ALLSTATE/NATIONAL JOURNAL HEARTLAND MONITOR POLL TOPLINE

National Sample of 1201 ADULTS AGE 18+

(Margin of Error = +/-2.8% in 95 out of 100 cases)
Interviews Conducted via Telephone August 27-30, 2010

Mood of the Country

1. And, to start with, do you feel that THE COUNTRY, in general, is headed in the right
direction, or do you think things are seriously off on the wrong track?

April 8-14, 2009 July 5-12, 2009 Sept 24-28, 2009 Jan 3-7, 2010 April 22-26, 2010 Aug 27-30, 2010
Direction of Country (N=602, (N=1201, (N=1200, (N=1200, (N=1200, (N=1201,
MoE = +/- 4.0%) MoE=+/-2.8%) MoE=+/-2.8%) MoE=+/-2.8%) MoE=+/-2.8%) MoE=+/-2.8%)
Wrong track 42% 50% 50% 55% 54% 62%
Right direction 47% 38% 38% 34% 34% 27%
Neither 2% 3% 4% 4% 4% 6%
Don’t Know / Refused 9% 9% 8% 6% 8% 4%

2. And, overall, do you approve or disapprove of the way Barack Obama is handling his job
as president? Do you approve/disapprove strongly or somewhat?

April 8-14, 2009 July 5-12, 2009 Sept 24-28, 2009 Jan 3-7, 2010 April 22-26, 2010 Aug 27-30, 2010
Obama (N=602, (N=1201, (N=1200, (N=1200, (N=1200, (N=1201,
Approval/Disapproval MoE = +/- 4.0%) MoE=+/-2.8%) MoE=+/-2.8%) MoE=+/-2.8%) MoE=+/-2.8%) MoE=+/-2.8%)
Strongly approve 38% 32% 31% 26% 26% 25%
Somewhat approve 23% 24% 21% 21% 22% 21%
TOTAL APPROVE 61% 56% 52% 47% 48% 46%
Somewhat disapprove 8% 9% 11% 13% 11% 10%
Strongly disapprove 20% 27% 29% 32% 35% 39%
TOTAL DISAPPROVE 28% 36% 40% 45% 46% 49%
Don’t Know / Refused 11% 9% 8% 8% 7% 4%

All responses randomized and rotated. 1

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
 3. And, if the election for President in 2012 were held today, would you …?

REGISTERED
ALL ADULTS
Jan 3-7, 2010 April 22-26, 2010 VOTERS
Aug 27-30, 2010
Obama Reelect (N=1200, (N=1200,
(N=1200,
Aug 27-30, 2010
MoE=+/-2.8%) MoE=+/-2.8%) (N=1116,
MoE=+/-2.8%)
MoE=+/-2.9%)
Definitely vote to re-elect Barack Obama 23% 25% 23% 23%
Probably vote to re-elect Barack Obama 16% 14% 15% 16%
TOTAL RE-ELECT 39% 39% 39% 39%
Probably vote for someone else 13% 13% 14% 13%
Definitely vote for someone else 37% 37% 38% 38%
TOTAL SOMEONE ELSE 50% 50% 52% 51%
Don’t Know / Refused 10% 12% 9% 14%

4. If the elections for U.S. Congress were held today, would you be voting for the...?

REGISTERED
ALL ADULTS
April 22-26, 2010 VOTERS
Aug 27-30, 2010
Generic Ballot (N=1200,
(N=1200,
Aug 27-30, 2010
MoE=+/-2.8%) (N=1116,
MoE=+/-2.8%)
MoE=+/-2.9%)
Democratic Candidate 39% 39% 38%
Republican Candidate 35% 34% 36%
Undecided 19% 18% 17%
Neither 8% 8% 8%
Refused - 1% 1%

5. And, in general, who do you trust more to develop solutions to the country’s economic
challenges… President Obama OR Republicans in Congress?

April 8-14, 2009 July 5-12, 2009 Sept 24-28, 2009 Jan 3-7, 2010 April 22-26, 2010 Aug 27-30, 2010
Trust to Develop (N=1200, (N=1201, (N=1200, (N=1200, (N=1200, (N=1201,
Solutions MoE=+/-2.8%) MoE=+/-2.8%) MoE=+/-2.8%) MoE=+/-2.8%) MoE=+/-2.8%) MoE=+/-2.8%)
President Obama 55% 46% 48% 41% 39% 42%
Republicans in Congress 26% 28% 27% 33% 32% 37%
Both 3% 2% 3% 2% 2% 3%
Neither 12% 17% 16% 19% 19% 14%
Don’t Know / Refused 5% 7% 6% 5% 8% 5%

All responses randomized and rotated. 2

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
 6. And, in your opinion, is the economic agenda being offered by Republicans in Congress
similar to or different from the economic agenda of George W. Bush’s administration?

