Naturally some reservation on the data must be kept as the data is from exit polling and that the 2012 presidential election turn out was about 9-10 millions less than that of 2008. Never the less this should give the Republican Party some cause for hope moving into the future when evaluating shifts toward the right since 2008.
The Trends
Males: +4% points gain
Females: +1%
Age 18-29: +5% (-6% for democrats)
Age 30-34: -1% (no change for democrats)
Age 45-64: +2% (-3% for democrats)
Age 65+: +3% (-1% for democrats)
White: +4%
Black: +2%
Hispanic:-4%
Asians: -9%
Other: +7% (-8% for democrats)
No high school education: (+1% for democrats)
High school graduate: +2% (-1% for democrats)
Some college / associate degree: +1% (-2% for democrats)
College graduate: +3%
Postgraduate study: +2% (-3% for democrats)
Income under $50k: no change
Income $50k - $99k: +5%
Income $100k or more: +5%
Married men: +7% (-8% for democrats)
Married women: +2% (-1% for democrats)
Unmarried men: +2%
Unmarried women: +2% (-3% for democrats)
Ideology liberal: +1% (-3& for democrats)
Ideology moderate: +2% (-4% for democrats)
Ideology conservative: +4% (-3% for democrats)
Religion Protestant or other Christian: +3%
Religion Catholic: +3% (-4% for democrats)
Religion something else: +1% (+1% for democrats as well)
Religion Jewish: +9%
Religion none: +3% (-5% for democrats)
Republicans made gains in all these demographic groups except Hispanics and Asians. The Hispanic population, and to a lesser extent the Asian population, are both growing in significance in population and economic power. Hispanic constitute 16% of the population, with Asian as 5% and African-American as 13%. Clearly for the Republicans to gain in future election, outreach programs to the Hispanic and Asian population need to receive much greater emphasis.
Of the remaining demographic groups, assuming a polling margin of error of 3%, leaving gains of 4% or more as significant, the following groups moved toward the Republicans.
Age 18-29: +5% (-6% for democrats)
White: +4%
Income $50k - $99k: +5%
Income $100k or more: +5%
Married men: +7% (-8% for democrats)
Ideology conservative: +4% (-3% for democrats)
Religion Jewish: +9%
Why the Republicans are typically seen as a party of white conservative married men, I believe gains in the young voters, working people, and Jews need to be solidified. The majority of young voters and Jews still voted for democrats. Identify why these voters switch and build on these causes. Men and those with income greater than $50k only became more likely to vote Republican this election and these gains absolutely cannot be taken for granted.
On the cusps are the 3% gains.
Age 65+: +3% (-1% for democrats)
College graduate: +3%
Religion Protestant or other Christian: +3%
Religion Catholic: +3% (-4% for democrats)
In summary, the Republican needs to solidify the base (married men, white and conservatives), build on gains made with men, those making over $50k, the elderly, college graduates and Christians. Reach out much more to the young, Jews, Hispanics, and Asians. Build on your strengths and at the same time address your weakness.
Note I did not include independents, and those who are doing better/worse than four years ago as these are essentially referendum on the incumbent. Given the broad gains made by the Republicans, that Obama still won reinforces my hypothesis of the cult of Obama as the cause of his electoral victory rather than any fundamental shift in American ideology.
