http://www.msnbc.msn.com/id/3762821/GENDER
- For all Dean's rolled-up sleeves and aggressive masculinity, he did better with women than men, and for all Edward's hair, he did better with men than women. Dean and Kerry were the only two who did better with women than men.
RACE/GENDER - RACE
- Clark and Lieberman over-performed with non-white males and Edwards underperformed with non-white males, according to one measure. Another table breaking down voters by race says that 2/3 or the non-white voters (5% of turnout) were Latino or "other" (non-AA), but shows that that there was no statistically significant distribution of that vote. Resolve those contradictions as you like.
AGE
- Lieberman over-performed with retirees (the smallest of the four age groups) and Kucinich outperformed with 18-29 year olds.
WEALTH/CLASS
- Clark underperformed among the highest income bracket, and Edwards over-performed. Edwards underperformed among the poorest (but over-performed among the second lowest income bracket). Dean, and Clark to a lesser degree over-performed among the poorest.
ECONOMY
- Only 1/5th of voters thought they were better off today, but Lieberman over-performed in that group. Clark underperformed in that group. Kucinich outperformed among the 36% who thought they were worse off.
EDUCATION
- all Dems underperformed (ie, rounded to 0%) among the 3% of voters who did not finish high school. Dean underperformed and Clark over-performed among people who only graduated from high school. Edwards underperformed among the 1/4 of voters with graduate degrees, while Dean over-performed with that demographic. Lieberman over-performed with college dropouts/people with associates degrees. The difference between having or not having a college degree for Dean was was a 40% swing.
UNION MEMBERSHIP
- Only for Clark was there a significant difference between support among union and non-union households, but it seemed to be with the non-union member of the household. For Dean and Kerry there was a difference in support depending on the voter's membership in the union (non-members were less likely to support them).
MILITARY SERVICE
- Only for Clark and Dean did military service result in significant differences in support (in the predicted directions). Lieberman over-performed and Edwards underperformed in households in which someone other than the voter served in the military. Clark over-performed in households where the voter served in the military.
GUNS
- There was a noticeable, but slight increase in support for Edwards in households with guns, and the difference was bigger than for any other candidate. It looks like Edwards's message about gun safety/protecting second amend. got a little bit of traction.
PARTY IDENTIFICATION
- Dean significantly (and Kerry to a dramatic, but lesser degree) underperformed among the 4% of people who thought of themselves as Republicans and Lieberman significantly over-performed. If Republicans voted for Dean, either they lied in the exit surveys about their politics, or they were significantly outnumbered by those who showed up to vote for Joe. (Those Joe voters almost definitely denied Clark and Edwards delegates, which makes Joe a total ass in my book.)
POLITICAL IDENTIFICATION
- Dean significantly over-performed and Kerry and Edwards underperformed among people who identify themselves as liberal (which, to me, suggests that people are really confused about what constitutes liberal). That considering yourself liberal resulted in a quadrupling of Kucinich's support indicates some voters knew which end was up. Dean's support, and Lieberman's in the other direction, were dramatically consistent with people's perception of their politics. No self-professed moderates or conservatives voted for Kucinich.
FIRST TIME VOTERS
- nobody over-performed among the 5% of first-time voters. This issue was sold as a big one for Dean, but he didn't seem to deliver on it.
RELIGION
- Clark over-performed among non-religious voters (interesting for a man of so many religions). Dean outperformed among "other - Religious" (as did Kucinich) to such a degree that it dragged down Clark and Edwards, but not Kerry. Nobody out-performed among the 4% of Jewish voters, not even Lieberman. However, Lieberman over-performed among regular (once a week) church goers, to the degree that it dragged down Clark and Edwards.
TIMING FOR CHOOSING THE CANDIDATE
- Edwards and Lieberman did best among voters who decided for whom to vote recently. (So there really was some Joementum -- or, the media brainwashed people into acting upon what they were selling.) Dean way outperformed among people who decided a month or more ago (which was slightly more than 1/3rd of the voters). Edwards would have benefited from more time and money, in my opinion -- which I hope isn't the obituary for the Democrats' chances of beating Bush in the fall -- in which case, McAulife's head might roll.
REASON FOR SUPPORTING CANDIDATE
- Dean and Lieberman voters tended to support their candidate because of how they felt about the issues, rather than electability. For Kerry it was, dramatically the reverse.
BUSH HATRED
- Needless to say, the more the voter hated Bush, the more they liked Dean (the reverse being true for Lieberman voters), but only 2% of voters were enthusiastic about Bush.
