YouGov Behavioral - Race to the White House 2024 - US Popularity and Audience Analysis

YouGov Behavioral - Race to the White House 2024 - US Popularity and Audience Analysis

YouGov - October 17th, 2024
YouGov Behavioral - Race to the White House 2024 - US Popularity and Audience AnalysisDownload report

YouGov Behavioral - Race for the White House 2024 - US Popularity and Audience Analysis Report

Leveraging YouGov Behavioral’s insights into online search & social, this report explores popularity, audience, and sentiment trends surrounding the Trump and Harris presidential campaigns.

Key Findings Include:

  • Public interest for both Kamala Harris and Donald Trump is extremely high, with the candidates achieving respective Appetite Scores of 99.08 and 99.07 since the beginning of September.
  • Analysis of online attitudes among Harris supporters reveals: Inclusivity, Desire for Unity, Desire for Positive Change, Positive Outlook, Desire to be Empowered
  • Analysis of online attitudes among Trump supporters reveals: Deification, Parasocial Relationships, Exclusive Tendencies, Scarcity Mindsets
  • High volume of commenters refer to Trump as a god or use language that indicates worship of Trump. Others express the belief that he was chosen by God to save America. Notable volume of individuals praying to Trump in social media comments.
  • Online conversation indicates that the September 10th presidential debate was not particularly instrumental in shifting opinions of either candidate.
  • Common themes across values and deciding factors expressed by both Trump and Harris supporters in online conversation include: Economic Improvement, Freedom & Autonomy, Honesty & Authenticity