Congressional Republican Economic Agenda Total

Similar to Bush 45%
Different From Bush 33%
Don’t Know / Not Sure 21%
Refused *

7. As you may know, Congress will soon decide whether to keep in place the existing tax
cuts enacted during President Bush’s time in office, or allow them to expire. Which comes
closest to your view about the tax cuts passed when George W. Bush was president?

Bush Tax Cuts Total

Keep all the tax cuts in place 35%
Allow only the tax cuts for families making OVER $250,000 to expire, and keep the
36%
others in place
Allow all of the tax cuts to expire 20%
Don’t Know 9%
Refused 1%

8. And, in your opinion did President Obama’s economic policies over the last 12 months…

Sept 24-28, 2009 Jan 3-7, 2010 April 22-26, 2010 Aug 27-30, 2010
Obama Economic Policies Over Last 12 (N=1200, (N=1200, (N=1200, (N=1201,
Months MoE=+/-2.8%) MoE=+/-2.8%) MoE=+/-2.8%) MoE=+/-2.8%)
Run up a record federal deficit while failing to end
the recession or slow the record pace of job 43% 46% 46% 48%
losses.
Help avoid an even worse economic crisis,
and are laying the foundation for our eventual 43% 43% 42% 39%
economic recovery.
Don’t know/ Refused 14% 11% 11% 12%

All responses randomized and rotated. 3

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
 9. And, overall, do you think that the actions being taken by the Obama Administration will…
July 5-12, 2009 Sept 24-28, 2009 Jan 3-7, 2010 April 22-26, 2010 Aug 27-30, 2010
Obama Administration Actions (N=1201, (N=1200, (N=1200, (N=1200, (N=1201,
MoE=+/-2.8%) MoE=+/-2.8%) MoE=+/-2.8%) MoE=+/-2.8%) MoE=+/-2.8%)
Decrease opportunity for people
30% 30% 34% 36% 38%
like you to get ahead
Increase opportunity for people
40% 39% 37% 34% 32%
like you to get ahead
Have no impact 23% 25% 25% 25% 26%
Don’t know / Refused 8% 7% 4% 5% 5%

10. Thinking back over the policies that President Obama has pursued over the last 12
months, would you say that the country is…

Jan 3-7, 2010 April 22-26, 2010 Aug 27-30, 2010

Obama Policies Over the Last 12 Months (N=1200, (N=1200, (N=1201,
MoE=+/-2.8%) MoE=+/-2.8%) MoE=+/-2.8%)
Not significantly better off yet, but beginning to move in the
52% 46% 44%
right direction because of the policies Obama has pursued
Significantly worse off because of the policies Obama has
31% 37% 41%
pursued
Significantly better off because of the policies Obama has
13% 11% 11%
pursued
Don’t Know / Refused 3% 6% 5%

11. Thinking about the past few decades… to the best of your knowledge, which ONE of the
following U.S. Presidents do you think did the best job of managing the economy?

Best Managed the Economy Total

Bill Clinton 42%
Ronald Reagan 38%
Barack Obama 6%
Lyndon Johnson 4%
George W. Bush 4%
Richard Nixon 2%
Don’t Know 4%
Refused 1%

All responses randomized and rotated. 4

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
 Now I’d like to read you a short list of institutions and groups of people. For each one, please tell
me, compared to twelve months ago, whether you are more confident or less confident that they
are making good financial and economic choices on decisions that affect your personal financial
situation. Or do you feel the same as you did twelve months ago?

