Both male and female moderates are cynical about the motivations of corporations and government and endorse hands-off policies regarding abortion, religion, social security and affirmative action. A small majority believe that taxes should be reduced. They think alternatives to evolution should be taught in school. A small majority believe that the Constitution needs to be contextualized in modern society, as do laws about gun ownership, but they don’t support gay marriage. They do not think military force should be central to the War on Terror and they think the government should focus more on the environment.

Unlike their male co-horts, female moderates are closer to male conservatives in their feeling that security is more important than liberty, and in their contempt for government. They are less convinced than their male cohorts that freedom is more important than equality, which puts them closer to the male liberal camp. They also align more closely to male liberals in their attitudes toward free trade (both groups are split, while male moderates believe that free trade ought to be embraced). They also respond similarly to male liberals when it comes to promoting America’s values around the world: they’d rather we didn’t.

DEMOGRAPHICS

• 44% are age 30-49
• Over 19% are African-American, giving them the highest concentration of African-Americans in all six gendered typology groups (female conservatives, male conservatives, female moderates, male moderates, female liberals, and male liberals)
• 43% are registered Democrats, but only 14% call themselves liberal while 30% call themselves conservative
• 58% are protestant and 47% are "born again" - 9% more than male moderates
• Over 21% reside in a rural area - the highest percentage of any group
• 31% have a child under 17 and 62% are married
• 29% describe their residence as "planet earth" - only 14% of male moderates said the same
• Only 33% describe themselves as "investors," the lowest percentage of all groups
• They are more likely than female conservatives or liberals to shop at Wal-Mart on a weekly basis (24%)
• 59% don't have a passport - the highest percentage of all groups.
• They are the least likely group to make over $100K

ENTERTAINMENT PREFERENCES

TV Stations & Shows

• With 33% watching daily, they are the biggest fans of ABC. They are also the most likely group to tune into CBS, and they are more likely than any other group to watch NBC on a daily basis.
• They are far less likely to watch Fox News than male moderates.
• They are the biggest fans of Lifetime, with only 24% saying they never watch it.
• They are three times more likely to watch MTV on a weekly basis than male moderates, and they are also fond of VH1
• They are the biggest Nickelodeon fans and they're three times more likely to watch Nick daily compared to male moderates (and they are three times less likely than male moderates to tune into the Sci-Fi Channel)
• They're far more likely to watch 60 Minutes than conservative women.
• They are the biggest fans of Desperate Housewives (one in four watch it every week). They are also the most frequent weekly watchers of House, Extreme Makeover, NCIS, Survivor, and Without a Trace
• They prefer Leno for late night and American Idol for reality

TV & Film Genres

• When it comes to TV and film genres, they love mysteries & thrillers, talk shows and reality programming more than other groups
• They are more likely than others to enjoy children's programming
• They trail only male liberals in their affection for comedy and they are the group most likely to say they enjoy drama "very much" (45%)
• They are the biggest daytime fans and the biggest fans of movies, though they don't tend to see movies at the theater.
• While 35% of male moderates like science and nature programming "very much," only 22% of female moderates agree.
• Like conservative and liberal women, they like to see dramas much more than men when they go to the movie theater

Books & Leisure Activities

• 52% say they read a book at least once a week, while only 35% of male moderates say the same
• They like many different book genres, but their favorite is mystery/thrillers.
• 29% say they never go to a museum or gallery - the highest percentage of any group
• 42% say they never go to a sporting event - the highest percentage of any group

Music

• They like folk music the least of all groups
• They are more likely to enjoy gospel music, reggae and R&B than male moderates
• Like male liberals, about 52% enjoy pop music (while only 42% of male moderates say the same

Games

• They are twice as likely as male moderates to enjoy Donkey Kong and Sonic the Hedgehog.
• They are the biggest fans of Mario and Pokemon.

Sports

• Among women, they are the most likley to enjoy auto racing and rodeo, and they are twice as likley to enjoy boxing.
• They hate soccer.

Politics & Entertainment

• They are much less likely than male moderates to think entertainment contains political messages. They are the group most likely to say that they wouldn't be able to predict a person's politics if they knew their entertainment preferences.
• They are the least likely to say they are drawn to programming with political content, but they are the most likely to say that they "very often" learn about political issues from fictional TV shows and movies.

Mystery solved? Hardly. As Linda Hirschman says in the New York Times Magazine, “To a campaign strategist, the female vote - if you can get it - must look like the Chinese market does to an entrepreneur.” And we all know how easy it is to crack the Chinese market.