Consumer confidence continues to rise heading into 2015, with half of consumers confident in the economy's strength, the highest level since 2007. However, consumers remain practical in purchases and focused on needs over wants. While optimism about an economic rebound is up slightly year-over-year, fewer are confident compared to 2010, and many believe the crisis will continue impacting lifestyles for years. Cautious consumerism is expected to persist as most financial strategies adopted since the recession have only slightly eased.

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January 2015
Consumer Snapshot

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sentiment strategy
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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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