consumer snapshot december 2014

www.ProsperDiscovery.com

Consumer Snapshot december 2014

http://www.prosperdiscovery.com/

© 2014, Prosper® www.ProsperDiscovery.com

sentiment strategy

december 2014

Disclaimer: Prosper Business Development and its affiliated companies (“Prosper”) make no warranties, either expressed or implied, concerning: data gathered or obtained from any source; the present or future methodology employed in producing the statistics; or the data and estimates represent only the opinion of Prosper and reliance thereon and use thereof shall be at the user’s own risk.

holiday


sentiment

consumer sentiment confidence continues to climb in December, reaching a

7+ year high of 47.2% confident or very confident in chances for a strong economy (Jul-07 = 47.8%)

very confident/confident in chances for a strong economy {adults 18+}

Source: Prosper Insights & Analytics

13 month summary look for New Year sentiment to sustain or push confidence

higher in January – February/March will be more telling indicators of consumers’ moods and willingness to spend

37.9%

47.2%

30%

32%

34%

36%

38%

40%

42%

44%

46%

48%

50%


sentiment very confident/confident in chances for a strong economy {adults 18+}

holiday optimism with the holiday shopping season in full swing,

confidence is up about 25% over Dec-13 and on par with pre-recession Dec-06 (46.9%)


consumer sentiment confidence continues to climb in December, reaching a

7+ year high of 47.2% confident or very confident in chances for a strong economy (Jul-07 = 47.8%)

13 month summary look for New Year sentiment to sustain or push confidence

higher in January – February/March will be more telling indicators of consumers’ moods and willingness to spend

46.9

%

20.0

%

37.9

%

47.2

%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%


strategy practicality & focus on needs {adults 18+}

practical purchases with sentiment picking up this month, practicality tapers off, with 40.1% citing pragmatic purchase

intentions, down a point from November


practicality is down 15%+ from a year ago

all I WANT for Christmas… focus on necessities dips three points from November to 44.5% this month, also dropping 15%+ from Dec-13

improving confidence, a better outlook for jobs, decreasing gas prices, and lack of government

interference (i.e. shutdown, Fiscal Clif f, debt crisis) point to a happy holiday season for retailers

47.9%

40.1%

52.5%

44.5%

30%

35%

40%

45%

50%

55%

I have become more practical and realistic in my purchases

I focus more on what I NEED rather than what I WANThowever, consumers remain focused on financials –

keeping debt under control, padding piggy banks, watching for sales


holiday 2014 coupons: top media influencer on holiday shopping {by generation}


Source: Monthly Consumer Survey

top media influencers for holiday 2014 overall: coupons, followed by TV/broadcast, email advertising,

word of mouth, direct mail, and advertising inserts

Millennials (1983 – 1996), Gen X (1965 – 1982), Boomers (1946 – 1964), Silent (born pre-1946)

38.4%

37.2%

38.9%

38.8%

37.2%

36% 37% 38% 39% 40%

Adults 18+

Millennials

Gen X

Boomers

Silent


clipping coupons cut coupons out of advertising inserts {by generation}


Source: Media Behaviors & Influence™ Survey

clipping coupons the “old fashioned way” Millennials are more than 30% less likely to clip coupons out

of advertising inserts than Boomer and Silent generations


69.0%

49.8%

68.0%

79.7%

80.1%

0% 20% 40% 60% 80% 100%

Adults 18+

Millennials

Gen X

Boomers

Silent

top media influences for holiday 2014 overall: coupons, followed by TV/broadcast, email advertising,



clipping coupons scan coupons on mobile device at checkout {by generation}


Source: Media Behaviors & Influence™ Survey

digital savings while clipping coupon is the most popular method for

redemption, digital savings will likely grow in popularity in years to come


17.9%

24.3%

24.8%

12.2%

2.6%

0% 5% 10% 15% 20% 25% 30%

Adults 18+

Millennials

Gen X

Boomers

Silentmore tech-savvy Millennials and Gen X-ers are twice as likely to scan coupons from a mobile device compared to

Boomers

clipping coupons the “old fashioned way” Millennials are about 30%+ less likely to clip coupons out of

advertising inserts than Boomer and Silent generations

top media influences for holiday 2014 overall: coupons, followed by TV/broadcast, email advertising,



thanks

visit ______________________to access: Consumer Snapshot InsightCenter™ PowerPoint Slides …and more

Pam Goodfellow Consumer Insights Director

Prosper Insights & Analytics™ [email protected] ProsperDiscovery.com

ConsumerSnapshot.com

Messier 82 image source

mailto:[email protected]

http://www.prosperdiscovery.com/

http://www.consumersnapshot.com/

http://www.spacetelescope.org/images/heic0604d/

consumer snapshot december 2014

Marketing