By the looks of things, it’s very likely that Donald Trump and Hillary Clinton will be the two presidential nominees on the bill this election.
We have been covering online activity around the 2016 Presidential Elections for six months now, focusing our analysis on the candidates; analyzing inbound traffic to their web properties, press coverage and social activity. Today, we’re looking more specifically at campaign contributors, to better understand the unique online behavioral trends exhibited by those who have donated to one of the two presidential frontrunners.
We analyzed the streaming and shopping behaviors of online donors to the Trump and Clinton campaigns between January 1 and April 30, 2016. We discovered that Clinton supporters are much more driven to purchase products, while Trump supporters spend more time streaming videos. Read on for our full data-driven presidential findings.
YouTube: The political portal
Trump supporters are much more active on YouTube, streaming an average of more than 22 videos a month, which is more than four times the national average and twice as much as Clinton supporters.
|Cohort||Monthly videos /person|
Despite differences in amount of video consumption, donors on both sides were watching the same videos. The most popular videos for both groups were similar and unsurprisingly politically-oriented. Here are a couple examples of videos that made both groups top ten list.
- Last Week Tonight with John Oliver (Donald Trump): This is the second most popular YouTube video for both groups and the leading video featuring a frontrunner. Trump supporters were four times more likely to watch the video than the general population and Clinton donors were twice as likely.
- Hillary Clinton lying for 13 minutes straight: Trump and Clinton supporters were at least five times more likely to watch this video than the general population. Trump supporters specifically, were 12 times more likely to watch this video.
Amazon: Leisure purchase time
The New York Times recently covered candidate campaign contributions, reporting that Clinton is leading the pack with more than $260 million raised. With this in mind, we set out to investigate candidate supporters’ purchase behavior on the leading e-commerce website Amazon. Assuming the amount of funds candidates raise indicates donor income levels, and income influences shopping behavior, we expected to find behavioral differences in online shopping between the two customer cohorts. Our data did not disappoint, indicating that Clinton donors were 23 percent more likely to purchase a product on Amazon than Trump donors. We also found that the type of products these two groups tend to purchase are different in nature.
Here’s what we learned from analyzing candidate donors’ Amazon purchase behavior.
- Trump supporters are into supplements, purchasing Optimum Nutrition’s Creatine Powder and Whey Protein 55 times the national average.
- Clinton donors are more tech savvy, purchasing Roku media players and Kindle Paperwhite devices 80 times and 20 times the national average.
Bottom line: Behavioral cohort analysis provides deeper insights into an audience than demographic splits alone. Our behavioral analysis of presidential frontrunner campaign donors indicates that while these two groups share an interest in politics, a deeper look into their online activity indicates that they have different drives, motivations and household incomes.