NEW YORK--(BUSINESS WIRE)--As the world’s leading email analytics company, Return Path is uniquely positioned to find patterns and preferences in email data – including insight into American voters’ consumption of media and of pizza. By comparing more than 50,000 inboxes of subscribers to GOP.com and Democrats.org, the company identified key differences in tastes and trends among the electorate.
Republicans Outclicked, Outspent
In general higher percentages of Democrats were affiliated with social networks, online shopping brands, restaurants, games, and news and entertainment media. They bought more, too. In this study Democrats’ inboxes confirmed more than 220,000 transactions (6.1 per account) vs. fewer than 82,000 by Republicans (4.8 per account) – 27% more per account. Nonetheless there were clear examples of brands and behaviors that Republicans favored.
Democrats Get More News That’s Fit to Print
Subscribers to Democrats.org are more likely to get mail from the Tehran Times (4%) than GOP.com subscribers are to get mail from the New York Times (3%). Democrats get more mail from news organizations in general, favoring the Times and the Washington Post. More Republicans got mail from the Washington Times (4%) than the Post.
|New York Times||9%||3%|
Fewer Republicans Crush Candy
Regardless of party affiliation, Zynga’s presence in subscribers’ inboxes overshadows competitors, but while the Farmville creator reaches Democrats and Republicans more or less equally, messages from King (Candy Crush) land in more Democrats’ inboxes (9% vs. 6% of Republicans).
|King (Candy Crush)||9%||6%|
|Blizzard (World of Warcraft)||1%||1%|
Democrats More Socially Networked
Nearly three-quarters (73%) of accounts that receive mail from Democrats.org also get messages from Facebook, while less than two-thirds (63%) of GOP.com do. Roughly half of Democrats regularly hear from LinkedIn (53% vs. 33% of Republicans) and Twitter (49% vs. 36% of Republicans). Pinterest (41% of Democrats vs. 34% of Republicans) and Tumblr (6% of Democrats vs. 3% of Republicans) follow similar patterns.
Republicans Caucus with at Chili’s, Democrats at Starbucks
Virtual coffee rings are more likely to appear in Democrats’ email accounts: 16% get messages from Starbucks vs. 10% of Republicans. For casual dining Chili’s is the Republicans’ favorite, showing up in 14% of their inboxes vs. only 9% of Democrats’. More Republicans (7%) turn to Domino’s for pizza (vs. only 3% of Democrats), while more Democrats call Papa John’s (8% vs. 6% of Republicans) or Pizza Hut (5% vs. 3% of Republicans). Subscribers reached consensus on Orange Julius, Baskin Robbins, and Little Debbie.
Return Path analyzed the aggregated and anonymized email message headers within 16,973 accounts that received messages from GOP.com, and 36,734 accounts that received messages from democrats.org between September 1 and October 27, 2014. (Only 641 accounts got messages from both.) Using these subscriptions as indications of party affiliation, Return Path compared the email senders held in common by these groups to identify shared preferences and distinctions.
About Return Path
Return Path analyzes the world's largest collection of email data to show marketers how to stay connected to their audiences, strengthen their customer engagement, and protect their brands from fraud. Our solutions help mailbox providers around the world deliver great user experiences and build trust in email by ensuring that wanted messages reach the inbox while spam and abuse don't. Consumers use Return Path technology to manage their inboxes and make email work better for them. Find out more about Return Path at www.returnpath.com.