What voters are drinking?

This is not an invitation at a drink, but also reflects the tendency of political marketing that the combination of consumer's habits and voting segments, which specifically targets the voters who are undecided and toward which should be directed the promotional efforts.
Understanding their life styles, preferences, consumer's habits ... (more information as possible), allows political parties and candidates, to more effectively invest their resources.

This tendency was created and is most pursued in the United States.

The reason is two-party system and the small difference that decides the winner in any kind of election.
Originally, the electoral strategists took into account demographic variables such as race, religion, nation ... and the first presidential Bill Clinton's campaign success is achieved through public opinion surveys that explored consumer preferences and behavior, and based on them Clinton's political strategists campaigned and targeted those segments.
Until then, efforts have concentrated only on advertising, which was directed, but the depth of research brought the possibility of very precise targeting and more efficient use of resources.

As the U.S. elections are, by the rule tight, and it is necessary first of all to posses a lot of financial resources, and this kind of research is more and more developing, and based on a survey it was found that voters who are undecided, and in favor of the Democratic Party, made a decision influenced by the postman and barmaid.
This has allowed Democrats to focus their efforts towards these 'key influencers' in order to achieve that more of their voters participate in elections and to persuade them to vote for them.
As it was the center of attention, the primary election race within the Democratic Party found that supporters of Barack Obama more they use Macs and and Clinoton's PCs etc.

Reduced differences and increased competitiveness, results in consideration of possible multiply factors which are affecting the voters, because political campaigns are very expensive, only the winner benefits.