Moms Matter 2012

The Issues

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CafeMom surveyed moms across the country* and here's what we learned...

    Eighty-seven percent of moms are planning to vote in this election, far outpacing the national average.

    Moms understand that the elections are important for their families' future. Seventy-six percent of moms agree that the outcome of the elections will make a big difference in their families' lives.

    Many moms are ready for change, too, as a vast majority of moms feel their families' situation have to not improved over the last four years.

    The Outlook


    A vast majority of moms feel their families' situations have not improved during the last 4 years
    77% of moms feel that their family's overall situation is the same as, or worse than it was four years ago.

    When asked about specific categories including family finances, job security, quality of children's education, safety in their neighborhood, national security and overall happiness, moms said their family's situation was the same or worse than four years ago in every category.

    moms said their family's situation was the same or worse than four years ago

    There's an optimism divide amongst Democrat and Republican moms.
    Republican moms are more pessimistic - Fifty-six percent of Republican moms believe that the American Dream is "dying" or "dead," versus just 29% of Democratic moms who believe this to be true. Sixty-six percent of Republicans believe America's best days are behind us, in sharp contrast to Democrat moms, among whom a majority (63%) believe America's best days are yet to come.

    The Debates


    Moms take the presidential debates seriously
    When asked if they are likely to watch the debates moms responded

    For moms, the debates are about serious issues - despite all the press coverage debate flubs get, moms consider the debates no laughing matter - less than 1% said they watch the debates to catch candidates' mistakes.

    Of moms who are planning to watch the debates, they are watching fo:

    The Issues


    Job Creation is still a top issue
    for both Democrat and Republican moms.
    The top three issues by party were:

    The Candidates


    Democrat moms are more enthusiastic about Barack Obama than Republican moms are about Mitt Romney.
    Democrat moms are largely favorable about Barack Obama
    Mitt Roney has not resonated as strongly with Republican moms
    Mitt Roney has not resonated as strongly with Republican moms

*In September 2012, CafeMom conducted a national online survey of 1,000 moms with a child under 18 years old in the household. Global Marketing Research Services programmed and fielded the study, and validated the weighting of the responses by age, race, region of residence, and income. The survey included approximately 30 questions regarding moms' personal circumstances, overall attitudes and feelings related to election issues, and demographics. The study has a margin of error +/- 2.3%.

For more information on these survey results or to schedule an interview, please contact Kristina Tipton (