In an effort to better understand how female voters' lifestyles and interests differ between Bush and Kerry supporters, comScore examined the lifestyle of each group as indicated by their online behavior patterns.
The analysis revealed that Bush supporters are 76% more likely than the general online population to visit sites in the Community-Family category, 75% more likely to visit the Sports category, 50% more likely to visit the Community-Teens category and 15% more likely to visit the Politics category. Women who support Kerry are 45% more likely to visit Financial Information and Advice sites, 65% more likely to visit Entertainment-Movies sites and 89% more likely to visit sites in the Health-Information category. Kerry supporters are also significantly more likely to visit e-commerce categories, such as Retail-Books and Travel.
Online Content Preferences Among Female Registered Voters September 24-29, 2004 n=1592, margin of error = +/- 2.5% Source: comScoreQ2 % More or Less Likely to Visit Site Category Category Bush Supporters Kerry Supporters
Business/Finance-Financial Information/Advice -19% +45% Community-Family +76% +18% Community-Teens +50% -78% Entertainment-Kids +39% -63% Entertainment-Movies -7% +65% Entertainment-News -42% +54% Health-Information -22% +89% News/Information-General News -16% +20% News/Information-Politics +15% +5% Retail-Books -1% +112% Sports +75% -8% Travel +14% +95%
comScore also found pronounced lifestyle skews among undecided female voters. For example, these women are significantly more likely than average to visit Community and Health related sites. Conversely, the Sports and Travel categories are more popular among decided female voters than the average Internet user.
Online Content Preferences Among Female Registered Voters September 24-29, 2004 n=561 Source: comScoreQ2 % More or Less Likely to Visit Category Category Decided Voters Undecided Voters
Community-Family +31% +70% Community-Teens -7% +44% Community-Women +28% +93% Education -27% +11% Health-Information -33% +135% News/Information-Politics +23% -- Sports +42% +4% Travel +58% +2%