North Carolina is one of America’s closest swing states, and its open 2026 US Senate race has become a centerpiece of the fight for Senate control. For Democrats, the Tar Heel State is one of a small group of high-priority targets—one of four GOP-held seats they need to flip to claim a majority. With control of the chamber on the line, both parties are pouring resources into the race, putting North Carolina on track to once again host one of the most expensive Senate contests in American history.
The state’s 14 US House races add another layer of competition, with several districts influenced by redistricting, crowded primaries, and the possibility of flipping party control. Democrats are aiming to pick up a few seats, while Republicans seek to preserve the advantages created by the new maps.
The big question is: What do North Carolina voters want? We’ll take a deep dive into the issues, policy positions, and candidate traits that are top of mind for three different voter segments.
What Do North Carolina Non-Presidential Primary Republican Voters Want from Political Candidates?
These 1.5M voters primarily reside in North Carolina, vote in non-presidential primaries at least half the time, and tend to vote Republican.
Their top concerns for the next six months include:
- 45% are worried about illegal immigration
- 58% are concerned about an economic slowdown or recession in the US
- 27% worry about worsening education for grades K-12
Their top perceived threats to the US include:
- Former president Joe Biden
- Progressive liberals
- The mainstream media
Social media is the most influential source of information for elections for these voters, followed by campaign events, including rallies, and cable news programming.
Here are some policy requirements and dealbreakers for North Carolina Republican voters:
- 61% want their candidate of choice to increase border security measures
- 32% think amnesty for Dreamers is a dealbreaker
- 34% want their candidate of choice to increase fossil fuel production or open new oil/gas pipelines
- 34% consider canceling some or all student loans a dealbreaker
Their perceptions of representation in government:
- 21% believe the US would be much worse off with more Muslim, Jewish, Hindu, or Buddhist candidates in office
- 38% believe the US would be much worse off with more LGBTQ Americans in office
- 33% think the nation would be much better off with more veterans and national security experts in office
North Carolina Republicans’ top TV networks include:
- Fox News
- Hallmark
- The Weather Channel (TWC)
What Do North Carolina Non-Presidential Primary Democratic Voters Want from Political Candidates?
These 1.4M voters primarily reside in North Carolina, vote in non-presidential primaries at least half the time, and tend to vote Democrat.
Their top concerns for the next six months include:
- 60% are worried about an economic slowdown or recession in the US
- 56% are concerned about rising fuel/oil/energy costs
- 46% worry about the federal government cutting necessary services/funding
Their top perceived threats to the US include:
- MAGA Republicans
- President Donald Trump
- White supremacists
Among their influential sources of information for elections are the following:
- Political party affiliation
- Broadcast news programming
- Cable news programming
Here are some policy requirements and dealbreakers for North Carolina Democrat voters:
- 42% consider repealing lowering taxes on wealthy Americans a dealbreaker
- 27% want their candidate of choice to pass Medicare for all/some form of single-payer healthcare
- 53% want to see their candidate of choice agree to raise the minimum wage
- 26% want to see their candidate cancel some or all student loans.
Their perceptions of representation in government:
- 14% believe the nation would be much worse off with more Christians in office
- 41% think the US would be somewhat better off with more women in office
- 16% believe the nation would be much better off with more atheists or non-religious Americans in office
Their top TV networks include:
- CNN
- PBS
- ESPN
What Do North Carolina Non-Presidential Primary Swing Voters Want from Political Candidates?
These 529K voters primarily reside in North Carolina, vote in non-presidential primaries at least half the time, and display swing voting patterns.
59% of these voters align with Independent platforms over Republican or Democratic ones. For them, the top issue areas include:
- Promoting gender/race equality
- Protecting online/internet privacy
- Toughening law enforcement and prosecution
Their top perceived threats to the US include:
- Russia
- Environmental threats (effects of climate change)
- White supremacists
Influential sources of election information for NC swing voters include gut instinct, friends and family, and political debates.
Here are some of the policy requirements and dealbreakers for North Carolina’s swing voters:
- 47% require a candidate to increase border security measures to get their vote
- 58% are more likely to vote for a candidate who is perceived as being honest and having integrity
- 36% want their candidate of choice to be accountable and transparent
Their perceptions of representation in government:
- 36% believe the US would be much worse off with more atheist or non-religious politicians in office
- 39% believe the country would be somewhat better off with more women in office
- 49% believe the US would be somewhat better off with more veterans or national security experts in office
- 65% don’t think it would make a difference to the nation if more LGBTQ Americans were in office or not
When you’re considering a media campaign to target these voters, keep in mind that:
- 57% of NC swing voters listen to the radio 1-10 hours per week
- 61% spend 1-10 hours a week consuming social media
- 53% spend 1-10 hours a week watching Internet videos
Success in 2026 starts with the right data and the right partner. With Resonate, you can devise hyper-focused, strategic campaigns that engage voters and propel you to a win. Ready to find out how to implement a data-driven blueprint in your own campaign? Schedule a consultation with a data expert today.
