SLIDE 2

What We Did

On behalf of Walmart, Public Opinion Strategies and Momentum Analysis conducted a survey of N=1,250 women voters of whom N=380 are Walmart Moms.* The survey was conducted May 20-27, 2010 and was conducted online for two reasons:

1) To provide a cost-effective method of reaching enough women voters that would yield a significant cell size of Walmart Moms for analysis.

2) To provide a consistent sampling methodology

moving forward when we continue survey tracking only among Walmart Moms.

*Defined as women voters with children under the age of 18 living at home who have shopped and made a purchase at Walmart in the last month.

SLIDE 4

Walmart Moms are…

Age

Ethnicity Household

Income Education

71% Aged 18-44

67% Caucasian

46% Under $50K

24% High School or less

29% Aged 45+

12% African-American 15% Hispanic

43% $50-$100K 11% Over $100K

40% College+ 36% Some College

SLIDE 5

Please indicate your support for each of the following groups.

The Tea Party Movement

Conservative religious groups

% Total Support

Environmentalist groups

The National Rifle Association

The Gay Rights movement

Other than their support for environmental groups, Walmart Moms are political middle-of-the-roaders.

Moderate

Conservative

Liberal

Ideology

SLIDE 7 SLIDE 7

Walmart Moms are important because…

30% of all registered women voters

Roughly 16% of the electorate

In the 70 Battleground Congressional Districts for this fall’s election, there are

832 Walmart stores and clubs.

*These 70 Battleground Congressional Districts are listed in Appendix II.

“McCain didn’t just pick a politician who could appeal to Wal-Mart Moms. He picked a Wal-Mart Mom…” - William Kristol, 9/7/08

“Picture the Wal-Mart Mom as who the swing voter is.” – Democratic Pollster Celinda Lake

“For John McCain to keep [Ohio] red like George W. Bush did, he needs what his campaign would call Wal‐Mart moms.” ‐ CNN’s John King, 9/4/08 

SLIDE 11 SLIDE 11

39% 46%

Walmart Moms chose Barack Obama over John McCain in 2008.

Did you happen to vote in the 2008 election for President?

John McCain

Self-Reported 2008 Presidential Vote

Barack Obama

SLIDE 12 SLIDE 12

53% 47%

Approve

Walmart Moms approve of the job President Barack Obama is doing.

What is your opinion on the job that Barack Obama is doing as President?

Disapprove

Barack Obama: Job Approval

SLIDE 13 SLIDE 13

A majority of Walmart Moms want the government to do more.

Government is doing too many things better left to

businesses and individuals.

Government should do more to solve problems and help meet the needs of people

Switching topics...please read the pairs of statements below and check which comes closer to your point of view:

…or…

SLIDE 14 SLIDE 14

39% 39% 44% 43%

Like most women voters, Walmart Moms tend to self-identify as Democrats.

In politics today, do you consider yourself ...A Republican, A Democrat ..or are you an Independent or some other party?

Party Identification

Walmart Moms Women Voters

SLIDE 15 SLIDE 15

37% 40% 39% 37%

If the election for U.S. Congress were being held today, for whom would you vote in your district? The Republican Candidate, The Democratic Candidate, Another Candidate...or are you currently Undecided?

Generic Ballot

Walmart Moms Women Voters

unlike all women voters, Walmart Moms tilt towards a Republican candidate for Congress this November.

SLIDE 16 SLIDE 16

38% 52%

They are far from enamored with the President’s new health care plan.

Do you – support or oppose – Barack Obama's health care plan that was recently passed by Congress and signed into law by the President.

Support Oppose

Opinion of President’s New Health Care Plan

14% Strongly

31% Strongly

SLIDE 17 SLIDE 17

Make things better

They think the new health care legislation will only make things worse for their personal or

family situation.

Make things worse

Or, will it make no difference one way or the other to your own personal or family situation?

And, when you think about your own personal or family situation, do you think this new health care legislation will…

Effect Of Health Care Plan On Personal/Family Situation

SLIDE 18 SLIDE 18

39%

61%

Approve

They disapprove of the job Congress is doing.

What is your opinion on the job that Congress is doing?

Disapprove

Congress: Job Approval

SLIDE 19 SLIDE 19

And, more than six-in-ten think the longer Members of Congress serve the less they listen

to voters.

The longer they serve in Washington, the less they listen to the voters and

the more they become a part of what's wrong

Not sure

The longer they serve in Washington, the more they are able to get things

done for their district.

Which of the following comes closer to your opinion when you think about Members of Congress who represent you in Washington?

SLIDE 21 SLIDE 21

61%

39%

How much have you personally, or has your household, been affected by the downturn in the economy?

