UPBEATS
PAST TYPOLOGY COUNTERPART: New Prosperity Independents, Upbeats
11% OF ADULT POPULATION
13% OF REGISTERED VOTERS
PARTY ID: 56% Independent/No Preference, 39% Republican, 5% Democrat (73% Rep/Lean Rep)
BASIC DESCRIPTION: Upbeats express positive views about the economy, government and society. Satisfied with their own financial situation and the direction the nation is heading, these voters support George W. Bush’s leadership in economic matters more than on moral or foreign policy issues. Combining highly favorable views of government with equally positive views of business and the marketplace, Upbeats believe that success is in people’s own hands, and that businesses make a positive contribution to society. This group also has a very favorable view of immigrants.
DEFINING VALUES: Very favorable views of government performance and responsiveness defines the group, along with similarly positive outlook on the role of business in society. While most support the war in Iraq, Upbeats have mixed views on foreign policy but most favor preemptive military action against countries that threaten the U.S. Religious, but decidedly moderate in views about morality.
Key Beliefs: General Population Upbeats
Government often does a better job than people give it credit for 45% 68%
Most elected officials care what people like me think 32% 64%
Most corporations make a fair and reasonable profit 39% 78%
Immigrants strengthen our country 45% 72%
As Americans, we can always find ways to solve our problems and get what we want 59% 74%
WHO THEY ARE: Relatively young (26% are under 30) and well-educated, Upbeats are among the wealthiest typology groups (39% have household incomes of $75,000 or more). The highest proportion of Catholics (30%) and white mainline Protestants (28%) of all groups, although fewer than half (46%) attend church weekly. Mostly white (87%), suburban, and married, they are evenly split between men and women.
LIFESTYLE NOTES: High rate of stock ownership (42%, 2nd after Enterprisers).
2004 ELECTION: Bush 63%, Kerry 14%.
MEDIA USE: Upbeats are second only to Liberals in citing the internet as their main news source (34% compared with 23% nationwide); 46% also cite newspapers. No more or less engaged in politics than the national average.
DISAFFECTEDS
PAST TYPOLOGY COUNTERPART: Embittered, Disaffecteds
9% OF ADULT POPULATION
10% OF REGISTERED VOTERS
PARTY ID: 68% Independent/No Preference, 30% Republican, 2% Democrat (60% Rep/Lean Rep)
BASIC DESCRIPTION: Disaffecteds are deeply cynical about government and unsatisfied with both their own economic situation and the overall state of the nation. Under heavy financial pressure personally, this group is deeply concerned about immigration and environmental policies, particularly to the extent that they affect jobs. Alienated from politics, Disaffecteds have little interest in keeping up with news about politics and government, and few participated in the last election.
DEFINING VALUES: Despite personal financial strain and belief that success is mostly beyond a person’s control Disaffecteds are only moderate supporters of government welfare and assistance to the poor. Strongly oppose immigration as well as regulatory and environmental policies on the grounds that government is ineffective and such measures cost jobs.
Key Beliefs: General Population Disaffecteds
Immigrants today are a burden on our country because they take our jobs, housing and health care 44% 80%
Government is always wasteful and inefficient 47% 70%
Most elected officials don’t care what people like me think 63% 84%
Hard work and determination are no guarantee of success for most people 28% 48%
WHO THEY ARE: Less educated (70% have attended no college, compared with 49% nationwide) and predominantly male (57%). While a majority (60%) leans Republican, three-in-ten are strict independents, triple the national rate. Disaffecteds live in all parts of the country, though somewhat more are from rural and suburban areas than urban.
LIFESTYLE NOTES: Somewhat higher percentages than the national average have a gun in the home, and report that someone in their house has been unemployed in the past year.
2004 ELECTION: Bush 42%, Kerry 21%. Nearly a quarter (23%) said they didn’t vote in the last election.
MEDIA USE: Disaffecteds have little interest in current events and pay little attention to the news. No single medium or network stands out as a main source.
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BYSTANDERS
PAST TYPOLOGY COUNTERPART: Bystanders
10% OF ADULT POPULATION
0% OF REGISTERED VOTERS
PARTY ID: 56% Independent/No Preference, 22% Republican, 22% Democrat
BASIC DESCRIPTION: These Americans choose not to participate in or pay attention to politics, or are not eligible to do so (non-citizens).
DEFINING VALUES: Cynical about government and the political system. Uninterested in political news.
Key Beliefs: General Population Bystanders
Follow what’s going on in government and public affairs 80% 45%
Voted in 2004 Presidential election 74% 3%
WHO THEY ARE: Young (39% are under age 30, average age is 37). Lowest education (24% have not finished high school). Less religious than any group other than Liberals (26% attend church weekly). Largely concentrated in the South and West, relatively few in the East and Midwest. One-in-five are Hispanic.
LIFESTYLE NOTES: About half (49%) say they often can’t make ends meet, fewer than among Pro-Government Conservatives, Disadvantaged Democrats or Disaffecteds; 30% attend bible groups or prayer meetings; 30% own a gun.
2004 ELECTION: 96% did not vote in presidential election.
MEDIA USE: Television is the main news source for Bystanders (79%) as for all other typology groups, with network news (24%) the most frequently cited TV source; 34% read newspapers and 23% get their news from the radio.