PRESS RELEASE from Scarborough Research


33 Percent of Ohio Early/Absentee Voters Self-Identify as Democrats

New Infographic from Scarborough Reveals Insights into the Ohio Early/Absentee Voters

NEW YORK (July 19, 2012) – On Tuesday, July 17, President Obama’s campaign filed a lawsuit against Ohio’s top election officials over the swing state’s law that restricts early voting in the three days leading up to the election. A new infographic from consumer research firm Scarborough reveals insights into the Ohio Early/Absentee Voters, defined by Scarborough as registered voters who are early voters, absentee voters or permanent absentee voters. These insights are from the Scarborough/TargetSmart Joint Political Data Offering and highlight the constituents potentially impacted by the Obama campaign lawsuit.

Scarborough’s Ohio Early/Absentee Voters infographic reveals that 22 percent of Ohio registered voters are Early/Absentee Voters. Of these constituents, 86 percent have been registered to vote for more than five years. Per their lawsuit, Obama’s campaign argues that Ohio’s law unfairly ends in-person early voting on the Friday evening before the Tuesday election while allowing military and overseas voters to cast ballots in person until Monday. Ohio Early/Absentee Voters have the potential to be crucial to Obama’s reelection efforts in the swing state as 33 percent of Ohio Early/Absentee voters self-identify as Democrats, compared to 26 percent who self-identify as Republicans.

In terms of political organization involvement, Ohio Early/Absentee Voters are 18 percent more likely than all Ohio registered voters to have contributed to a political organization in the past 12 months and 29 percent more likely to have contributed to a social care/welfare organization in the same time frame. Demographically, they are 70 percent more likely than all Ohio registered voters to be African-American and 54 percent more likely to be retired. Ohio Early/Absentee Voters are 13 percent more likely than all Ohio registered voters to hold a college degree or higher.

More information on Ohio Early/Absentee Voters can be found in the infographic issued by Scarborough, available for download at

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To obtain additional reports regarding American behavior by political affiliation, please contact Brad Sherer at

This data used in this analysis is from Scarborough USA+/TargetSmart Release 2 2011. Scarborough measures 210,000 adults aged 18+ annually across a wide variety of media, lifestyle, shopping and demographic categories.

About Scarborough Research

Scarborough ( measures American life. Our consumer insights reflect shopping patterns, media usage across platforms and lifestyle trends for adults. Media professionals and marketers use Scarborough insights to make smarter marketing/business decisions on things like ad placement, multicultural targeting, and sponsorship opportunities.  The company’s core syndicated consumer insight studies in 77 Top‐Tier Markets, its Multi‐Market Study and its national USA+ Study are Media Rating Council (MRC) accredited. Other products and services include Scarborough Mid‐Tier Local Market Studies, Hispanic Studies and Custom Research Solutions. Scarborough measures 2,000 consumer categories and serves a broad client base that includes marketers, advertising agencies, print and electronic media (broadcast and cable television, radio stations), sports teams and leagues and out‐of‐home media companies. Surveying more than 210,000 adults annually, Scarborough is a joint venture between Arbitron Inc. and The Nielsen Company.

Press Contact:      Haley Dercher, Scarborough Research