Printer Friendly

Low-Income Families Disenfranchised With Politics.

LONDON, April 30 /PRNewswire/ -- While the election campaigns move up a gear, and widespread disagreement continues about which party is on top, the pundits do seem to be agreeing on one thing: this election is the first in recent times for which turnout is seen to be such a major factor. Hence we have seen all of the parties making extra-ordinary efforts, not only to secure votes for themselves, but to encourage people to vote in the first place, with the push for increased postal voting, and widespread use of telephone canvassing and direct mail.

Leading consumer data and data services company Acxiom, has uncovered strong trends in the profile of those people who are either undecided about whether to vote, or have decided definitely not to vote, with the majority of those people disenfranchised from the value of elections tending to be mainly younger, many with children, and coming from less affluent areas in either urban or semi-urban areas.

Says Dawn Orr, UK Data Group Leader at Acxiom, "There seems to be a direct correlation between money and likelihood to vote. While those on a lower income have yet to be persuaded that their vote can make a difference, households in high income postcodes almost unanimously state that they will definitely use their vote. Perhaps lower income households feel that it makes no difference to them who is in power, whereas high income households, paying more tax, have stronger opinions on who can spend their money more wisely."

"May or May Not Vote"

The first half of Acxiom's analysis looks at those people who are undecided whether or not to vote (as opposed to those who are "definitely not voting"), and who therefore are most likely to be worth investing in by the political parties to encourage them to exert their voting rights.

17.67% of those with a higher than average likelihood to be undecided whether to vote live in strong family areas, the majority of which are low income, working as manual workers or unemployed and with a high likelihood to be single, divorced or separated. Using Personicx Geo, Acxiom's unique postcode classification system (see attached profile data for full descriptions of each group) which is used by major blue chip companies to help them understand the profile of their consumers and type of area they live in, it is possible to identify key family groups which the parties need to hone in on: Full City Homes, Income Supported, Budget Families, Hobbies in City Suburbs, Children & Camping, Family Focus and Factories & Council Estates. Interestingly, Sikh, Muslim and Hindu people tend to be highly represented in Family Focus areas. (For full listing of indices for those likely to be undecided whether or not to vote, see below).

13.75% of people with a higher than average likelihood to be undecided live in postcodes that have a high proportion of households without children. These tend to be low to mid income households (although with a slightly higher disposable income than the family groups), comprising groups such as Adventurous Students, Small Town Office Workers, Value Brands & Tabloids, Unemployment Blues and Striving Students.

Striving Students comprises those people most likely not to have decided whether to vote, being 1.72 times more likely than average not yet to have made up their mind. Indeed, two other key Personicx student groups, Single Students and Adventurous Students, are amongst those in the undecided camp, making the student echelons a key target for the politicians.

"Definitely Not Voting"

Acxiom's analysis into those who are definite about their intention not to vote, identifies a similar, low income profile to the Undecideds. The group that is most likely not to be voting in May's election are those living in postcodes classified as 'Unemployment Blues'. These people, likely to be single, separated or divorced are on low incomes, in areas of high unemployment and are more than twice as likely than average to have decided not to vote (index 228). 19.12% of people with an above average predisposition to definitely not vote live in postcodes with a high likelihood to contain family households, while 15.87 live in non-family postcodes. 3.01% live in areas with a high proportion of retired people.

Methodology

Acxiom's analysis was undertaken using data collected during 2004 from 117,000 consumers who stated their voting intentions for the next election. Consumers who stated that they were either "definitely not going to vote" or "may or may not vote" were then profiled using Personicx Geo, a revolutionary segmentation system which is the first to be able to classify consumers according to their demographic, lifestyle and behavioural profile, using live behavioural data such as grocery shopping habits, choice of holiday destination, charity donation, product ownership and credit card usage. Consumer clusters starting GX are likely to have no children in household, GF means there are likely to be children in household, GR means likely to be retired and GM means 'mixed' postcodes.

