Consumer Snapshot - December 2015

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December 2015
Consumer Snapshot

www.ProsperDiscovery.com © 2015, Prosper®www.ProsperDiscovery.com © 2015, Prosper®
sentiment strategy
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.
December 2015
holiday

sentiment
consumer sentiment
m/m, confidence falters a point to 46.3% who
are confident/very confident in the economy
very confident/confident in chances for a strong economy
{adults 18+}
Source: Prosper Insights & Analytics
this month’s reading also represents a near one-
point decline from Dec-14 and falls below the 13
month average (47.7%)47.2%
46.3%
41%
42%
43%
44%
45%
46%
47%
48%
49%
50%
51%

sentiment
very confident/confident in chances for a strong economy
{adults 18+}
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
historical perspective
current confidence represents the second highest
December reading since the Great Recession
consumer sentiment
m/m, confidence falters a point to 46.3% who
are confident/very confident in the economy
this month’s reading also represents a near one-
point decline from Dec-14 and falls below the 13
month average (47.7%)

safety
how likely are recent terror attacks, like the ones that took place in Paris, to affect how
you shop for your holiday merchandise this season? {holiday shoppers 18+}
safety concerns
while the majority of holiday shoppers (64.6%)
indicate that recent terror attacks are “not at all
likely” or “not very likely” to affect how they shop
for holiday merchandise, nearly one in ten (9.5%)
are reconsidering their holiday shopping
strategies
0% 20% 40% 60%
1 - Not at all likely
2 - Not very likely
3 - Neutral
4 - Somewhat likely
5 - Very Likely
64.6%
9.5%
common shopping solutions among those who
feel affected include avoiding crowds, shopping
online, and being more aware of surroundings in
general

safety
worry more about safety in public places
{adults 18+}
safety concerns
while the majority of holiday shoppers (64.6%)
indicate that recent terror attacks are “not at all
likely” or “not very likely” to affect how they shop
for holiday merchandise, nearly one in ten (9.5%)
are reconsidering their holiday shopping
strategies
public safety
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
in December, 17.0% indicate that they worry
more about their safety in public places,
increasing 25% over Jun-15 (13.6%)
common shopping solutions among those who
feel affected include avoiding crowds, shopping
online, and being more aware of surroundings in
general

strategy
practicality & focus on needs
{adults 18+}
practical purchases
despite the dip in confidence and increase in
public safety concerns, consumers don’t appear
to be pulling back the reins on spending plans
focus on needs
additionally, consumers’ focus on needs over
wants when spending declines
this month, 36.2% assert that they’ve become
more practical with purchasing, down 10% y/y
currently, 40.3% are focusing on just what they
need when at the store, a 13 month low
44.5%
40.3%40.1%
36.2%
30%
32%
34%
36%
38%
40%
42%
44%
46%
48%
I have become more practical and realistic in my
purchases
I focus more on what I NEED rather than what I WANT
the average shopper plans to spend $805 on
holiday gifts, décor, cards, food, and flowers this
year, flat with 2014
holiday 2015

holiday 2015
top media influencers for holiday 2015
{adults 18+, top 10}
getting a deal is a big deal
consumers’ love for an extra discount is apparent
with 38.2% indicating that coupons influence where
they shop for the holiday season, consistent y/y
38.2%
21.4%
19.7%
18.8%
16.9%
15.7%
13.9%
13.4%
10.5%
7.7%
0% 10% 20% 30% 40% 50%
Coupons
Email Advertising
TV/Broadcast
Word of Mouth
Direct Mail
Advertising Inserts
In-store promotion
Newspaper
Online Advertising
Cable
email advertising, TV/broadcast, word of mouth,
and direct mail follow

coupons
coupon redemption
{adults 18+}
18.6%
0% 20% 40% 60% 80%
Cut them out from
advertising inserts
Cut them out or bring them
in from other sources
Print them out from an
email
Print them out from a
website
Download them to my
frequent shopper card
Scan them on my mobile
device at the checkout
couponing at-a-glance
consumers of all age groups are most likely to
redeem coupons the old-fashioned way, while
about one in five (18.6%) scan them on a mobile
device at checkout

coupons
scan coupons on a mobile device at checkout
{by generation}
couponing at-a-glance
consumers of all age groups are most likely to
redeem coupons the old-fashioned way, while
about one in five (18.6%) scan them on a mobile
device at checkout
however, tech-savvy Gen X-ers and Millennials are
at least 30% more likely to scan coupons via mobile
devices than average
18.6%
27.4%
24.5%
11.7%
3.6%
0% 5% 10% 15% 20% 25% 30%
Adults 18+
Millennials
Gen X
Boomers
Silent
Millennials (1983 – 1997), Gen X (1965 – 1982), Boomers (1946 – 1964), Silent (born pre-1946)

Pam Goodfellow
Consumer Insights Director
Prosper Insights & Analytics™
pam@goProsper.com
ProsperDiscovery.com
thanks
visit ______________________ to access:
Consumer Snapshot InsightCenter™
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Consumer Snapshot - December 2015

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Consumer Snapshot - December 2015