Resonate's 2024 Primary Voter Landscape

Throughout each year and each election cycle as the world around us changes, so does the U.S. voter.  Resonate’s AI-driven consumer intelligence gives you the most up-to-date and comprehensive view of voters with thousands of insights on over 230 million Americans, and this election season we have new data and new reports to inform your campaign strategy. 

Resonate 2024 Primary Voter Landscape 

Resonate’s 2024 Primary Voter Landscape provides an unparalleled understanding of the U.S. voter through an AI-driven segmentation of voters classified into 10 discrete segments. This voter landscape segmentation draws from political party, voting behavior, issue areas, values & motivations, recent events and more to create unique personas that you can use for analysis and activation.   

Use Resonate’s 2024 Primary Voter Landscape segments to understand the personalized difference voters have on policy positions, values, motivations, candidate platform support, party affiliation, voting history, media consumption habits, and more. Download our 2024 Primary Voter Landscape report to learn more about each of these segments.

Meet the Voters

Use the summaries below to become more familiar with the segments in Resonate’s 2024 Primary voter landscape. 

Democratic-Leaning Segments 

Legacy Liberals ​ 

• Politically active, this group has a strong affinity for the Democratic Party and progressive values. They generally favor President Biden's job performance (although are more likely to somewhat approve vs. strongly).
• They are liberal and support policies on gun control, women's reproductive (abortion) rights, and environmental sustainability.
• They are very critical of former President Donald Trump, considering him and MAGA Republicans a perceived threat to the US.
• They are more likely than others to be concerned in the short term with environmental or climate change, violence or mass shootings, geopolitical concerns like terrorism or nuclear threats, and the loss of abortion rights.
• Demographically, this is the oldest group with most over 55 (Boomers) and retired.
• More likely than others to be short-term focused on healthcare costs/debt, oppose policies to cut Medicare or social security, and be focused on improving prescription safety, costs, access. More than any other group they stay on top of routine healthcare.
• Value-conscious, this group demonstrates financial prudence with strong credit management and a cautious approach to new financial services.
• They read regularly for entertainment, are most likely to be cable or satellite subscribers, consume TV news programming (preferring networks like CBS, NBC, and ABC) and rely on traditional media outlets such as TV and newspapers for political information (this is the group most likely to be watching CNN or MSNBC).

Social Justice Defenders

• Characterized by a strong alignment with Democratic Party values and liberal or progressive ideologies. Perceived US threats include former President Donald Trump, MAGA Republicans and White supremacists.​
• They are strong advocates for positive mental health, women's reproductive rights, LGBTQ+ rights, and racial equality. They are the furthest left on social issues.​
• Demographically, this group is generally employed full-time, college educated, middle age (35-54 – Gen X and Millennials), and have children under 18. ​
• They are more likely than others to purchase from companies supporting diversity, fair trade/ethical sourcing, and mental health awareness. ​
• Most are short-term concerned with the cost of living. They are more likely than others to be opposed to lowering taxes on wealthy Americans, interestingly this group tends to have higher household income levels.​
• Environmental policy is important. They are more likely than others to support new clean energy policies or alternative energy sources in effort to reduce climate change.​
• Media consumption favors TV streaming; this group is among those least likely to have cable or satellite TV. They can be found on Netflix and Amazon’s Prime Video. ​
• They tend to cook, like watching documentaries, and are more likely than others to enjoy arts and crafts. Their social engagement is strong overall, but they are more likely than others to be found on Pinterest.​

Get-Out-The-Vote (GOTV) Democrats

• Generally aligned with Democrats, this group is less engaged with voting, focusing their energy on presidential elections and notably absent from local and non-presidential elections or primaries. Outside of voting, their political engagement is limited. Among those with a democratic bent, this group is most likely to have unregistered voters. This group is also among democrats less in favor of Biden’s job performance. ​
• Their lack of political engagement may be due to their focuses being elsewhere, as they are the most financially insecure Democratic group.​
• They are very concerned about personal and family safety due to mass shootings, are most likely to be concerned with crime and violence in the short term, and more likely to be supportive of criminal justice reform, which they are more likely to see as unfair. ​
• They express concern over the cost of living and are more worried than others about healthcare costs/debt, not being able to afford housing, and being discriminated against. In line with financial concerns, they are more likely to oppose Medicare cuts and pay attention to issues like entitlement reforms.​
• Demographically, this group includes a significant proportion of Blacks, more than most other groups. They tend to be middle-lower income and less likely to be working full-time, with many either retired or otherwise unemployed.​
• While media consumption overall is inline with others, they are more likely to favor urban radio stations (hip-hop/R&B) and cable channels like Lifetime, Investigation Discovery, BET, and Bravo.​