Institutions & Groups of More Less Don’t know/

Same
People Confident Confident Refused
12. Elected officials in
13% 25% 58% 4%
Washington, D.C.
13. Major corporations 11% 27% 54% 7%
14. National banks 15% 27% 53% 5%
15. Investment banks 12% 22% 59% 7%
16. Labor unions 15% 29% 44% 12%
17. The American
28% 28% 36% 8%
consumer

TREND DATA: Institutions & Groups of Sept 24-28, 2009 April 22-26, 2010 Aug 27-30, 2010
People (N=1200, (N=1200, (N=1201,
More/Same/Less MoE=+/-2.8%) MoE=+/-2.8%) MoE=+/-2.8%)
12. Elected officials in Washington, D.C. 21%/23%/52% 14%/24%/56% 13%/25%/58%
13. Major corporations 12%/28%/58% 13%/31%/50% 11%/27%/54%
14. National banks 15%/25%/56% 15%/29%/51% 15%/27%/53%
15. Investment banks 11%/23%/61% 13%/24%/55% 12%/22%/59%
16. Labor unions 15%/31%/46% 14%/33%/41% 15%/29%/44%
17. The American consumer 33%/32%/31% 34%/33%/27% 28%/28%/36%

Views On The Economy & Economic Priorities for the Country

18. And, do you feel that THE ECONOMY, in general, is headed in the right direction, or do
you think things are seriously off on the wrong track?

April 8-14, 2009 July 5-12, 2009 Aug 27-30, 2010

Direction of Economy (N=602, (N=1201, (N=1201,
MoE = +/- 4.0%) MoE=+/-2.8%) MoE=+/-2.8%)
Wrong track 55% 52% 56%
Right direction 30% 38% 38%
Neither 5% 3% 4%
Don’t Know / Refused 10% 7% 3%

All responses randomized and rotated. 5

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
19. And, in general, over the next 12 months, do you think the economy, overall will…

April 22-26, 2010 Aug 27-30, 2010

Economic Trend (N=1200, (N=1201,
MoE=+/-2.8%) MoE=+/-2.8%)
Significantly Improve 11% 8%
Somewhat Improve 59% 47%
TOTAL IMPROVE 70% 55%
Somewhat Worsen 15% 23%
Significantly Worsen 12% 17%
TOTAL WORSEN 27% 40%
Don’t Know / Refused 3% 5%

20. Overall, when it comes to addressing our national economic opportunities and
challenges, in general, do you believe that Americans are mostly…

American Unity In National Economic Opportunities Total

Divided when it comes to the priorities they want leaders to work on 68%
United when it comes to the priorities they want leaders to work on 28%
Depends 2%
Don’t know/ Not Sure 2%
Refused -

21. And, in order to develop solutions to address our national economic opportunities and
challenges, do you believe that…

Leadership in Addressing the Economy Total

Government and business should work together 60%
Businesses should take the lead 24%
Government should take the lead 12%
Neither / Other 2%
Don’t know 1%
Refused 1%

All responses randomized and rotated. 6

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
22. And, in your own opinion, which of the following should be the most important priority for
our leaders in trying to improve America’s economy? And which is second most
important? And which is next most important?

Top 3
Priorities to Improve the Economy 1st Choice
Mention
Reducing unemployment to the lowest possible level 54% 20%
Strengthening public services like infrastructure, education and
52% 21%
Social Security
Improving the ability for new small businesses to start and grow 51% 17%
Reducing the size of government 35% 15%
Improving the global competitiveness of American companies 29% 6%
Growing the size of the middle class 28% 10%
Narrowing the income gap between those at the top and those
27% 8%
at the bottom
Don’t Know 11% 4%
Refused 2% *

Indicators of Economic Success

23. Now I would like to read you a list of potential economic events that would indicate the
overall economy is beginning to improve or recover. After I read them, please tell me, in
your opinion, which ONE is the MOST important indicator that the economy is beginning
to recover… And which is second most important? And which is next most important?

Top 3
Indicators Showing Economic Improvement 1st Choice
Mention
The unemployment rate begins to decrease 67% 34%
Consumers begin to spend more money and make more major
43% 15%
purchases
More businesses start investing in expanding their operations 42% 15%
Housing market prices stop falling 37% 11%
The number of companies going out of business decreases 35% 9%
The stock market indicators like the Dow Jones Industrial
29% 7%
Average begin to consistently increase
Businesses report higher profits 17% 4%
Don’t Know 13% 4%
Refused 2% *

All responses randomized and rotated. 7

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
24. In your opinion, which ONE of the following is the single best indicator of the overall
health of the economy?

