Consumer confidence in the US economy reached a 7-year high in December 2014 according to a survey by Prosper Insights & Analytics. The survey found 47.2% of US adults were confident or very confident in the strength of the economy. While consumer sentiment and confidence are up, consumers remain focused on financial practicality and necessities over wants. Coupons were cited as the top media influence on holiday shopping across all generations, though millennials are less likely than older generations to clip coupons from newspaper inserts and more likely to use coupons scanned on mobile devices.

1. www.ProsperDiscovery.com
Consumer Snapshot
december 2014

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sentiment strategy
december 2014
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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

3. © 2014, Prosper®www.ProsperDiscovery.com
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%

4. © 2014, Prosper®www.ProsperDiscovery.com
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%)
Source: Prosper Insights & Analytics
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%

5. © 2014, Prosper®www.ProsperDiscovery.com
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
Source: Prosper Insights & Analytics
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 Cliff, 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 WANT
however, consumers remain focused on financials –
keeping debt under control, padding piggy banks,
watching for sales

6. © 2014, Prosper®www.ProsperDiscovery.com
holiday 2014
coupons: top media influencer on holiday shopping
{by generation}
www.ProsperDiscovery.com
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

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clipping coupons
cut coupons out of advertising inserts
{by generation}
www.ProsperDiscovery.com
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
Millennials (1983 – 1996), Gen X (1965 – 1982), Boomers (1946 – 1964), Silent (born pre-1946)
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,
word of mouth, direct mail, and advertising inserts

8. © 2014, Prosper®www.ProsperDiscovery.com
clipping coupons
scan coupons on mobile device at checkout
{by generation}
www.ProsperDiscovery.com
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
Millennials (1983 – 1996), Gen X (1965 – 1982), Boomers (1946 – 1964), Silent (born pre-1946)
17.9%
24.3%
24.8%
12.2%
2.6%
0% 5% 10% 15% 20% 25% 30%
Adults 18+
Millennials
Gen X
Boomers
Silent
more 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,
word of mouth, direct mail, and advertising inserts

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