, as Independents will undoubtedly be key in a hotly contested election, there are stark distinctions between those who prefer a career politician (e.g. Hilary Clinton, Jeb Bush) and a non-politician (e.g. Donald Trump).

Key findings:

  • Overall, American voters (by Prosper’s party affiliation weights*) are split as to whether they support a non-politician (50.4%) vs. career politician (49.6%).
  • Among Independents, however, there is a bigger divide with 56.4% favoring a non-politician and 43.6% preferring a career politician.
  • 57.7% of Independents who prefer a non-politician are men and 42.3% are women. 53.5% are married. 26.5% are retired and, having had a longer view of politics, they likely don’t like politics as usual. 34.2% are grandparents who could be worried about future for their grandkids.
  • 47.4% of Independents who prefer a career politician are men and 52.6% are women. 29.5% are single. This voter group tends to be younger than those who prefer a non-politician with an average age of 44.4 (vs. 50.5).
  • 50.7% of Independents who prefer a non-politician say they are very interested in the 2016 presidential election, compared to 39.0% of Independents who prefer a career politician.
  • 30.2% of registered Hispanic voters prefer a non-politician vs. 69.8% who prefer a career politician. The non-politician group is most interested in the election; they favor Trump (29.6%), followed by Sanders (11.7%).

Top 10 Issues That Influence Vote of Independent Voters Who Prefer Non-Politician

1. U.S. Economy
2. National Debt
3. Social Security/Medicare
4. Job Creation/Unemployment
5. Immigration
6. Tax Reform
7. Foreign Policy
8. Gun Ownership Rights
9. Infrastructure
10. Welfare programs

Top 10 Issues That Influence Vote of Independent Voters Who Prefers Career Politician

1. U.S. Economy
2. Social Security/Medicare
3. Job Creation/Unemployment
4. National Debt
5. Foreign Policy
6. Income inequality
7. Tax Reform
8. Renewable Energy Sources
9. Immigration
10. Women’s Issues

Prosper has compiled these and additional essential insights on how Republicans and Democrats think at Prosper Political Mindset InsightCenter. Complimentary registration is required.

Prosper Insights & Analytics provides advanced business intelligence using sophisticated analytical software to examine big datasets and provide answers to executives via its cloud-based InsightCenter™. By integrating a variety of data including economic, behavioral and attitudinal data, Prosper delivers insights for executive decision making.

*Prosper’s party affiliation weights are an average of the affiliations from Gallup and Pew Research.

Chrissy Wissinger, Director, Communications
Stacie Nelson, Client Services & Marketing Director


Independent Voters Trump Partisan Voters in Their Thinking
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