Indicators Showing Economic Improvement Total

The unemployment rate 43%
The trend in monthly income for average families 25%
The Gross Domestic Product, or GDP 17%
The performance of the stock market 7%
The profitability level of major American companies 4%
Don’t Know 4%
Refused *

25. And, when you think about how the economy is performing, which has more influence on
your thinking…

Indicators Showing Economic Improvement Total

The personal experiences of you, your family and friends 53%
Statistics on overall economic trends like the unemployment rate, the stock
43%
market, and the percentage growth of the economy
Don’t Know 4%
Refused *

All responses randomized and rotated. 8

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
 Drivers of Economic Success

I would now like to read you a list of actions some people have said will help the U.S. economy
recover from the Recession. After I read each one, please tell me how important you think each
one is to helping the U.S. economy recover from the Recession. Extremely important, Very
important, Somewhat important, or Not too important …

Importance of Economic Actions for Ext Very Ext Imp / Smwt Not Too DK / Ref
Recovery Imp Imp Very Imp Imp Imp

26. Focusing policies on revitalizing

26% 39% 65% 27% 5% 3%
America’s manufacturing sector
27. Creating new, high-tech jobs in
30% 35% 65% 26% 8% 2%
sectors like energy and bio-technology
28. Attracting more foreign companies
to locate their operations here and hire 20% 33% 53% 33% 12% 2%
American workers
29. Restricting imported products from
15% 22% 36% 33% 29% 2%
foreign countries
30. Opening more markets for U.S.
26% 35% 61% 28% 9% 3%
products abroad
31. Reducing the number of jobs that
are outsourced to workers in foreign 39% 31% 70% 18% 10% 2%
countries
32. Increasing the skills of American
workers by helping more of them obtain 36% 38% 74% 20% 4% 1%
advanced education and training
33. Narrowing the income gap between
22% 24% 46% 27% 24% 2%
those at the top and those at the bottom
33x. Making it easier small businesses
37% 43% 80% 17% 2% 2%
to start and expand their operations

Importance of Economic Actions for Recovery Ext Imp /

Ranked Series by Ext Imp / Very Imp Very Imp
33x. Making it easier small businesses to start and expand their
80%
operations
32. Increasing the skills of American workers by helping more of
74%
them obtain advanced education and training
31. Reducing the number of jobs that are outsourced to workers
70%
in foreign countries
26. Focusing policies on revitalizing America’s manufacturing
65%
sector
27. Creating new, high-tech jobs in sectors like energy and bio-
65%
technology
30. Opening more markets for U.S. products abroad 61%
28. Attracting more foreign companies to locate their operations
53%
here and hire American workers
33. Narrowing the income gap between those at the top and
46%
those at the bottom
29. Restricting imported products from foreign countries 36%

All responses randomized and rotated. 9

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
 34. And which one of the actions you just heard would you say is MOST important?

Most Important Government Action for Economic Recovery Total

Reducing the number of jobs that are outsourced to workers in foreign countries 16%
Increasing the skills of American workers by helping more of them obtain
16%
advanced education and training
Making it easier small businesses to start and expand their operations 14%
Focusing policies on revitalizing America’s manufacturing sector 12%
Creating new, high-tech jobs in sectors like energy and bio-technology 11%
Attracting more foreign companies to locate their operations here and hire
8%
American workers
Narrowing the income gap between those at the top and those at the bottom 6%
Restricting imported products from foreign countries 4%
Opening more markets for U.S. products abroad 4%
Don’t Know / Refused 9%

Drivers of Economic Success – Government

Now, thinking about government policies as they relate to the economy…

35. Which of the following comes CLOSEST to your view regarding the proper role of
government in the economy?

Jan 3-7, 2010 April 22-26, 2010 Aug 27-30, 2010

Proper Role of Government in the Economy (N=1200, (N=1200, (N=1201,
MoE=+/-2.8%) MoE=+/-2.8%) MoE=+/-2.8%)
In the current economic environment, government is not the
35% 33% 35%
solution to our economic problems; government is the problem.
I would like to see government play an active role in the economy
to ensure it benefits people like me, but I am not sure that I can 33% 28% 33%
trust government to do this effectively.
In the current economic environment, the government must play
an active role in regulating the marketplace and ensuring that the 29% 32% 28%
economy benefits people like me.
Don’t Know/ Refused 3% 7% 3%

All responses randomized and rotated. 10

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
36. As you may know, the national debt is over $13 trillion dollars. Next year’s government
budget deficit is projected to add over an additional $1 trillion to the national debt,
bringing it to over $14 trillion dollars. Economists generally agree that, over the long-
term, this is not a sustainable path for the U.S. economy.

At the same time, the current unemployment rate is 9.5% and many economists agree
that the U.S. economy may be headed into another recession again. They also agree that
policies to jump-start economic growth may increase the deficit in the short-term.