NextGen Change Makers

• Democratically leaning but with a notable independent presence, this is the youngest segment (largest representation of Gen Z). They are more likely to be single, tend to be fully employed (also more likely than others to have students) and have moderate to high income (likely with money to spend). Ethnically diverse, this group includes more Hispanics and Asians than most others. ​
• Politically active, nearly all are registered to vote and most engage in midterms. While democratic-leaning, this group is not impressed with Biden’s job performance (notable disapproval) and many favored Trump in the last presidential race.​
• These are the Democrats most likely to engage in signing petitions, attending rallies or protests, sharing political opinions online or in articles, contacting politicians, or volunteering. They are supporters of LGBTQ+ rights, are looking to address environmental concerns and open to alternative energy, and are more likely than others to pay attention to infrastructure like transportation and other local issues.​
• The most socially engaged group, they favor YouTube and Instagram but can be widely found across most other platforms (X, TikTok, Snapchat, Reddit). Their media consumption favors TV streaming (preference for Netflix) and top channels watched include ESPN and HBO. They are strongly engaged with podcasts and paid streaming music services. They are more likely than others to read newspapers (print or digital).​
• This group tends to be health conscious and physically active. They work hard and play hard, being among those most likely to attend sporting events and play video games. They are adventure-seeking leisure travelers who spend money on entertainment.​

Independent, Less-Engaged Segments 

Influenceable Bystanders

• Ideologically this group is fairly balanced with notable representation across Independents, Democrats, Republicans – although they may have a slight democratic bent. Despite this, they are politically unengaged with most being unregistered voters.​
• They favor strong government involvement in healthcare solutions and environmental protections, are inclined to trust President Biden and the Democrats to handle immigration, and are concerned about opioid abuse (blamed on over prescription).​
• Demographically, they are most likely to include Millennials, with a considerable number of Gen Z mixed in. They are the most racially diverse group with the fewest Whites and among the most Hispanics, Blacks or Asians.​
• Generally middle-lower income, this is the group most in favor of raising minimum wage
• Diversity-minded, this group is most likely to purchase from companies that support women’s rights or gender equality – and most likely (compared to other groups) to do the same for companies supporting immigration or prison reform. ​
• They can be found online on social platforms including Meta (Facebook/Instagram) and YouTube.

Unregistered Disengaged Voices

• This group represents those who are politically unengaged and not registered to vote.​
• It consists most likely of Millennials, with a considerable number of Gen X and Gen Z mixed in. They are most likely to have a high school education or less; be unemployed, a homemaker or working part-time, and are among those most likely to be “blue collar”. ​
• In the short-term they are moderately more likely than others to be concerned about affordable housing or losing their job.​
• Of all groups, they are least likely to be found on cable or satellite TV.​
• Although they are the group most concerned with protecting online/internet privacy, they can be found online and on social platforms, particularly Meta and YouTube.​

Issue-Driven Influenceables

• Ideologically this group is reasonably well-balanced across Independent, Democrats, Republicans and other parties. Their voting energy is focused on presidential elections, including modest engagement with primaries compared to other groups. Only about half were involved in 2022 midterms even though they had previously expressed interest in them. Outside of voting, their engagement in political activities is limited.​
• Top concerns include cost of living, rising energy prices, and crime/violence or mass shootings. They are more likely than others to be opposed to new gun regulations and more likely to be in favor of repealing existing regulations. ​
• Top perceived threats include overseas concerns (China, Russia, radical Islamic terrorist groups) and border security. Compared to others, they are more concerned with election fraud and partisan politics.​
• Demographically, they tend to be middle-lower income and less likely to be working full-time, with many either retired or otherwise unemployed. ​
• Media-wise, they are most likely found via TV streaming services (vs other media types), although notably less so than others. They are least likely to engage on social platforms.​

