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The MOOD of America:
Measuring Optimism, Outlook and Direction
Presented by Lincoln Financial Group
©2011 Lincoln National Corporation
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Executive Summary
• Despite the current economic turmoil, Americans remain
optimistic
• Two-thirds of Americans are in control of their lives
– Being in control contributes to a positive outlook and lower stress
– Americans feel more control over their personal lives and health
than their financial futures
• Financial freedom and control are more important than wealth
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Executive Summary
• The MOOD of America survey identified some key behaviors
associated with feeling in control:
Cultivating Personal Relationships
Making “Me-Time”
Prioritizing Family Time
Taking Care of
Yourself Physically
Being Engaged in the Community
Taking Concrete Steps to Enhance
Your Financial Security
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The MOOD of America survey found
that Americans are optimistic,
resilient and in control
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Americans are Optimistic about Their Futures
 Somewhat
 Very
Women are especially positive:
76% of women are optimistic,
compared with 67% of men.
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Americans Believe They Can Always Solve
Their Problems
 Strongly agree
 Somewhat agree
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Financial Control and Freedom are Much
More Important than Wealth
% Very Important
Being in control of
your financial
situation
Having enough
money to do what
you want to do
Being wealthy
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However, Americans Feel More in Control Over
Life/Health than Over Financial Security
% Very much in control
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Feeling in control of one’s life
has a positive impact on
future outlook and stress levels
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2 out of 3 Americans are in Control of Their Lives
Personal Life
66% IN
CONTROL*
Health
Finances
* These are individuals who feel very much or somewhat in control of their life in general, personal/family life, health and financial futures.
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Being in Control Contributes to a Positive Outlook
Very optimistic
Somewhat
optimistic
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Americans in Control are also More Optimistic
about Their Financial Futures
Very optimistic
Somewhat
optimistic
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Americans in Control Report Lower Levels
of Stress
% A lot of stress
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The survey uncovered some key
behaviors that are associated with
feeling in control
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Cultivating Personal Relationships
Regularly spend
time with family
(+7%)
Currently in love
(+9%)
Regularly make
time for friends
(+9%)
Use Facebook
to stay in touch
(+10%)
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Prioritizing Family Time
Regularly have family
dinners at home
(+9%)
Have children living
at home
(+7%)
Regularly help kids
with homework
(+8%)
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Being Engaged in the Community
Volunteer or
donate to charity
(+11%)
Will ‘definitely’ vote
in next election
(+7%)
Actively support a
political candidate
or issue
(+7%)
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Making “Me-Time”
Take time out of
your day to be
alone and think
(+7%)
Spend time on
a hobby
(+9%)
Have enough time
to do the things
you want to do
(+19%)
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Taking Care of Yourself Physically
Exercise
(+6%)
Take long walks
(+12%)
Regularly go for
a dental checkup
(+17%)
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Taking Concrete Steps to Enhance Your
Financial Security
Regularly stay
within budget
(+6%)
Regularly put money
away for retirement
(+28%)
“I save some money
from every paycheck,
even if it isn't a lot”
(+19%)
% Agree Completely
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Owning Financial Products
Have life insurance
(+16%)
Own a retirement
account such as
401(k) or IRA
(+12%)
Own financial
products other than a
retirement, checking
or savings account
(+13%)
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Demographically, those in control are
strikingly similar to those not in control
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Demographic Profile
Total
In Control
Not In Control
Gender
Total
In Control
Not In Control
Married/domestic
partnership/living
with someone
69%
70%
68%
Single
15%
15%
16%
Widowed
8%
8%
8%
Divorced
8%
8%
8%
41%
43%
36%
Heterosexual
93%
93%
92%
LGBT
2%
1%
3%
Prefer not to
answer/Don’t know
5%
6%
5%
Marital Status
Male
49%
49%
50%
Female
51%
51%
50%
Age
18 – 44 years old
47%
48%
44%
45 – 64 years old
35%
34%
36%
65 years or older
17%
16%
19%
Don’t
know/refused
1%
1%
0%
Region
Northeast
19%
19%
19%
Midwest
23%
23%
23%
South
36%
35%
37%
West
22%
23%
20%
Children living at home
Sexual Orientation
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Demographic Profile
Total
In Control
Not In Control
Education
High/technical school
27%
23%
34%
Some college
27%
25%
29%
College graduate
or higher
46%
51%
36%
Don’t know/refused
1%
1%
1%
Employment
Employed full/part time
64%
66%
60%
Retired
19%
19%
20%
Unemployed/
temporarily laid off
8%
5%
11%
Other
9%
10%
9%
Don’t know/refused
1%
1%
0%
Total
In Control
Not In Control
14%
15%
12%
White/Caucasian
71%
69%
73%
Black/African
American
11%
13%
8%
Asian
4%
4%
5%
Other
13%
12%
13%
Hispanic/Latino
ethnicity
Race
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Financial Profile
Total
In Control
Not In Control
Less than $50,000
39%
34%
49%
$50,000 to $100,000
39%
40%
36%
$100,000 or more
22%
26%
15%
Have enough money to
do what you want to do
51%
61%
31%
Have enough money to
live on when you retire
46%
54%
30%
Household Income
Financial Situation
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Methodology
The MOOD (Measuring Optimism, Outlook and Direction) of America survey results are based on telephone interviews
conducted by Whitman Insight Strategies on behalf of Lincoln Financial Group.
Interviews were conducted on November 4-8, 2011, among 803 adults 18 years of age and older across the United States.
The margin of error for total sample is ±3.5% at the 95% confidence interval, and is somewhat higher for subgroups.
Respondents were contacted by phone via a live operator; their telephone numbers were selected using random-digit-dial
methods. The sample was weighted by age, Hispanic ethnicity, race. Demographic weighting targets are based on the 2010
U.S. Census figures for adults 18 years of age and older.
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