REPEAL TAX CUTS
- Candidates supporters definitely know where their candidates stand on the Bush tax cuts (repeal all or just the breaks for wealthy), with their support correlating to how they felt about that issue vs how their candidates feel.
CIVIL UNIONS
- Favoring vs opposing civil unions translated to dramatically different levels of support for Lieberman and Dean in the predictable direction (for the rest, it didn't result in a significant difference). So this issue isn't really on the minds of voters except for the less than one-third who voted for Dean and Lieberman.
POPULARITY
- Kerry and Kucinich supporters tend to like Clark and Edwards, the rest don't. Only Kucinich supporters tend to like Dean. No other supporters than Kerry's tend to like Kerry (but Kerry supporters thought very highly of him). Only Edwards and Kerry supporters tend to like Lieberman. Only Kucinich voters tend not to like McCain. Edwards had the best favorable/unfavorable. Dean had the worst.
WAR
- Oddly (since they're almost identical on this issue) Kerry over-performed and Edwards underperformed among strong disapprovers of War. Dean and Lieberman support was predictably polarized on this issue as well.
ECONOMY
- Oddly, Edwards under-performs and Dean over-performed among 1/5th of people who think the economy is poor -- weird since Edwards talked about the economy and Dean talks about war and Bush. It seems that this probably relates to the polarization thing. If you're mad at Bush, you like Dean. Stranger still, Edwards outperforms in the group who are not so worried about the direction the economy is heading (however, this was only 8% of the vote). I can only guess that he did much better with this demographic in IA and that part of the reason he only got 12% was because this is the message which wasn't reaching voters.
MOST IMPORTANT ISSUE
- Edwards outperformed among the 28% of voters (combined) who thought economy/jobs and taxes were the biggest issue. Kerry underperformed on taxes (6% of voters), but over-performed on jobs (22% of voters). The most popular single issue was health care in NH (28% -- almost 5 times more than people who cared most about taxes). Clark seriously underperformed in this group. Clark was very strong among people who cared about war/national security combined. Unlike Clark, Dean split these issues -- under-performing on national security, over-performing on war (predictably -- since his chat has made these issues incompatible). Edwards seriously underperformed on both those issues combined. Dean underperformed on taxes/economy. Oddly, Kerry slightly underperformed on nat'l security/terrorism and war (of course he was strong on these issues, but relative to his winning percentage, these were weak issues for him).
CHARACTERISTICS
- Edwards seriously (and Dean significantly) underperformed with voters looking for experience, but not many voters really cared about that. Edwards over-performed on compassion/empathy and having a good message -- which, combined, a quarter of voters cared about the most, however, individually, those characteristics ranked lower than standing up for what you believe and electability (which, combined, were ranked number one issues by twice as many voters). Voters cared least about ability to shake things up in DC (where Dean way over-performed). They cared most about standing for what you believe, where Dean and Lieberman did well and (curiously) Edwards, Kerry and Clark did poorly. 20% of voters cared about electability (a third less than cared about standing up for what you believe). Everyone underperformed on that one except Edwards, who performed, and Kerry who significantly over-performed. So, it looks like people look at these candidates and think that, if they're doing what they need to get elected, they're not standing up for what they believe. Obviously, there's a ton to be gained from having the message that you can do both, and there will be a ton to be gained if Democrats (ie DU'ers) stop criticizing the candidates in this regard, and if Democrats develop and a rhetoric which undermines the inevitable attempt by Republicans to exploit this dichotomy as a wedge issue. (So, will DU'ers be Republican enablers, or not?)
GEOGRAPHY
- Except for Dean and Lieberman there was almost no geographic differences in support, which is probably why the tally as the precincts were counted remained remarkably steady.
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So, therein lies a road-map of where the candidates went right, where they went wrong, how their messages were and were not received, and what they need to do to help themselves and hurt their opponents.
Incidentally, whey I say over-perform and under-perform, I'm comparing the breakdown for the individual category to the candidate's performance with all voters. Kerry consistently outperformed relative to all the candidates. So, for example, even if he weren't as popular among Protestants as Catholics, and therefore underperformed among that group, he may still have gotten more protestant voters than all the other candidates combined.
Basically what I'm saying here is, for example, if you were a Lieberman supporter, you were probably old, white, rich, not neccessarily Jewish with very conservative politics, and you like your politicians to say what they believe and not what's popular. If you're an Edwards supporter, you might be a wealthy white guy who cares a lot about taxes but might not think that the economy is going horribly in the wrong direction. And, remember, this data is for NH only. I'm sure that comparing it to data for IA is very revealing.