Ohio Swing Voters Are More Closely Aligned with Democratic Issues, According to Resonate Study

Economics, Healthcare, Job Creation and Entitlements are top issues for Ohio voters

August 22, 2014 08:04 AM Eastern Daylight Time

RESTON, Va.— (BUSINESS WIRE) — Resonate, the only company that empowers political campaigns and issue advocacy organizations to act on why people make decisions, today released new insights on the voting patterns and key issues for Ohio voters this election season. Swing voters are judging candidates based on their government spending (47%), job creation (45%) and healthcare (39%) platforms. Swing voters, those who cast votes across party lines, make up 27 percent of Ohio’s voters. Democratic voters are 36 percent of the state’s registered voters, while 30 percent are Republican, and 7 percent other.

“For candidates to win, they need to engage with swing voters based on the issues that are driving their voting decisions. And what’s true at the state level doesn’t always hold the line within the Congressional Districts. Our data has the level of granularity campaigns need to win.”

Two of the top three platform issues that matter to Swing voters are also in the top three of Democratic Voters. They are looking at candidate’s positions on healthcare (56%) and job creation (56%) as well as entitlement (44%). Like Swing voters, Republican voters are looking at government spending (60%) platforms. Balanced budget (50%) and defense/military (41%) round out their top issue considerations.

“In a state like Ohio that doesn’t require voters to register with a party, the importance of understanding the issues and policies that matter most to voters can’t be overstated,” said Bryan Gernert, Resonate CEO. “For candidates to win, they need to engage with swing voters based on the issues that are driving their voting decisions. And what’s true at the state level doesn’t always hold the line within the Congressional Districts. Our data has the level of granularity campaigns need to win.”

Voters within OH-6 skew slightly more Republican (31%) and Swing (28%). The top issue for Swing voters in this district remains government spending (49%), but healthcare (46%) overtakes job creation (45%) for top 3 platform issues.

To learn more about the views and voting patterns of Ohio voters, please visit: blog.resonateinsights.com/ohio-voters

About Resonate:

Resonate is the only company to empower brand, political and cause marketers to identify and engage with audiences based on the reasons behind people’s actions. Combining the latest big data technologies with proven research and analytic techniques, Resonate powers motivation-based analytics and targeting across all digital media channels. The ability to deliver advertising based on an individual’s social and personal values and product purchase preferences, goes beyond simple demographics to achieve greater engagement, campaign results and customer insight. For more information visit https://www.resonateinsights.com/