I would like to read you three different opinions on the policies our elected officials might
focus on. After I read them, please tell me which ONE comes CLOSEST to your
opinion…

Government Economic Policies Total

Government should reduce taxes on individuals and businesses, reduce
government regulation and reduce government spending, even if it means that 39%
the deficit will increase
Government should focus on reducing the federal deficit, even if that means
20%
raising taxes and reducing spending on programs like Medicare and education
Government should increase government spending on infrastructure, education,
scientific research and programs like unemployment insurance for those out of 33%
work, even if that means increasing taxes to pay for this increased spending
Don’t Know 6%
Refused 3%

All responses randomized and rotated. 11

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
37. And, as you may know, programs like Social Security and Medicare are coming under
financial strain, particularly as the Baby Boom Generation begins reaching retirement
age. When it comes to what government should do to make these programs financially
viable, which ONE of the following statements comes CLOSEST to your opinion?

Government Financing of Social Programs Total

Government should try to restrain the costs of these programs and avoid raising
taxes to pay for them, even if it means reducing the benefits promised to future 22%
retirees
Government should spend whatever it costs to ensure that future retirees
receive all the benefits they have been promised, even if that means increasing 35%
taxes
Government should try to make these programs financially sustainable over the
long run, both by making some reductions in benefits promised to future retirees 34%
AND raising some taxes to fund the programs
Don’t Know 6%
Refused 3%

38. I would now like to read you three opinions on how government might handle American
economic policy as it relates to the global economy. Please tell me which one comes
CLOSEST to your opinion…

Government Global Economic Policy Total

Government should pursue more free-trade agreements to open foreign
markets to American-made goods and services and allow foreign countries
have more access to our markets, encourage legal immigration of workers into 23%
the U.S. for jobs where we can use their expertise, and encourage the free flow
of investment of American money overseas and foreign investment in the U.S.
Government should create programs that are designed to help specific U.S.
industries that it determines will be important to America’s global
competitiveness by creating tax incentives for businesses in those industries, 32%
funding scientific research to support those industries, and funding education
and training programs to train workers to work in those industries
Government should pursue tariffs and other barriers against competing
products from other countries, penalize companies for outsourcing jobs to other
countries, limit immigration of legal foreign workers into the country, and limit 36%
the amount of American money being invested overseas and foreign investment
in the U.S
Don’t Know 7%
Refused 2%

All responses randomized and rotated. 12

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
 39. And, would you support or oppose tax incentives for businesses to hire more workers,
even if it increases the deficit?

Tax Incentives for Businesses to Hire Total

Strongly support 21%
Somewhat support 31%
TOTAL SUPPORT 52%
Somewhat oppose 22%
Strongly oppose 20%
TOTAL OPPOSE 42%
Don’t Know / Refused 7%

Drivers of Economic Success – BUSINESSES

I would now like to read you a list of actions BUSINESSES might take. After I read each one,
please tell me how important each one is to helping the U.S. economy recover from the
Recession. Extremely important, Very important, Somewhat important, or Not too important …?

Business Actions to Help With Ext Very Ext Imp / Smwt Not Too DK / Ref
Economic Recovery Imp Imp Very Imp Imp Imp
40. Increasing investment in new
21% 34% 55% 35% 8% 2%
technology and equipment
41. Spending more money to train their
20% 32% 52% 36% 11% 1%
existing workers
42. Spending more money on research
13% 29% 42% 40% 16% 2%
to develop new products
43. Shifting more of their operations
33% 33% 66% 20% 11% 3%
from foreign countries to the U.S.
44. Working with local and national
government leaders to develop new 22% 36% 58% 31% 8% 2%
ideas for economic growth

Business Actions to Help With Economic Recovery Ext Imp /

Ranked Series by Ext Imp / Very Imp Very Imp
43. Shifting more of their operations from foreign countries to the U.S 66%
44. Working with local and national government leaders to develop new
58%
ideas for economic growth
40. Increasing investment in new technology and equipment 55%
41. Spending more money to train their existing workers 52%
42. Spending more money on research to develop new products 42%

All responses randomized and rotated. 13

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
 45. And which one of the actions you just heard would you say is MOST important?

