The fifth annual report from Buzz On Politics profiles Millennials and upcoming generations. 987 members of the BuzzSpotter® network participated in the survey, providing demographics on topics like age, location, education, employment, income, political views and participation. Key findings include that although only 8% are unemployed, 65% said the economy is the biggest problem facing the nation. When it comes to political news, television and the internet are the top sources at 42% and 44% respectively.

1. Buzz On Politics
2012
Study 5.0
Th e f if th wa ve o f a n e w a n n ua l r e p o r t p r o f ili n g th e se u p a nd
c o m i n g Mille n n ia ls.

2. Who was
Involved?
9000
This network is used as a resource for
ethnographies, focus groups, personal
31.12
h ed 3. interviews, immersion
Launc experiences, surveys, and polls.
987 members of
1,541 atte mpts Overall, this panel is composed of
trend influencers, and represent all of
our buzzSpotter® the “tribes” we have identified, which
include: independents, preppies,
network F ie lded o
nline techies and alternatives. buzzSpotters®
participated in this Closed 4.12.12
987
survey.
65% /35%
female male Par tic ipa n ts
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3. location
CA
12%
Rest of USA
25%
NY
The majority of 19%
participants are
IL
from these states. 10% FL
4%
NC PA NJ GA
STATS BY STATE AND PERCENTAGE >>>
3% OH 5% 4% MA 6%
3% TX MI 3%
3% 3% buzzmg.com

4. AGE
22%
36-40
31-35 28%
The respondents
ranged in age from 26-30 28%
18 – 40 years old.
18-25 22%
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5. ethnicity American Indian Other
1% 2%
Asian American Hispanic
7% 9%
Black
18%
White
63%
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6. Marital
Status Divorced Other
2% 1%
Even though some recent Single
trends suggest that
Married 35%
Millennials are embracing
single life, 57% of our 36%
respondents are married or
in a relationship.
In a
relationship
21% Dating
5%
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7. education Masters Ph.D Other
Degree 1% 4%
14%
High school
diploma
Nearly 60% of our 24%
respondents hold at
least a bachelors degree
or higher. Another 13%
hold an associates Bachelors Associates
Degree Degree
degree.
44% 13%
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8. g fro m
o no my is still re c o ve rin
A lth ough th e e c de n ts are
o f our respo n nde n ts
o nly 8%
th e re c essio n, our respo
Mea nwh ile 6% o f
u ne mplo yed.
lo yed.
are se lf-e mp
employment
Other Unemployed Working
A student 4% 8%
13% part-time
Self- 13%
employed
6%
Working
full-time
56%
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9. ts fall
47% o f o ur respo nde n
ve rage
be twee n th e na tio nal a 0 and
o me o f $33,00
h ouse h o ld in c
$82,000 Household
income
47%
28%
15%
4% 3% 1% 4%
Less than $8,000 - $33,000- $82,000 - $170,000 - More than I don't
$8,000 $33,000 $82,000 $170,000 $370,000 $370,000 want to
specify buzzmg.com

10. e n tify
f ou r respo nde n ts id
Nearly h alf o ts and 23% o
f th e m
de m o c ra
th e mse lves as es as inde pe nde n t.
se lv
ide n tify th e m
Which political
party are you
Tea Party Other affiliated with?
1% 4%
Republican
Independent 24%
23%
Democrat
48%
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11. ribe
spo nde n ts would desc
39% o f our re y 28%
m ode ra te, fo llo wed b How would you
th e ir vie ws as libe ral.
wh o c o nside r th e ir vie ws describe your
political
views?
39%
28%
16%
10%
4%
2%
Very Conservative Moderate Liberal Very liberal Other
conservative buzzmg.com

12. c tive in a
h o ar e c urre n tly a
Of th e 27% w ive o nly wh e n
th e y
% are ac t
po litical group, 63 r just a fe w h
ours
h e r 15% fo
Are you h ave t ime and ano t
currently pe r wee k. If you are
active in a active, How
political group? active are you
per week?
Yes
27%
No 2-3 days 4-5 days Everyday
73% 10% 3% 2%
1 day
7%
Only when I
have time
63%
A few hours
15% buzzmg.com

13. Have you ever given
your time or money to
support a political
cause?
e n ts
lf o f our respo nd
Mo re th an h a o ne y to suppo
rt
and m
h ave give n time a tio n.
money cause o r fou nd Time
a po litical
No
No
38%
44%
Yes Yes
56% 62%
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14. ly o nly 34% o
f ou r
Surp rising to take
p o nde n ts plan
re publican res aries. If Republican, did you
par t in th is year’s p rim participate or do you
plan to participate in
the primaries this
year?
Other
9%
Yes
34%
No
57%
buzzmg.com