 "May or May Not Vote"
 -------------------------------------------------------------------------
 Personicx Code Group Description Index Percentage
 of people
 who may or
 may not
 voters
 -------------------------------------------------------------------------
 GF202 Hobbies in City Suburbs 145 2.46
 -------------------------------------------------------------------------
 GF307 Budget Families 153 2.04
 -------------------------------------------------------------------------
 GF408 Income Supported 168 3.03
 -------------------------------------------------------------------------
 GF411 Family Focus 132 1.14
 -------------------------------------------------------------------------
 GF422 Children & Camping 141 2.34
 -------------------------------------------------------------------------
 GF430 Factories & Council Estates 122 2.64
 -------------------------------------------------------------------------
 GF512 Full City Homes 171 4.02
 -------------------------------------------------------------------------
 GM313 Single Students 128 1.81
 -------------------------------------------------------------------------
 GM517 Low Cash, Low Credit 123 1.73
 -------------------------------------------------------------------------
 GM531 Rent Books & Benefits 122 3.10
 -------------------------------------------------------------------------
 GX203 Social Explorers 132 1.98
 -------------------------------------------------------------------------
 GX301 Adventurous Students 154 1.69
 -------------------------------------------------------------------------
 GX304 Small Town Office Workers 166 2.40
 -------------------------------------------------------------------------
 GX418 Value Brands & Tabloids 130 2.50
 -------------------------------------------------------------------------
 GX506 Striving Students 172 2.40
 -------------------------------------------------------------------------
 GX520 Unemployment Blues 150 2.78
 -------------------------------------------------------------------------


 "Definitely Not Voting"
 -------------------------------------------------------------------------
 Personicx Code Group Description Index Percentage
 of people
 who will
 definitely
 not vote
 -------------------------------------------------------------------------
 GF307 Budget Families 165 2.19
 -------------------------------------------------------------------------
 GF319 City Manual Workers 122 2.46
 -------------------------------------------------------------------------
 GF408 Income Supported 213 3.84
 -------------------------------------------------------------------------
 GF422 Children & Camping 162 2.67
 -------------------------------------------------------------------------
 GF430 Factories & Council Estates 134 2.91
 -------------------------------------------------------------------------
 GF512 Full City Homes 214 5.05
 -------------------------------------------------------------------------
 GM313 Single Students 125 1.78
 -------------------------------------------------------------------------
 GM517 Low Cash, Low Credit 168 2.36
 -------------------------------------------------------------------------
 GM531 Rent Books & Benefits 140 3.55
 -------------------------------------------------------------------------
 GM539 Retired Solos on a Tight Budget 121 1.74
 -------------------------------------------------------------------------
 GR551 Betting & Bingo 138 3.01
 -------------------------------------------------------------------------
 GX301 Adventurous Students 162 1.78
 -------------------------------------------------------------------------
 GX304 Small Town Office Workers 132 1.91
 -------------------------------------------------------------------------
 GX315 City Singletons 137 2.11
 -------------------------------------------------------------------------
 GX418 Value Brands & Tabloids 146 2.79
 -------------------------------------------------------------------------
 GX506 Striving Students 219 3.04
 -------------------------------------------------------------------------
 GX520 Unemployment Blues 228 4.24
 -------------------------------------------------------------------------



About Acxiom

Acxiom, the UK's leading supplier of consumer data and services, was established in the UK in 1986 where it now employs over 400 staff. Acxiom has an annual turnover of over GBP45m in the UK, and has 5,500 employees throughout Europe, the US, Australia and China.

Acxiom's core work harnesses the power of comprehensive lifestyle data from the largest lifestyle consumer databases across Europe, combined with the best technology and know-how in the industry, to help clients (including many of the most respected brands in the world) maximise the strategic quality and effectiveness of their direct marketing activity by being cleverer with data.

Contacts: Susan Perolls or Kim Van Haeften at Loudmouth PR: T: +44-(0)1306-885000, e: susanp@loudmouthpr.co.uk or kimvh@loudmouthpr.co.uk; Dawn Orr at Acxiom: T: +44-(0)20-8213-5500, dawn.orr@acxiom.com
COPYRIGHT 2005 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2005 Gale, Cengage Learning. All rights reserved.

 Reader Opinion

Title:

Comment:



 

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire Europe
Date:May 3, 2005
Words:1227
Previous Article:Hop, Skip or Jump in Support of Special Care Babies!
Next Article:LogicaCMG Helps T-Mobile Deliver t-zones Portal to Users.

Terms of use | Copyright © 2014 Farlex, Inc. | Feedback | For webmasters