Most Important Business Action for Economic Recovery Total

Shifting more of their operations from foreign countries to the U.S. 30%
Spending more money to train their existing workers 23%
Increasing investment in new technology and equipment 17%
Working with local and national government leaders to develop new ideas for economic growth 16%
Spending more money on research to develop new products 6%
Don’t Know / Refused 9%

46. As you know, when both large and small businesses are deciding whether to expand
their operations and hire more employees, they take into account current economic
conditions and the impact that paying additional employees will have on their business.
Which comes closer to your opinion…?

Business Hiring Policy Total

Large and small business should hire more American employees,
69%
but only if it makes sense for their business to do so
Large and small businesses should hire more American employees
now, regardless of economic conditions, even if that means they
have to reduce some benefits for their existing workers and 25%
increase the prices consumers like me have pay for goods and
services
Don’t Know 4%
Refused 2%

47. And, as you know, publicly traded businesses operating in this Recession are forced to
make many choices regarding their operations. When it comes to the decisions these
they make regarding whether or not to hire more employees, which factor do you think is
MOST important to these businesses?

Business Hiring Choices Total

Doing what is best for their employees and their employees’
34%
families
Delivering the best value to their customers 24%
Making the best decisions in the interests of their shareholders 21%
Maximizing profits in order to give their executives bonuses 16%
Don’t Know 3%
Refused 1%

All responses randomized and rotated. 14

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
 Drivers of Economic Success – INDIVIDUALS

I would now like to read you a list of actions INDIVIDUAL AMERICANS might take. After I read
each one, please tell me how important each one is to helping the U.S. economy recover from the
Recession. Extremely important, Very important, Somewhat important, or Not too important…

Individual Actions to Help With Ext Very Ext Imp / Smwt Not Too DK / Ref
Economic Recovery Imp Imp Very Imp Imp Imp
48. Saving more money 33% 40% 73% 20% 5% 2%
49. Spending more money to stimulate
11% 24% 34% 37% 25% 3%
the economy
50. Paying down the debt they have
and reducing the amount of new debt 46% 37% 83% 12% 3% 3%
they take on
51. Learning more about personal
finance and how to better manage their 39% 42% 81% 15% 3% 2%
money
52. Obtaining more education and
31% 41% 72% 23% 3% 2%
training to improve their workplace skills
53. Making a greater effort to purchase
33% 35% 68% 24% 5% 2%
products made in America

Individual Actions to Help With Economic Recovery Ext Imp /

Ranked Series by Ext Imp / Very Imp Very Imp
50. Paying down the debt they have and reducing the
83%
amount of new debt they take on
51. Learning more about personal finance and how to
81%
better manage their money
48. Saving more money 73%
52. Obtaining more education and training to improve their
72%
workplace skills
53. Making a greater effort to purchase products made in
68%
America
49. Spending more money to stimulate the economy 34%

54. And which one of the actions you just heard would you say is MOST important?

Individual Actions to Help With Economic Recovery Total

Paying down the debt they have and reducing the amount of new debt they take on 29%
Learning more about personal finance and how to better manage their money 16%
Obtaining more education and training to improve their workplace skills 15%
Saving more money 15%
Making a greater effort to purchase products made in America 13%
Spending more money to stimulate the economy 8%
Don’t Know / Refused 4%

All responses randomized and rotated. 15

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
 Personal Financial Situation and Financial Success

Now, thinking some more about your own personal financial situation...

55. Which of the following statements best describes your situation?

July 5-12, 2009 Aug 27-30, 2010

Financial Situation (N=1201, (N=1201,
MoE=+/-2.8%) MoE=+/-2.8%)
I can live comfortably and save an adequate amount for retirement or
27% 30%
other needs
I can get by every month but I find it difficult to save and invest,
50% 45%
whether for retirement or other purposes
I find it hard to make ends meet every month 22% 22%
Don’t know 2% 2%
Refused - 1%

56. And thinking about your current lifestyle, approximately how much money per month
would your household need to bring in, after taxes are taken out, in order to pay your
monthly expenses and still be able to save money? (RECORDED NUMERIC
RESPONSE) (USE “99” FOR DK/ REFUSED)

Financial Stability Total

$300-$1499 9%
$1500-$2999 19%
$3000-$3499 13%
$3500-$4499 13%
$4500-$5999 10%
$6000+ 15%
Don’t Know / Refused 20%
Mean $4781

All responses randomized and rotated. 16

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
 57. And, do you believe your own financial well-being depends more on…