Republican-Leaning Segments 

Trump-et-eers

• Strong supporters of former President Trump, this Republican group is satisfied with his political policies and believe strongly that he should run in 2024. ​
• Although this is the Republican group most likely to have unregistered voters, overall their political engagement is strong, with a voting record that extends beyond presidential elections into primaries, midterms, state/local cycles. ​
• Top short-term concerns include the economy, the cost of living, and rising energy costs – on par with other groups. Issues they care about more strongly than others include illegal immigration and increased border security, maintaining their 2nd amendment rights, affordable housing, and loss of online privacy. They are critical of Joe Biden, considering him a top US threat, and concerned about poor Washington leadership.​
• Among the groups most likely to be issue-based voters. They are more open to signing petitions and sharing their opinions online vs others. They are among those most active on social media, being particularly heavy users of Meta and YouTube.​
• Demographically, this group is middle-aged with a strong representation among Gen X and Millennials. They tend to be middle-lower income, among those most likely to be “blue collar” and are the Republican group least likely to have a college or advanced degree. They give importance to daily prayer and are most likely to “buy American” when making purchases. ​
• When it comes to their wallets, most will purchase from places that support veterans and military families and are more likely than any other groups to do the same from places supporting traditional Christian values.​
• Their top TV networks include traditional broadcast channels like Fox, CBS and ABC; their top cable networks include Fox News, A&E and Discovery.​

America-First Patriots

• Decidedly conservative, this is the oldest Republican group with strong Boomer representation. While uncertain of their satisfaction with former President Trump’s personal behavior, they are more satisfied with his political policies than not…and more in favor of him running in 2024 than not (although open to other GOP candidates).​
• Their voting engagement is strong, with a record that extends beyond presidential elections into primaries, midterms, state/local cycles. ​
• A group characterized by moderate income, their short-term concerns are most strongly tied to the economy and include the cost of living, rising energy prices and a recession. Most consider the national debt a top US threat (more so than any other group).​
• The group most concerned about illegal immigration and most opposed to policies likely amnesty for Dreamers while being supportive of increased border security. They are more likely than others to be in favor of toughening law enforcement and developing traditional energy sources (fossil fuel production). ​
• Most likely to consider mainstream media a US threat, as well as “progressive liberals”.​
• More likely than others to purchase from companies who stay neutral on issues, although they also like companies who support veterans and military families (this group is more socially focused on the care of veterans than any other group).​
• Moderately engaged with social (although less so than other Republicans), they are most likely to be on Pinterest. While they are users of TV streaming services, they are one of the groups most likely to subscribe to traditional cable or satellite service. Top networks include traditional broadcast like CBS, NBC and ABC – but they are also more likely than others to favor cable networks like Fox News and Discovery.

Homefront Traditionalists

• With a strong affinity toward Republican ideology, this is a family-oriented group. Family time is the best part of their day and they are most likely to consider family or social gatherings an important aspect of culture. Also most likely to have children under 18.​
• Politically, their voting engagement is strong, with a record that extends beyond presidential elections into primaries, midterms, state/local cycles. They are most likely of all groups to be issue-based voters. ​
• Most are satisfied with former President Trump’s political policies but unsure of their satisfaction with his personal behavior. They tend to favor him running in 2024 but are open to other Republican candidates.​
• They are notably more likely than any others to spend with places known for a pro-life position, which aligns with being the group most focused on pro-life issues.​
• Other issues of focus for this group includes controlling illegal immigration and maintaining the 2nd amendment (this is the group most likely to own a gun). ​
• This group is most likely in the short-term to be concerned about a recession, increased taxes, and poor leadership in Washington. ​
• Demographically, this group has the greatest representation of Millennials and Gen Xers compared to any other group.  They have moderate to high household incomes (likely with money to spend), aligning with being most likely to have a college or advanced degree and being employed full-time. They enjoy cooking, traveling, and watching documentaries. They are most open to receiving marketing messages by email.​
• Among the groups most active on social media, they can most likely be found on Meta (Facebook & Instagram) and YouTube (and are also more likely to be on LinkedIn or Pinterest). Their media consumption favors TV streaming although they are among the groups most likely to engage with radio (all formats) and podcasts. Top networks include ESPN in addition to traditional broadcast channels like ABC, CBS, and Fox; their top cable news channel is Fox News.​