The majority of Walmart Moms are personally squeezed by the economic downturn.

Affected Personally By Economic Downturn

A Great Deal/ Quite A Bit

Just Some/ Not At All

SLIDE 22 SLIDE 22

34%

66%

Two-thirds of Walmart Moms are dissatisfied with their own financial situation.

How satisfied are you with your own financial situation today?

Satisfaction with Current Financial Situation

Satisfied Dissatisfied

SLIDE 23 SLIDE 23

More Walmart Moms describe themselves as working or lower class, and almost half of them

feel at risk of falling out of that social class.

If you were asked to use one of these names for your social class, in which one would you say you belong?

Do you ever feel as if you're at risk of falling out of your current social class?

Yes No Yes No

Walmart Moms 

Women  Voters 

Social Class Anxiety Self Identified Social Class

Walmart Moms Women Voters

SLIDE 24 SLIDE 24

The cost of daily essentials, such as energy and groceries are key economic concerns for most

Walmart Moms.

Please rate how much each of the following items are economic concerns for you and your household. Use a scale of zero to ten where zero means it is not at all an economic concern and ten means it is a top economic concern for you and your household. Of course you can

choose any number between zero and ten.

Your mortgage or rental payments

Changes in the value of your investments, stocks, bonds, and mutual funds

Not having enough retirement savings

The fear of losing your job or being unemployed

Having too much credit card debt

Top Economic Concerns (% “8-10”)

The price of energy, including utilities and gasoline

The price of groceries and other essentials

The cost of health care

SLIDE 25 SLIDE 25

Please rate how much each of the following items are economic concerns for you and your household. Use a scale of zero to ten where zero means it is not at all an economic concern and ten means it is a top economic concern for you and your household. Of course you can

choose any number between zero and ten.

Almost half of all Walmart Moms

say six or more of the eight items tested are top

economic concerns for their

household.

% Saying 6-8 of 8 Items Tested Are Top Economic Concerns

SLIDE 26 SLIDE 26

Walmart Moms are taking action to make ends meet.

Please indicate, over the last year, whether you have been doing each of the following things as a result of the downtown in the economy.

Using credit cards more often to pay for things

Putting off visits to the doctor or medical procedures

Putting off major repairs to your car or home

Considering downsizing to a less expensive house/ neighborhood

Using public transportation more to commute to work

% “Yes, Doing This”

Eating out less frequently

Making fewer or smaller charitable and religious donations

Traveling less or planning to travel less

Spending less on clothing and accessories

Spending less on out-of-home entertainment

Buying fewer or less expensive birthday or holiday gifts

SLIDE 27 SLIDE 27

Two-thirds of Walmart Moms say

they are taking penny-pincher

action on seven or more of the eleven

items tested. % Saying They Are Taking Action

On 7-11of 11 Items

Please indicate, over the last year, whether you have been doing each of the following things as a result of the downtown in the economy.

SLIDE 28 SLIDE 28

How much has the effect of the

downturn in the economy placed a

strain on your relationship with

your spouse, partner, or

significant other?

% A Great Deal/Quite a Bit – Women Voters

The economy is also placing a strain on Walmart Moms’ relationships.

% A Great Deal/Quite a Bit – Walmart Moms

N=348 women voters & N=102 Walmart Moms who are married or living with a significant other.

SLIDE 30

As we’ve seen in many elections—and Nov 2010 will likely be no different—understanding swing voters means understanding women, particularly mothers. Walmart Moms are cross-pressured and conflicted – they approve of President Obama and want to see a government that helps people rather than stays out of the way. Yet, these voters are strongly negative toward Congress and lean toward voting for Republicans in the Fall. Walmart Moms are the quintessential swing vote and they have personalized the nation’s economic struggles, impacting not only their financial well-being, but their personal relationships.

SLIDE 31

These women will carry a significant financial burden with them into the voting booth, affecting their political views and potentially determining the outcome of the election. At roughly 16% of the electorate, candidates ignore this key voting segment at their own peril. We will track how these voters process key debates this summer, such as the BP spill, important bills in Congress, and the heat of the 2010 midterm elections.

