Vanity Fair’s the Hive, theSkimm, and SurveyMonkey Partner on Millennial Takeover 2018: A Year-Long Look at Female Millennial Voters Leading Up to Midterm Elections
NEW YORK, N.Y. – Vanity Fair’s the Hive, theSkimm, and SurveyMonkey have partnered on a new data-driven initiative around millennial voters, Millennial Takeover 2018, with a particular focus on millennial women. Each month, the Hive and theSkimm will collaborate with SurveyMonkey to capture the opinions of millennial women on several key questions, and use the findings to create editorial content for the Hive and its various platforms, as well as the Daily Skimm newsletter. Survey questions will highlight what matters to them at the polls, what they look for in political candidates, and what’s driving them to enter politics in greater numbers than their predecessors.
The initial survey found that 74 percent of Democratic-leaning millennial women and 38 percent of Republican-leaning millennial women said they participated in some sort of political activity to commemorate the Women’s March, demonstrating a noteworthy capacity for sustained activism. A majority (68 percent) of Democrat and Democrat-leaning millennial women say they are more likely to vote because of Trump’s election in 2016, yet only 57 percent say they are “absolutely certain to vote” in the 2018 midterm elections—a similar share (60 percent) say they voted in the 2016 presidential election. Among the female millennial Democrat and Democratic-leaning cohort, 68 percent believe that getting more women to run for office is the difference-maker, while 40 percent of their G.O.P.-leaning peers feel the same way.
Respondents for this exclusive look at millennial voters are selected from the 3 million people who take surveys on the SurveyMonkey platform each day. In addition to SurveyMonkey’s panel, theSkimm will tap its audience of more than 6.5 million to capture important context and data for the initiative.
theSkimm, which focuses on helping female millennials live smarter lives, sees this initiative as the latest example of how to engage its massive audience. In 2016, theSkimm launched No Excuses—a platform to mobilize and educate its highly engaged audience—successfully registered more than 110,000 Americans (95,000 women) to vote, and educated millions on the candidates and issues driving the national conversation.
Carly Zakin and Danielle Weisberg, co-founders and co-CEOs of theSkimm, say, “As we look to the midterm elections, we are excited to continue to amplify the voices of millennial women. The loyalty and trust we’ve built with this audience gives us incredible insight into what they care about, how they think, and what calls them to action. We are thrilled to partner with the Hive and SurveyMonkey to highlight what this powerful segment of the voting population is looking for in their political candidates.”
“As the 2018 midterms approach, millennial women are increasingly central to the state of American politics at large,” says Jon Kelly, editor and co-founder of the Hive. “Given the Hive’s position as a cross-generational voice and brand, we want to expand on some key questions around this demographic. We look forward to partnering with theSkimm and SurveyMonkey on this endeavor to refine the political conversation in 2018.”
Of SurveyMonkey’s role in the partnership, Jon Cohen, Chief Research Officer, says, “At SurveyMonkey, we see the real value of data as presenting context that’s essential to understanding people and key issues. Our unmatched scale allows us to capture critical nuances in the demographic changes and attitudinal shifts remaking the American political landscape, including a deep-dive on millennials, an increasingly important voting bloc. We’re thrilled to partner with the Hive and theSkimm to examine how the views and opinions of young voters are driving the political dialogue as we approach the 2018 midterms.”
*Survey Methodology: This SurveyMonkey online poll was conducted January 21‐24, 2018 among a national sample of 5,075 adults, including 507 female millennials (18‐34 year olds). Respondents for this survey were selected from the nearly 3 million people who take surveys on the SurveyMonkey platform each day. The modeled error estimate for this survey is plus or minus 2 percentage points. Among millennial women, the modeled error estimate is plus or minus 5.5 percentage points. Data have been weighted for age, race, sex, education, and geography using the Census Bureau’s American Community Survey to reflect the demographic composition of the United States age 18 and over. The full breakdown by demographics is available here.
About Vanity Fair’s the Hive
Launched in June 2016, the Hive explores the intersections of Washington, Wall Street, and Silicon Valley and reports on the egos dominating the conversation across politics, business, and technology. More than just a brand, readers can interact daily with the Hive and its team through several newsletters, a growing slate of videos, Nick Bilton’s “Inside the Hive” podcast, VF Hive on Cheddar, and events including the annual New Establishment Summit.
theSkimm is a company that makes it easier for millennial women to live smarter. With an engaged community of more than 6.5 million active subscribers, theSkimm is fundamentally changing the way this audience consumes news by seamlessly integrating the information they need to know into their daily routines. The company started with the Daily Skimm, the fastest growing email newsletter on the market, and has expanded to include theSkimm app, which debuted at #1 in news and #9 overall in the Apple App Store. theSkimm’s production arm, Skimm Studios, develops and creates new and innovative video and audio content and original programming including “Skimm’d from The Couch,” “Sip ‘n Skimm,” and “Skimm’d with…,” among others. Expanding on the company’s mission, theSkimm launched No Excuses, a platform to mobilize and educate their highly-engaged audience. First introduced around the 2016 Presidential election, theSkimm registered more than 110,000 Americans to vote, and continues to tackle the issues driving the national conversation.
Founded in 1999 and based in San Mateo, California, SurveyMonkey is the world’s leading People Powered Data platform enabling curious individuals and companies—including 100% of the Fortune 500—to have conversations at scale with the people who matter most. Whether it’s a trend in the market, opinions of customers, or voices of employees, SurveyMonkey turns them into actionable data. As a pioneer of the industry, SurveyMonkey is a trusted platform for people to express their true feelings and opinions so organizations can uncover the ‘why’ behind the data. SurveyMonkey’s 750+ employees throughout North America, Europe, and Asia Pacific are dedicated to powering the curious. For more information about SurveyMonkey, please visit: surveymonkey.com.
Vanity Fair/The Hive