The Results Are In: The 2008 Electorate, Most Diverse in U.S. History

According to a new analysis of Census Bureau data by the Pew Research Center. The nation's three biggest minority groups--Blacks, Hispanics and Asians--each accounted for unprecedented shares of the presidential vote in 2008.

The unprecedented diversity of the electorate last year was driven by increases both in the number and in the turnout rates of minority eligible voters.
The levels of participation by Black, Hispanic and Asian eligible voters all increased from 2004 to 2008, reducing the voter participation gap between themselves and white eligible voters. This was particularly true for Black eligible voters. Their voter turnout rate increased 4.9 percentage points, from 60.3% in 2004 to 65.2% in 2008, nearly matching the voter turnout rate of white eligible voters (66.1%). For Hispanics, participation levels also increased, with the voter turnout rate rising 2.7 percentage points, from 47.2% in 2004 to 49.9% in 2008. Among Asians, voter participation rates increased from 44.6% in 2004 to 47.0% in 2008. Meanwhile, among white eligible voters, the voter turnout rate fell slightly, from 67.2% in 2004 to 66.1% in 2008.

The increased diversity of the electorate was also driven by population growth, especially among Latinos. Between 2004 and 2008, the number of Latino eligible voters rose from 16.1 million in 2004 to 19.5 million in 2008, or 21.4%. In comparison, among the general population, the total number of eligible voters increased by just 4.6%.

This is a great case study for marketers. If you win over the vote for the multicultural markets, chances are, you will have a better chance to survive through this economic downturn and come out bigger and stronger.