Opinion Research Corporation interviewed 1,023 adult Americans for CNN this February and they found out some interesting facts about Tea Partiers that should interest marketers.
They are a big demographic
As Harry Morgan said about Captain Renard in To Have and to Have Not, “There’s a lot of ’em.” There’s a lot of Tea Partiers, too. The Opinion Research poll found that 35% of people favor the Tea Party, and 12% of those interviewed have gotten involved in Tea Party activities.
They are smart
Not Sure, played by Luke Wilson, was the smartest guy in the world in the film Idiocracy and he was made president. Compared to the general population, Tea Partiers are pretty smart, too. Almost three-quarters of Tea Partiers (74%) went to college compared to 54% of all respondents in the poll. This makes perfect sense: Anyone who actually read about the American Revolution and understands the importance of the Boston Tea Party would probably clean up on “Are You Smarter Than a Fifth Grader.”
They are affluent
Sergey Brin and Larry Page are the 2 youngest people in the top 20 on the Forbes list of the richest Americans. They are each sitting on $15.3 billion in sweet Google cash. When Tea Partiers are not protesting, they are living the PHAT life, albeit on a somewhat smaller scale than Sergey and Larry. Two-thirds of the Tea Partiers earn over $50K compared to only 42% of all respondents in the poll. Over a third (34%) of Tea Partiers earn $75K+.
They enjoy country life
Speaking at the celebration of the Celtics’ win of the 1981 world championship in front of thousands of fans in Boston, Larry Bird famously said, “There’s only one place I’d rather be – French Lick.” French Lick is a small town in Indiana and Larry Bird’s boyhood home. Tea Partiers also seem to love rural America. Half of Tea Partiers live in rural areas, while only 9% live in America’s cities.
They are kids
If Justin Bieber joined the Tea Party, he would be considered one of the old guys. Admittedly, that is an exaggeration, but 60% of Tea Partiers are under age 50, while only 55% of all respondents in the poll were younger than 50. Only 12% of Tea Partiers are 65 or older compared to 17% of all respondents.
If you would like more details on the CNN/Opinion Research Poll, check out this link: http://i2.cdn.turner.com/cnn/2010/images/04/13/rel7d.pdf
The Tea Party demographic may be a market segment that you could target to grow sales of your brand.Palio is a full-spectrum global pharmaceutical and consumer advertising, marketing, and communications agency that excels in brand creation and specializes in brand strategy, product launches, global marketing, and digital and integrated media.