January 2015The Mood of America &

The Presidential Race 2016

Michigan Consumer Sentiment IndexCompared to Where America is Headed

Jan. 2011

Jan. 2012

Jan. 2013

Jan. 2014

Jan. 2015

Michigan Consumer Sentiment Index 74.2 75.0 73.8 81.2 98.2*

Positive Words and Phrases 35% 32% 33% 27% 33%Neutral Words and Phrases 13% 8% 4% 7% 10%Negative Words and Phrases 47% 46% 58% 62% 44%

*January 2015 Michigan Consumer Sentiment Index is preliminary.

Total Men Women White Men White Women

28% 33%24% 31%

20%

71% 66%76% 69%

80%

Satisfied Dissatisfied

Satisfied with Economy—January 2014

Satisfied with Economy—January 2015

Total Men Women White Men White Women

45% 48% 42% 46%37%

54% 51% 57% 53%63%

Satisfied Dissatisfied

-9% -3% -15% -7% -26%

-43% -33% -52% -38% -60%

Ages 18-34 Ages 35-49 Ages 50-64 Ages 65+

30% 32%21%

33%

70% 67%79%

66%

Satisfied Dissatisfied

Satisfied with Economy—January 2014

Satisfied with Economy—January 2015

Ages 18-34 Ages 35-49 Ages 50-64 Ages 65+

51% 48% 41% 38%49% 52% 58% 61%

Satisfied Dissatisfied

+2% -4% -17% -23%

-40% -35% -58% -33%

46%49

37%

48% 47%

56%

49%

5

DisapproveApprove

Obama Job Ratings

Overall Economic Policy Foreign Policy

Top Absolute Priorities for This Year by Party Above 50%

Defeating ISIS (87%) Creating Jobs (83%) Creating Jobs (87%)

Creating Jobs (84%) Reducing the Deficit (82%) Defeating ISIS (71%)

Reducing the Deficit (84%) Defeating ISIS (64%) Reduce Inequality (67%)

Secure Border (79%) Secure Border (63%) Increase Min. Wage (65%)

Iran’s Nuke Program (72%) Iran’s Nuke Program (58%) Fix and Keep ACA (63%)

Simplify Tax Code (65%) Reform SS and Medicare (55%) Reducing the Deficit (53%)

Reform SS and Medicare (51%) Simplify Tax Code (55%) Reform SS and Medicare (53%)

Fix and Keep ACA (53%) Fund Infrastructure (53%)

Fund Infrastructure (52%) Climate Change (53%)

Reduce Inequality (50%) Pathway to Citizenship (52%)

Comparing Romney and Jeb Bush

ALL

DemocratsIndependentsRepublicans

GOP/TeaGOP/Non-Tea

Core GOPSoft GOP

18-3435-4950-6465+

Men/18-49Men/50+Women/18-49Women/50+

Positive

27%

13%20%52%

61%40%

69%40%

18%30%27%40%

26%27%20%35%

Negative

40%

62%36%15%

13%19%

10%18%

42%37%43%35%

36%39%43%42%

Mitt Romney Jeb Bush

Positive

19%

7%17%37%

37%33%

49%30%

11%20%21%29%

18%20%12%27%

Negative

32%

47%27%15%

15%18%

9%19%

26%34%35%33%

31%37%29%32%

7

Net Image Ratings—January 2015

Barack Obama Hillary Clinton

Total +4% +8%

Men -3% -7%

Women +11% +21%

Ages 18–34 +21% +22%

Ages 35–49 +2% +2%

Ages 50–64 +3% +8%

Ages 65+ -20% -14%

Urban +24% +28%

Suburban -1% +2%

Rural -30% -28%

Suburban Women +5% +19%

High School or Less -5% +6%

Some College +0% +4%

College Grads +10% +9%

Post-Graduates +17% +14%

Net Image Ratings—January 2015

Barack Obama Hillary Clinton

Northeast +18% +20%

Midwest +8% +9%

South -6% +3%

West +6% +4%

Whites -11% -6%

African Americans +75% +63%

Latinos +33% +44%

Republicans -74% -62%

Independents -3% -4%

Democrats +75% +68%

White Men -19% -25%

White Women -4% +11%

White Working Class -13% -11%

White Less Than College -22% -13%

White College + +2% +5%