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It’s no surprise that a new Glimpse survey reveals deepening divides among voters. What is surprising is that respondent income levels so strongly influence trust in the electoral process and political engagement.

We surveyed 455 respondents across various age groups, with equal representation of men and women from 23 states and all 4 regions. Let’s dive into the key insights.

Do Americans Trust The Electoral Process?

About a third of respondents (34.3%) have high or complete trust in the system, while nearly half (47.7%) have little or no trust. Trump supporters tend to trust the system less, citing concerns about fairness and bias, whereas Harris supporters show somewhat more trust, though they still have reservations, often emphasizing the importance of election integrity.To better understand why this gap exists, we explored what qualities Trump and Harris supporters prioritize in a presidential candidate.

Question: What-do you think are the 3 most important qualities for a presidential candidate to have?

Donald Trump Supporters

Kamala Harris Supporters

Both groups prioritize integrity and strong leadership, signaling a shared desire for honesty and decisive governance. However, Trump supporters also emphasize transparency and accountability, reflecting a focus on clear, straightforward governance. In contrast, Harris supporters value the ability to unite and inspire, indicating a preference for a more inclusive and motivational leadership style.

Despite these similarities in valuing integrity and leadership, the differences in what each group seeks—transparency versus unity—highlight why they may vote differently. Trump supporters may be drawn to candidates who they believe will take bold, clear actions without ambiguity, while Harris supporters may prefer a candidate who can bring people together and inspire collective progress. These contrasting priorities contribute to the broader political polarization and differing levels of trust in the electoral process.

Kamala Harris Is Leading The Electoral Race

According to our survey, Harris is leading by a slim margin of 2%, with 44% compared to Trump’s 42%. However, with 13% of voters still undecided, their decisions could significantly impact the final outcome.

Question: Who do you plan to vote for in this election?

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Regarding the policies voters prioritize, a substantial 83% believe it’s extremely or very important for presidential candidates to present a clear plan for economic recovery and growth. Meanwhile, 62% of voters emphasize the need for candidates to address racial and social justice issues.

On the other hand, the 13% of undecided voters who don’t plan to vote represent a crucial factor in the 2024 election, as their decisions could tip the balance between the leading candidates. Interestingly, 18% of this group does not rely on any particular source for news. Additionally, only 11% of these voters use social media for news, while nearly 46% still prefer mainstream media sources. This indicates that traditional media still plays a key role in shaping their opinions. Understanding what drives these voters, whether it's economic concerns, trust in the electoral process, or the qualities they seek in a candidate, will be essential for both campaigns as they try to secure these pivotal votes..

Income Disparities and Their Impact on Political Polarization

Higher income individuals may not only have more trust in the electoral process but also exhibit more polarized political views. Political polarization refers to the increasing division of political attitudes, ideologies, and beliefs into distinct and opposing camps, and trust significantly influences political engagement and polarization. Among respondents earning over $100,000 annually, 44% expressed high or complete confidence in the fairness of the system, and their political views tend to align strongly with specific parties or ideologies. In contrast, only 27% of those earning below $25,000 reported similar levels of trust, and they displayed less polarized perspectives.

The trust gap between low income and high income groups:

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The correlation between trust and political polarization might suggest that economic factors play a significant role in shaping political attitudes. Wealthier individuals, feeling adequately represented by the system, are more likely to engage and take firm stances.

We gained further understanding of this hypothesis by using Glimpse’s persona chat feature to simulate a conversation with a persona representing a low-income individual. When asked whether proposed policies addressed her needs, she expressed skepticism. This lack of trust suggests lower-income individuals may feel disconnected from the political process, leading to reduced polarization compared to their higher-income counterparts who are more politically active and aligned.

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Desire for Change and New Leadership

A significant 76% of voters think it’s very or somewhat important to see new faces in the political landscape, signaling a desire for fresh perspectives and change. Interestingly, 70% of respondents feel that current candidates resonate with their views to some extent, while 26% do not feel any connection.

To gain deeper insights, we conducted a follow-up analysis using Glimpse’s Segment Chat feature. This tool allowed us to break down responses by income brackets, offering a more nuanced understanding of differing perspectives.

Final Thoughts

The challenge ahead lies not only in addressing the concerns of all voters but in restoring trust in a system that should, in principle, serve everyone equally. Stay tuned for more tips from the Glimpse AI Segment Chat about how to engage undecided voters, based on their own language and emotions.  

At Glimpse, we specialize in delivering comprehensive market research insights that help you understand complex issues and make informed decisions. Reach out to Glimpse today to learn how we can take your market research to the next level and empower your business with actionable intelligence.

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