15. e n ts
o rity o f our respo nd
Th e large maj lan to vo te ag
ain
and p
vo ted in 2008
th is fall! Do you plan on
Did you vote in voting in the
the 2008 2012
presidential presidential
election? election?
No
14% No
5%
Yes Yes
86% 95%
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16. Why didn’t you Why aren’t you
vote in 2008? voting in
November?
“Neither candidate was worth y.” “I see my personal productivity as more
rewarding than being bothered with politics.”
“I didn't know much about politics
back then, but do now, and I wish I “In California, my vote is meaningless since
could have voted for anyone but it always votes democratic.”
Obama.”
“We need someone in office who can
“Although I consider myself to understand the every day person, and has
be more in line with democratic the real ability to start making changes that
views I felt my vote did not would be better for all of America, not just
matter” the rich people.”
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17. What is the most
important
problem facing
our country?
How would you rate
Report Card PRESIDENT OBAMA’S
performance?
t issue 11%
th e m os t impo r tan A
Th e e c o no my is still ally
o nde n ts. Issues typ ic , pale in B 37%
fo r our resp you th , like educa tio n
asso c ia ted w
ith C 28%
c o mpariso n. D 14%
F 10%
65% 11% 8%
economy healthcare deficit
7% 3% 2% 2%
education other immigration energy
2%
Foreign policy
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18. If you were
president obama,
what would you
“I would have stood up a little more to the Republicans, especially in have done
regards to the fiscal issues” differently?
“The current President is in a similar place George W Bush was during his
.
second term. I believe Obama is a victim of partisan politics and a GOP
that sees an opportunity to stonewall important political measures for their
own party's gain. It's a despicable way of conducting business as a nation,
but there isn't much the President can do. He can't force these guys to
prioritize economic growth, or health care, or education. Obama needs to do a
better job of appeasing the largely-Republican Senate and House members
to accomplish the goals he promised us in 2008. “
“Keeping America more actively involved. I feel that he has not done many
public speeches to America to let us know good positive facts on what has
changed since he became President.”
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19. visio n and
are split be twee n te le t th is
respo nde n ts s abou
Our th e ir sou r c e fo r ne w re ge tting
th e in te r ne t as urp risingly o nly 6% a
tio ns. S
year’s e le c ape rs.
ro m th e ne wsp
th e ir info f
Where have you been
getting most of your
NEWS about this
year’s elections?
Television newspapers Friends & family
42% 6% 2%
internet radio
44% 4%

20. Most popular Most popular
television radio
channels stations
Local Stations*
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21. Most popular Most popular
newspapers magazines
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22. Most popular
websites
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23. Do you feel least
o nde n ts said th a t a t
comfortable % o f our resp ou t How many of your
64
nds sh are th ings ab
discussing your lf o f th e ir frie tes. friends share things
political beliefs?
ha
so c ial ne two r king si about politics on their
po litics o n th e ir
social networking
sites?
No, its
private 32% 33%
3%
22%
10%
Yes 3%
97%
All of them Most of Half of Some of None of
them them them them buzzmg.com

24. Have you ever learned
that someone's political
beliefs were different
than you thought they
lear ned
spo nde n ts said th e y based were, based on something
86% o f our re meo ne’s p o litical be lie fs
h ing abou t so two r king they posted on a social
so me t
h e y wro te o n a so c ial ne
o n so me th ing t networking site?
we bsite .
No
14%
Yes
86%
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25. When one of your
friends posts something
about politics on a
social networking site
that you agree with,
Never Always how often do you
9% 14% respond?
Sometimes
31% Usually
29%
Often
17%
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26. When one of your
friends posts something
about politics on a
social networking site
that you disagree with,
how often do you
Never Always respond?
12% 13%
Usually
25%
Sometimes
36%
Often
14%
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27. Explain why
participating in the
“This is the only way you can make a difference with this political process
country.” is important to you
“It's extremely important; paramount to our life as a nation. My parents
came from a country with a totalitarian regime (Czechoslovakia). I am
grateful to live in a country where we can discuss and debate our political
ideas.”
“Because it affects my life in various ways. It affects how I live and how
I deal with money and my children's future.”
“It is important because as an American, I need to speak up for what I believe.
I also feel like if I don't vote or voice my opinion, then I don't have a righ t to
complain. I want to be educated on politics and not be an ignorant person to
what is going on around me.”
“Because someone has to make a difference and if nobody
cared, nothing would change for the better.”
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28. KEY Although only 8% of our
respondents are unemployed
FINDINGS
65% of them said the economy
was the biggest problem facing
our nation. Perhaps the
immediate futures of their
parents are more worrisome
than their own righ t now.
When it comes to politics,
97% of our respondents are traditional T V is holding it’s
comfortable sharing their political own against the internet with
beliefs on social networking site, 44% of votes for the internet
most likely because they are and 42% for T V as the top
comfortable sharing almost two media outlets where our
anything online these days. 64% respondents are getting their
added that at least half of their 2012 election news.
friends are sharing online too!
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29. UP F INANCES. We know
that for the most part,
NEXT… Millennials are employed,
but how are they spending
their money? What
matters most?
EMP LOYME N T. We know
that they value higher
EDUCA TION. Our next wave education and are more
will focus on Millennial ambitious than ever, but,
education. We will explore after graduating, are they
topics like higher education able to find the conditions
and how to adjust your skills they need to flourish in this
to fit the economic climate we economy?
are living in.
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30. Co n tac t Us!
Buzz Marketing Group
1515 Market St.
Suite 1810
Philadelphia, PA 19102
215.399.5679
www.buzzmg.com