PITTSBURGH (KDKA) — When it comes to President Obama and Governor Romney, most Americans know exactly who will get their vote on November 6th.
But it’s the 5 to 10 percent of undecided voters — those who have still not made up their minds — who will ultimately determine the winner. So who are these people?
“They’re generally undecided about everything,” says John Dick.
Using his Pittsburgh-based internet marketing firm, CivicScience, Dick has surveyed over 11,000 self-described undecided voters, gleaning information that could help both campaigns win over these voters.
“They’re not very opinionated about issues, they’re not very opinionated about brands or television shows. They tend to be very moderate thinkers about, just about everything, politics included,” says Dick.
Here’s some key demographics CivicScience found about the undecideds.
They are more likely to be younger — under 55 — more likely to have less formal education without a college degree — more likely to earn less than $50,000 a year and more likely to be female than male.
“We find that women largely on political issues and economic issues tend to be less opinionated one way or the other.”
The biggest challenge for Obama and Romney is how to reach these undecideds.
“They’re hard to reach. They don’t reply or read their email as frequently as most people. The only thing that we found to be something of a leading indicator of an undecided voter is how much time they spend on Facebook, which tends to be much higher than a non-undecided voter.”
Some other facts about undecided voters, according to CivicScience: They don’t watch much news or sports, for that matter; and they are less likely to think the economy will get better.
They do like movies, especially 3-D, pay cash over credit cards, and more likely to love clothes from Hugo Boss, Banana Republic and American Eagle.
And if they watch network programming at all, it’s most likely to be right here on CBS.
While candidates try hard to win them over, in the end, only about half of undecideds will end up voting on November 6th.