SLIDE 34 SLIDE 34

Profiling Walmart Moms Women Voters  Total 

Aged 18‐44  46% 

Aged 45+  54% 

High School or less  25% 

Some College  35% 

College+  40% 

Income under $50K  50% 

Income $50‐$100K  39% 

Income over $100K  11% 

Caucasian  75% 

African‐American  10% 

Hispanic  8% 

Asian  4% 

American Indian/Other  2% 

Married/Living Together  64% 

Not Married  36% 

Conservative  34% 

Moderate  42% 

Liberal  24% 

Walmart Moms  Total 

Aged 18‐44  71% 

Aged 45+  29% 

High School or less  24% 

Some College  36% 

College+  40% 

Income under $50K  46% 

Income $50‐$100K  43% 

Income over $100K  11% 

Caucasian  67% 

African‐American  12% 

Hispanic  15% 

Asian  3% 

American Indian/Other  2% 

Married/Living Together  82% 

Not Married  18% 

Conservative  34% 

Moderate  46% 

Liberal  20% 

SLIDE 35 SLIDE 35

Profiling Walmart Moms Women Voters  Total 

Voted for John McCain  38% 

Voted for Barack Obama  48% 

Student  8% 

Homemaker  19% 

Unemployed  11% 

Employed full‐time  30% 

Employed part‐time  14% 

Retired  19% 

Northeast  22% 

Midwest  22% 

South  34% 

West  23% 

Attend Religious  Services Frequently 

 25% 

Attend Religious  Services Occasionally 

 15% 

Attend Religious  Services Rarely 

 60% 

Use networking sites  59% 

Do not use networking sites  41% 

Walmart Moms  Total 

Voted for John McCain  39% 

Voted for Barack Obama  46% 

Student  7% 

Homemaker  35% 

Unemployed  9% 

Employed full‐time  30% 

Employed part‐time  17% 

Retired  2% 

Northeast  18% 

Midwest  20% 

South  41% 

West  21% 

Attend Religious  Services Frequently 

 24% 

Attend Religious  Services Occasionally 

 19% 

Attend Religious  Services Rarely 

 57% 

Use networking sites  69% 

Do not use networking sites  31% 

SLIDE 37 SLIDE 37

70 Battleground Congressional Districts

1. AL‐2 (Bright)  2. AR‐1 (Berry)*  3. AR‐2 (Snyder)*  4. AZ‐8 (Giffords)  5. CO‐4 (Markey)  6. FL‐8 (Grayson) 7. FL‐24 (Kosmas) 8. ID‐1 (Minnick)  9. IN‐8 (Ellsworth)*  10. KS‐3 (Moore)*  11. LA‐3 (Melancon)*  12. MD‐1 (Kratovil)  13. MI‐1 (Stupak)*  14. MI‐7 (Schauer) 15. MS‐1 (Childers)  16. NH‐1 (Shea‐Porter)  17. ND‐AL (Pomeroy)  18. NH‐2 (Hodes)*  19. NJ‐3 (Adler)  20. NM‐2 (Teague)  21. NY‐24 (Arcuri)  22. NY‐29 (VACANT, Massa)*  23. OH‐1 (Dreihaus)  24. OH‐15 (Kilroy)  25. PA‐7 (Sestak)*  26. TN‐6 (Gordon)*  27. TN‐8 (Tanner)*  28. VA‐2 (Nye)  29. VA‐5 (Perriello)  30. WA‐3 (Baird)*  

31. AZ‐1 (Kirkpatrick)  32. AZ‐5 (Mitchell)  33. CA‐11 (McNerney)  34. CO‐3 (Salazar) 35. FL‐2 (Boyd) 36. IA‐3 (Boswell) 37. IL‐14 (Foster) 38. IN‐9 (Hill)  39. MO‐4 (Skelton)  40. NC‐8 (Kissell)  41. NM‐1 (Heinrich) 42. NY‐1 (Bishop)  43. NY‐13 (McMahon)  44. NY‐19 (Hall)  45. NY‐23 (Owens) 46. NY‐25 (Maffei) 47. NV‐3 (Titus) 48. OH‐16 (Boccieri)  49. OH‐18 (Space)  50. PA‐3 (Dahlkemper)  51. PA‐8 (Murphy) 52. PA‐10 (Carney) 53. PA‐11 (Kanjorski) 54. PA‐12 (Critz)  55. SC‐5 (Spratt)  56. TX‐17 (Edwards)  57. VA‐9 (Boucher) 58. WI‐7 (Obey)* 59. WI‐8 (Kagen)  60. WV‐1 (Mollohan)*  

1. CA‐3 (Lungren) 2. CA‐44 (Calvert) 3. DE‐AL (Castle)* 4. FL‐25 (Diaz‐Balart)* 5. HI‐1 (Djou) 6. IL‐10 (Kirk)* 7. LA‐2 (Cao)  8. MN‐6 (Bachmann) 9. PA‐6 (Gerlach) 10. PA‐15 (Dent)   

DEM Tier I DEM Tier II GOP Districts

* Asterisk denotes that incumbent is not running for re-election, either due to retirement announcement, resignation, or losing in primary election.