A study by a marketing firm finds that swing voters tend to be older and lean conservative, reports Advertising Age. The study broke down the US into red, blue, and purple states; within each, researchers used marketing tools to examine voter characteristics. They found that “purple states” are those where none of the three voter groups dominates, but “purple voters” themselves lean right.
“Purple voters” tend to be older, more conservative than liberal, and most likely to watch Fox News. “A lot of people say this is a center, center-right kind of country,” said a manager at the marketing firm. The study suggests Republicans should appeal to purple voters based on their “conservative tendencies,” while Democrats should use economic issues.