With today marking the official beginning of the 2024 primary season in the Iowa Caucuses, where do American voters stand on the top issues, and how do they feel about the presidential election in general? CivicScience’s extensive tracking and forecasting report provides ongoing insights about U.S. consumers as the 2024 presidential election approaches, exploring how the political climate and election news are impacting their well-being, outlook on the economy, purchasing decisions, and much more.

Here’s a preview of the most recent insights available in the latest edition of the 2024 Election Mindset Tracker – learn how to access the full report here.

For even more political insights, be sure to join CivicScience CEO John Dick on Tuesday, January 23 to see how digital, broadcast, and connected TV outlets can use real-time, self-reported audience data to identify voters, win incremental ad dollars, and drive measurable results. Register here.

1. Political Issues That Matter to Voters

Updated CivicScience tracking of political issues rated the ‘most important’ to Americans reveals the ‘healthcare system’ is the top issue for the plurality (43%) of U.S. adults. ‘Terrorism/national security’ (35.2%) and ‘immigration’ (34%) round out Gen Pop’s key issues for the 2024 election as of December  – issues which sit at the forefront of Congress’ agenda to finalize a deal to avert a partial government shutdown on January 19.

As expected, priorities diverge significantly based on party affiliations. Notably, immigration takes center stage for nearly half of Republicans, 27.1 percentage points higher than Democrats who feel the same. Conversely, Democrats and Independents find common ground on the healthcare system, with both groups at least 9.6 percentage points more likely to prioritize it than their Republican counterparts.

To see the full data – and to learn where consumers stand on important social and economic issues such as inflation and reproductive rights – click here to get started with the Election Mindset Tracker.

Cast Your Vote: How important will immigration issues be in deciding who you vote for in the 2024 presidential election?

2. If the Election Were Held Today…

The 2024 presidential election is now under 300 days away, and although the final ballot has yet to be determined, the most probable outcome appears to be a 2020 rematch between President Joe Biden and former President Donald Trump. When asked who they would vote for today in such a scenario, 1-in-5 Americans are uncertain of their vote or may not vote at all.

3. Most Americans Plan to Vote in the Primaries

Although the primary season begins tonight with a narrowing primary field, in which former President Donald Trump is the favorite, questions remain. The Supreme Court’s decision on Trump’s ballot eligibility in states like Colorado and Maine carries nationwide implications if they rule in favor of Colorado and his removal – CivicScience found previously that half of Americans support his removal from the ballot.

With this in mind, two-thirds of adults plan to vote in the upcoming primaries. Republican primary voting intent has dipped by two points since November, while Democratic plans increased by one point. Just under a third don’t intend to vote in either party’s primary.

Take Our Poll: How likely do you think it is that former Secretary of State Nikki Haley will upset Donald Trump in the Republican primary campaign?

Want more insights covered in this report, including media consumption habits, social behavior and outlook, and a deep dive into demographics of the American electorate? Sign up now for a free preview of this syndicated report.