1 big thing ... New soccer moms: Zoom moms
She can't be a soccer mom, because soccer's canceled. She's not a conventional security mom, since America's biggest threat is now measured in microns.
- In an election year defined by the coronavirus, the new voter to watch is the Zoom mom, Axios' Alexi McCammond and Margaret Talev write.
Why it matters: The presidency may hinge on the women's vote — how many white, suburban women who backed President Trump in 2016 will abandon him now, and how many women of color who stayed home four years ago will turn out for Joe Biden.
- Women's rapidly growing use of video calls to socialize means that's where these conversations are now happening (sometimes with wine).
- So Zoom moms could do for this year's campaigns what soccer moms did in 1996 and security moms did after 9/11. (Sorry, NASCAR dads!)
Celinda Lake, a Democratic pollster who has done some polling for the Biden campaign, said:
- "What campaigns will be looking to do is equip these Zoom moms to do more ... communicating in their networks — in their book club, in their church club, in their moms' listserv."
During the pandemic, the share of Americans using video calls has swelled from less than half to around two-thirds, with women leading the way, says Chris Jackson of Ipsos Public Affairs, pollster for the Axios-Ipsos Coronavirus Index.
- Of women who say they participate in videoconferences each week, 40% are Democrats, 25% are Republicans and 36% are independents.
- "It's middle- and upper-income women," Jackson said. "Mothers, particularly, have a higher rate."
One in four women say that on their videoconferences, they're talking about politics and current events, according to the Axios-Ipsos data. That translates to millions of voters.
- Some of these are happy hours: Zoom told us meetings are soaring on weekends, and on weeknights from 5 to 9 p.m.
Democratic strategist Jesse Ferguson, the first person we heard use the term "Zoom moms," tells Axios that long before the coronavirus, focus groups were showing suburban women "had problems with Trump’s character flaws."
- But Trump has been more sophisticated about digital strategy than Biden.
1 fun thing: Though the sample size is small, our polling suggests a correlation between drinking and talking politics.
- More than half of the women who use video calls for happy hours say they're also discussing politics.
Go deeper: "What Zoom women are saying."