Consumer Snapshot January 2015

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January 2015
Consumer Snapshot

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sentiment strategy
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obtained from any source; the present or future methodology employed in producing the statistics; or the data and estimates represent only the opinion of
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January 2015
state of the
consumer

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sentiment
consumer sentiment
confidence continues to rally into the New
Year, with half (50.1%) confident or very
confident in chances for a strong economy, the
highest reading since early 2007 (Feb-07 =
53.2%)
very confident/confident in chances for a strong economy
{adults 18+}
Source: Prosper Insights & Analytics
13 month summary
New Year sentiment may be contributing to
January’s optimism – February/March will be
more telling indicators of consumers’ moods and
willingness to spend
43.2%
38.2%
50.1%
30%
35%
40%
45%
50%
55%

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sentiment
confidence bookends
pulling out the “funk” that has plagued
sentiment since Jan-08, confidence this month
is double the recession-era low in Jan-09
(24.7%) and draws even with pre-recession
Jan-07 (50.5%)Source: Prosper Insights & Analytics
very confident/confident in chances for a strong economy
{adults 18+}
consumer sentiment
confidence continues to rally into the New
Year, with half (50.1%) confident or very
confident in chances for a strong economy, the
highest reading since early 2007 (Feb-07 =
53.2%)
13 month summary
New Year sentiment may be contributing to
January’s optimism – February/March will be
more telling indicators of consumers’ moods and
willingness to spend
50.5%
24.7%
50.1%
0%
10%
20%
30%
40%
50%
60%

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strategy
practicality & focus on needs
{adults 18+}
practical purchases
although confidence jumped 3 points m/m,
practicality isn’t decreasing in kind
enter: the holiday hangover
with holiday bills rolling in, focus on
necessities lifts more than a point in January
to 46.1%
however, this month’s reading still points to a
more relaxed shopper compared to a year
ago, with needs-driven shopping dropping
3+ points y/y
Source: Prosper Insights & Analytics
41.8%
39.7%
49.6% 46.1%
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 WANT
about two in five (39.7%) cite pragmatic
purchase intentions, on par with December,
though lowering two points from a year ago

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state of the consumer
optimism rises for economic rebound
with consumers in general feeling more
confident in the economy, more than a third
(37.3%) hold hope for an economic rebound,
rising two points y/y
Source: Prosper Insights & Analytics
do you think the economy will ever rebound to what it was before the
recent* economic crisis? {adults 18+}
*2010 - 2014: “current” economic crisis
40.8%
35.1%
37.3%
30.3%
31.7%
27.6%
29.0%
33.2%
35.1%
20% 25% 30% 35% 40% 45%
Jan-10
Jan-14
Jan-15
Yes No Not sure
however, fewer are confident in a rebound
compared to Jan-10 (40.8%)
worth noting: about one in four (27.6%) indicate
they are not holding out for a rebound, a new low

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state of the consumer
optimism rises for economic rebound
with consumers in general feeling more
confident in the economy, more than a third
(37.3%) hold hope for an economic rebound,
rising two points y/y
Source: Prosper Insights & Analytics
do you think the recent* economic crisis will impact your lifestyle over
the next 5 years in any of the following ways? (top 5) {adults 18+}
*2010 - 2014: “current” economic crisis
however, fewer are confident in a rebound
compared to Jan-10 (40.8%)
worth noting: about one in four (27.6%) indicate
they are not holding out for a rebound, a new low
0% 10% 20% 30% 40% 50% 60%
I will try to stick to a budget
I will consider each purchase
more carefully
I will be more price conscious
when buying clothing and
food
I will spend less dining out
I will not incur a large credit
card debt
Jan-10 Jan-14 Jan-15
look for cautious consumerism to
continue
while most top 5 financial “fixes” have eased
compared to 2014 and 2010, eight out of 10
indicate that the economy will impact their
lifestyle into 2020

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Pam Goodfellow
Consumer Insights Director
Prosper Insights & Analytics™
pam@goProsper.com
ProsperDiscovery.com
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