Walmart customers cite low prices as the most important reason for shopping there.[94] The average U.S. Walmart customer's income is below the national average.[95] A 2006 Walmart report also indicated that Walmart customers are sensitive to higher utility costs and gas prices.[95] A poll indicated that after the 2004 US presidential election, 76 percent of voters who shopped at Walmart once a week voted for George W. Bush while only 23 percent supported senator John Kerry.[96] When measured against similar retailers in the U.S., frequent Walmart shoppers were rated the most politically conservative.[97] Thus, as of 2014 the "majority (54 percent) [of] Americans who prefer shopping at Walmart report that they oppose same-sex marriage, while 40 percent are in favor of it."[98]