April 8-14, 2009 April 22-26, 2010 Aug 27-30, 2010

Financial Well-Being (N=602, (N=1200, (N=1201,
MoE = +/- 4.0%) MoE=+/-2.8%) MoE=+/-2.8%)
Your own actions, like working hard, doing a good job, leading
57% 60% 58%
a healthy life and saving and investing carefully
Events mostly out of your control, like what happens in the
economy, decisions by your employer, an unexpected illness, 37% 32% 37%
and what happens in the stock market
Don’t Know / Refused 7% 8% 5%

I would now like to read you a list of SHORT-TERM FINANCIAL GOALS. After I read each one,
please tell me how important each one is to your own definition of financial success. Extremely
important, Very important, Somewhat important, or Not too important…

Short Term Financial Goals Ext Very Ext Imp / Smwt Not Too DK / Ref
Imp Imp Very Imp Imp Imp
58. Being able to make ends meet
55% 40% 96% 3% 1% *
every month
59. Living debt-free 47% 39% 85% 11% 3% 1%
60. Enjoying the finer things in life 14% 18% 32% 41% 26% 2%
61. Being able to save money every
36% 43% 79% 17% 3% 1%
month
62. Learning how to manage your own
38% 39% 77% 17% 5% 2%
personal finances better
63. (NOT ASKED OF RETIREES)
(N=944, MoE= +/-3.2%) Working in a
38% 43% 81% 15% 3% 1%
career you find interesting and
personally rewarding
64. Giving up the opportunity to make
more money in order to have the time to
19% 32% 52% 31% 14% 3%
do things that are personally important
to you

Short Term Financial Goals Ext Imp /

Ranked Series by Ext Imp / Very Imp Very Imp
58. Being able to make ends meet every month 96%
59. Living debt-free 85%
63. (NOT ASKED OF RETIREES) (N=944, MoE= +/-3.2%) Working in a
81%
career you find interesting and personally rewarding
61. Being able to save money every month 79%
62. Learning how to manage your own personal finances better 77%
64. Giving up the opportunity to make more money in order to have the
52%
time to do things that are personally important to you
60. Enjoying the finer things in life 32%

All responses randomized and rotated. 17

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
 65. And which one of the goal you just heard would you say is MOST important to you?

Most Important Short Term Financial Goal Total

Living debt-free 31%
Being able to make ends meet every month 25%
Being able to save money every month 11%
(NOT ASKED OF RETIREES) (N=944, MoE= +/-3.2%) Working in a career you find interesting and
9%
personally rewarding
Giving up the opportunity to make more money in order to have the time to do things that are
8%
personally important to you
Learning how to manage your own personal finances better 7%
Enjoying the finer things in life 4%
Don’t Know / Refused 4%

I would now like to read you a list of LONG-TERM FINANCIAL GOALS. After I read each one,
please tell me how important each one is to your own definition of financial success. Extremely
important, Very important, Somewhat important, or Not too important…

Long Term Financial Goals Ext Very Ext Imp / Smwt Not Too DK / Ref
Imp Imp Very Imp Imp Imp
66. Owning your own home 40% 40% 80% 14% 5% 2%
67. Paying off your mortgage 37% 38% 74% 12% 10% 4%
68. Being able to live comfortably in
40% 48% 88% 10% 1% *
retirement
69. (NOT ASKED OF RETIREES)
(N=944, MoE= +/-3.2%) Working long- 14% 29% 43% 33% 23% 2%
term for a single employer
70. Being able to pay for yours or a
34% 44% 78% 14% 7% 1%
family member’s education
71. (NOT ASKED OF RETIREES)
(N=944, MoE= +/-3.2%) Owning your 18% 15% 33% 30% 35% 1%
own business and working for yourself
72. Being able to provide your family
with more than you had when you were 33% 32% 65% 22% 12% 1%
younger

Long Term Financial Goals Ext Imp /

Ranked Series by Ext Imp / Very Imp Very Imp
68. Being able to live comfortably in retirement 88%
66. Owning your own home 80%
70. Being able to pay for yours or a family member’s education 78%
67. Paying off your mortgage 74%
72. Being able to provide your family with more than you had
65%
when you were younger
69. (NOT ASKED OF RETIREES) (N=944, MoE= +/-3.2%)
43%
Working long-term for a single employer
71. (NOT ASKED OF RETIREES) (N=944, MoE= +/-3.2%)
33%
Owning your own business and working for yourself

All responses randomized and rotated. 18

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
73. And which one of the goal you just heard would you say is MOST important to you?

