Brandon:
Enterpriser

Enterprisers represent 9 percent of the American public, and 10 percent of registered voters.

Basic Description
As in previous studies conducted in 1987, 1994 and 1999, this extremely partisan Republican group’s politics are driven by a belief in the free enterprise system and social values that reflect a conservative agenda. Enterprisers are also the strongest backers of an assertive foreign policy, which includes nearly unanimous support for the war in Iraq and strong support for such anti-terrorism efforts as the Patriot Act.

Defining Values
Assertive on foreign policy and patriotic; anti-regulation and pro-business; very little support for government help to the poor; strong belief that individuals are responsible for their own well being. Conservative on social issues such as gay marriage, but not much more religious than the nation as a whole. Very satisfied with personal financial situation.

Who They Are
Predominantly white (91%), male (76%) and financially well-off (62% have household incomes of at least $50,000, compared with 40% nationwide). Nearly half (46%) have a college degree, and 77% are married. Nearly a quarter (23%) are themselves military veterans. Only 10% are under age 30.

Lifestyle Notes
59% report having a gun in their homes; 53% trade stocks and bonds in the stock market, and 30% are small business owners – all of which are the highest percentages among typology groups. 48% attend church weekly; 36% attend bible study or prayer group meetings.

2004 Election
Bush 92%, Kerry 1%. Bush’s most reliable supporters (just 4% of Enterprisers did not vote)

Party ID
81% Republican, 18% Independent/No Preference, 1% Democrat

Media Use
Enterprisers follow news about government and politics more closely than any other group, and exhibit the most knowledge about world affairs. The Fox News Channel is their primary source of news (46% cite it as a main source) followed by newspapers (42%) radio (31%) and the internet (26%).


Johnathon:
Liberal

Liberals represent 17 percent of the American public, and 19 percent of registered voters.

Basic Description
This group has nearly doubled in proportion since 1999, Liberals now comprise the largest share of Democrats and is the single largest of the nine Typology groups. They are the most opposed to an assertive foreign policy, the most secular, and take the most liberal views on social issues such as homosexuality, abortion, and censorship. They differ from other Democratic groups in that they are strongly pro-environment and pro-immigration, issues which are more controversial among Conservative and Disadvantaged Democrats.

Defining Values
Strongest preference for diplomacy over use of military force. Pro-choice, supportive of gay marriage and strongly favor environmental protection. Low participation in religious activities. Most sympathetic of any group to immigrants as well as labor unions, and most opposed to the anti-terrorism Patriot Act.

Who They Are
Most (62%) identify themselves as liberal. Predominantly white (83%), most highly educated group (49% have a college degree or more), and youngest group after Bystanders. Least religious group in typology: 43% report they seldom or never attend religious services; nearly a quarter (22%) are seculars. More than one-third never married (36%). Largest group residing in urban areas (42%) and in the western half the country (34%). Wealthiest Democratic group (41% earn at least $75,000).

Lifestyle Notes
Largest group to have been born (or whose parents were born) outside of the U.S. or Canada (20%). Least likely to report having a gun at home (23%) or attending bible study or prayer group meetings (13%).

2004 Election
Bush 2%, Kerry 81%

Party ID
59% Democrat; 40% Independent/No Preference, 1% Republican (92% Dem/Lean Dem)

Media Use
Liberals are second only to Enterprisers in following news about government and public affairs most of the time (60%). Liberals’ use of the internet to get news is the highest among all groups (37%).

Pryce:
Upbeat

Upbeats represent 11 percent of the American public, and 13 percent of registered voters.

Basic Description
Upbeats express positive views about the economy, government and society. Satisfied with their own financial situation and the direction the nation is heading, these voters support George W. Bush’s leadership in economic matters more than on social or foreign policy issues. Combining highly favorable views of government with equally positive views of business and the marketplace, Upbeats believe that success is in people’s own hands, and that businesses make a positive contribution to society. This group also has a very favorable view of immigrants.

Defining Values
Very favorable views of government performance and responsiveness defines the group, along with similarly positive outlook on the role of business in society. While most support the war in Iraq, Upbeats have mixed views on foreign policy – but most favor preemptive military action against countries that threaten the U.S. Religious, but decidedly moderate in views about social and cultural issues.

Who They Are
Relatively young (26% are under 30) and well-educated, Upbeats are the second wealthiest group after Enterprisers (39% have household incomes of $75,000 or more). The highest proportion of Catholics (30%) and white mainline Protestants (28%) of all groups, although fewer than half (46%) attend church weekly. Mostly white (87%), suburban, and married, they are evenly split between men and women.

Lifestyle Notes
High rate of stock ownership (42%, 2nd after Enterprisers).

2004 Election
Bush 63%, Kerry 14%.

Party ID
56% Independent/No Preference, 39% Republican, 5% Democrat (73% Rep/LeanRep)

Media Use
Upbeats are second only to Liberals in citing the internet as their main news source (34% compared with 23% nationwide); 46% also cite newspapers. No more or less engaged in politics than the national average.