As Ireland goes to the polls in the General Election today, the USA warms up to its presidential elections and Britain votes to either leave or stay within the EU, 2016 is definitely a year when key political choices will be made.
It’s a good time therefore to reflect on those consumers who may hold particular sway when it comes to politics. Kantar Media’s TGI data in Ireland reveals that 6% of adults believe it very likely that they can convince others with their views on politics and public affairs.
These people are 48% more likely than the average adult to be male and 52% more likely to earn €50,000 or more.
They also tend to be gregarious, ambitious and like to stand out. For example, they are three quarters more likely than the average adult to say they like to have control over people and resources and 45% more likely to like to pursue a life of challenge, novelty and change.
Newspapers represent an especially efficient way of reaching this group, as they are 61% more likely than the average adult to be amongst the top 20% of newspaper readers.
To view archived TGI Insights of the Week please click HERE
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