Most Important Long Term Financial Goal Total

Being able to live comfortably in retirement 30%
Being able to pay for yours or a family member’s education 17%
Being able to provide your family with more than you had when you were younger 17%
Paying off your mortgage 14%
Owning your own home 13%
Don’t Know / Refused 4%
(NOT ASKED OF RETIREES) (N=944, MoE= +/-3.2%) Owning your own business
3%
and working for yourself
(NOT ASKED OF RETIREES) (N=944, MoE= +/-3.2%) Working long-term for a
2%
single employer

74. Do you have any relatives or close friends who have been laid off at any point since the
recession began in late 2007?

Most Important Long Term Financial Goal Total

Yes 70%
No 29%
Don’t Know / Refused 1%

All responses randomized and rotated. 19

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
Demographic Questions (Asked At Beginning of Survey)

A. Gender (By Observation)

Gender Total
Female 50%
Male 50%

B/C. State/ Region (Coded in from RDD File)

Region Total
Deep South 19%
Upper Midwest 19%
Pacific 15%
Midatlantic 14%
Outer South 11%
Northeast 10%
Great Plains 7%
Mountain 6%

D/E. In what year were you born? (AGE)

Age Total
18-29 19%
30-44 26%
45-54 20%
55-64 18%
65+ 16%
Refused 1%

All responses randomized and rotated. 20

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
 F. First, what is the last grade of formal education you have completed?

Education Total
Less than high school 11%
High school graduate 29%
Some college/vocational school 23%
College graduate 25%
Post-graduate 11%
Don’t Know / Refused 1%

G. Would state records show that you are currently registered to vote?

Registered to Vote Total

Yes 93%
No 7%
Don’t Know / Refused *

H. And, are you currently employed?

Employment Total
Yes 50%
No 49%
Refused *

J. (ASKED ONLY OF THOSE WHO ARE NOT EMPLOYED) (N=593, MoE = +/-4%) Are
you a student, a homemaker, retired, active duty military, or unemployed and looking for
work?

Employment Status Total

Retired 43%
Looking for work 21%
Homemaker 17%
Student 10%
Refused 9%
Active Duty Military *

All responses randomized and rotated. 21

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
 K. And, are there any children in your household age 18 or younger for whom you are
responsible?

Responsible for Children Total

Yes 35%
No 64%
Refused 1%

Demographic Questions (Asked At The End of The Survey)

D1. And, please tell me which of the following categories best applies to your total household
income for 2009…

Income Total
Less than $15,000 12%
$15,000 to less than $30,000 17%
$30,000 to less than $50,000 19%
$50,000 to less than $75,000 16%
$75,000 to less than $100,000 12%
$100,000 to less than $200,000 12%
$200,000 or more 3%
Don’t Know / Refused 9%

D2. And, generally speaking, do you think of yourself as a Republican, a Democrat, an

Independent, or something else?

Political Party Total

Democratic 33%
Independent 29%
Republican 25%
Something else 11%
Other 1%
Don’t Know / Refused 2%

All responses randomized and rotated. 22

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
D3. For statistical purposes only, could you please tell me your ethnic background?

Ethnicity Total
White/Caucasian 70%
African-American/Black 13%
Hispanic/Latino 11%
Native American 2%
Asian-American/Asian 1%
Other 1%
Don’t Know / Refused 2%

D4. What is your marital status? Are you… ?

Marital Status Total

Single 56%
Married 25%
Divorced 9%
Separated 8%
Widowed 1%
Don’t Know / Refused 1%

D5. Were you born in the U.S.?

Born In U.S. Total

Yes 94%
No 5%
Don’t Know / Refused 1%

D6. Were both of your parents born in the U.S.? (ASKED ONLY IF BORN IN THE U.S.
N=1123, MoE= +/-2.9%)

Both Parents Born In U.S. Total

Yes 90%
No 9%
Don’t Know / Refused 1%

All responses randomized and rotated. 23

NOTE: Due to rounding, “Totals” may not necessarily equal sums.
D7. Were all of your grandparents born in the U.S.? (ASKED ONLY IF BOTH PARENTS ARE
BORN IN THE U.S. N=1011, MoE= +/-3.1%)

All Grandparents Parents Born In U.S. Total

Yes 74%
No 22%
Don’t Know / Refused 3%

All responses randomized and rotated. 24

NOTE: Due to rounding, “Totals” may not necessarily equal sums.