Infographic: Will Stay-at-Home Moms Determine America’s Next President?

Undecided Ohio voters like salty snacks and Bravo TV

Headshot of Marty Swant

Tonight, Republican presidential candidates will once again attempt to appeal to voters across the U.S. However, a few months from now, the campaigning will begin to focus on a smaller subset of people in several key states.

It's no secret that Ohio is home to some of the most coveted votes in America. Winning the electoral battleground is a required right of passage. As The Washington Post pointed out in 2012, no Republican running for president has ever made it to the White House without winning the Buckeye State.

But what does an Ohio voter look like? And, more importantly, what do they like?

Using aggregate data from millions of Internet users across the country to see how various interests align with party affiliation, The Trade Desk found evidence that the interests of undecided voters are similar to those of stay-at-home moms.

According to the results, undecided voters in Ohio frequently buy salty snacks, meat and seafood, and baking and cooking supplies. They are interested in luxury shopping and heavily binge-watch shows on Bravo, TLC, Showtime and Comedy Central as well as awards shows.

It might sound like a stretch to connect the dots, but according to Jeff Green, CEO of The Trade Desk, the U.S. portion of a global data set with billions of data points is big enough to provide quite a bit of precision.

"It projects to me that the insight we've learned so far in this election cycle is that stay-at-home moms have the most power in determining the next president of the United States," Jeff Green, CEO of The Trade Desk, told Adweek.

Green said that while the analysis is specific to Ohio, the trend could extend across the country. That information could be helpful to political candidates in the coming year.

"It changes the game in the way that messages are shared, and I think for the better because it makes it possible to say something precise rather than something generic," he said.

Here are some other insights about Democrats and Republicans across the state:


@martyswant Marty Swant is a former technology staff writer for Adweek.