Consumer insights and analysis in less than 20 minutes

1. The BIG Call
April 2012
PA M E L A G O O D F E L L O W
CONSUMER INSIGHTS DIRECTOR, BIGINSIGHT™
S TA C I E S E V E R S
CLIENT SERVICES MANAGER, BIGINSIGHT™
400 W. Wilson Bridge Road, Suite 200, Worthington, OH, 43085 614-846-0146 info@BIGinsight.com

2. April 2012 Consumer Survey
 April 2012 Results
• Consumer Confidence
• Employment Outlook
• Practical Purchasing
• Financial Forecast
 Decreasing Overall Spending
• 90 Day Outlook: Future Purchase Plans
 Pain at the Pump
This report is derived from the following studies:
• BIGinsight™ Monthly Consumer Survey, April 2012 (N = 8724, respondents surveyed 4/3 – 4/10/12)
• BIGinsight™ Monthly Consumer Survey Trends, April 2007 – April 2012
Disclaimer: BIGinsight™ is a trademark of Prosper Business Development Corp. Services are delivered by Prosper and/or a Prosper affiliated company (“Prosper”).
Prosper makes 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.
© 2012, Prosper®

3. Consumer Confidence
Confident/Very Confident in Chances for a Strong Economy
Adults 18+
40%
 Highlights:
34.8%
35% • Springing sentiment stalls in April
34.7%  Ends five month streak of
continuous improvement
30%
• Remains elevated from Apr-11
28.6%
25% • Falls well below pre-downturn
Apr-07 (46.5%)
20%
20.6%
15%
© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, APR 11-12

4. Consumer Confidence
Confident/Very Confident in Chances for a Strong Economy 25%
Adults 18+ decline
40% 50% from
Apr-07
45%
34.8%
35% 40%
34.7%
35%
30% 30%
28.6% 25%
25% 20%
15%
20% 10%
20.6%
46.5%
34.7%
5%
15%
0%
Apr-07 Apr-08 Apr-09 Apr-10 Apr-11 Mar-12 Apr-12
© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, APR 07-12

5. Employment Outlook
Regarding the U.S. employment environment, over the next 6 months, do you think that there
will be more, the same, or fewer layoffs than at present?
Adults 18+  Highlights:
More Same Fewer U.S. Unemployment Rate*
• One in four expecting “more”
100% 10.0%
layoffs over the next six months
90% 9.8%
 Slightly lower compared to
9.8%* 19.8%
80% 23.8% 22.9% 22.3% 9.6% Apr-11 and Apr-10
U.S. Unemployment Rate*
70% 9.4% • Those calling for “fewer”
Layoff Predictions
remains stagnant
60% 9.2%
 Optimism fails to appear
50% 9.0% even as Unemployment
40% 8.9% 8.8% Rate declines
30% 48.6% 51.7%
8.6% • Employment mantra = more of
53.2% 53.7%
the “same.”
20% 8.4%
• Security among the employed
10% 8.3% 8.2% 8.2%
 Just 3.1% fear becoming
27.6% 28.5% 23.9% 24.0%
0% 8.0% laid off
Apr-10 Apr-11 Mar-12 Apr-12
* U.S. Unemployment Rate for the previous month for each corresponding MMM-YY, as reported by the U.S. Bureau of Labor Statistics.
© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, APR 10-12

6. Practical Purchasing
In the last 6 months, have you made any of the following changes?
Adults 18+
60%  Highlights:
58%
• Practicality remains priority
56%
for majority
54%
52%  Slipped from March, but
50% remains elevated from
48% Apr-10, Apr-11
46% • 58.6% are focused on
44% necessities
42%  In range of recession-era
40% Apr-09 (59.5%) and Apr-
10 (59.4%)
I have become more practical and realistic in my purchases
I focus more on what I NEED rather than what I WANT
© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, APR 11-12

7. Financial Forecast
Which of the following financial steps are you planning to take in the next 3 months?
Adults 18+
Apr-11 Mar-12 Apr-12  Highlights:
• Summer sales drought?
Pay down debt  Financial plans become
more conservative
compared to Apr-11
Increase savings • Paying down debt takes
backseat to decreasing
spending, while increasing
Pay with cash more often savings holds strong
• Decreasing overall spending
nears the rare 40% territory…
Decrease overall spending
0% 10% 20% 30% 40% 50%
© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, APR 11-12

8. Decreasing Overall Spending
45% Hurricane $4.50
Katrina Summer Post-Holiday  Highlights:
% Planning to Decrease Overall Spending
'08 Gas $ '08
High
$4.00 • Decreasing overall
40%
spending has only
Average $/Gal Gasoline
$3.50
approached 40%
35%
$3.00 THREE times in the
past seven years:
$2.50
30%  Hurricane Katrina
$2.00  Summer ‘08 Gas
25% Price Highs
$1.50
 Post-Holiday ’08
Plan to Decrease Spending Ave. Gas Price/Gal
20% $1.00 • Potential Culprits:
May
May
May
Jan-05
May
Sep
Jan-06
May
Sep
Jan-07
May
Sep
Jan-08
May
Sep
Jan-09
Sep
Jan-10
Sep
Jan-11
Sep
Jan-12
 Pain at the Pump
 Increasing Prices
 Capitol Hill?
NEW Blog
Why are Shoppers so Glum about Spending?
CLICK to View
Source: BIGinsight™ Monthly Consumer Survey, JAN-05 - APR-12;
© 2012, Prosper®
Energy Information Administration (All Grades, All Formulations)

9. BIG Forward Look: 90 Day Spending
Over the next 90 days (April, May and June), do you plan on spending more, the same or less
on the following items than you would normally spend at this time of the year?
Adults 18+
Retail Merchandise Categories - 90 Day Outlook
(Apr-12 compared to Mar-12, Apr-11, and Apr-10)
Category: Mar-12 Apr-11 Apr-10 Category: Mar-12 Apr-11 Apr-10
Children’s flat up up Toys/Games down up up
Women’s Dress down up up CDs/DVDs/Videos/Books down up flat
Women’s Casual flat up up Electronics down up up
Men’s Dress flat up up Groceries down up down
Men’s Casual up up up Home Improvement down up down
Shoes down up up Lawn & Garden down up down
HBC flat up up Home Furniture down up up
Dining Out down up down Home Décor down up up
Sporting Goods down up flat Linens/Bedding/Draperies down up up
Note: “Up,” Down,” “Flat” refers to the direction of the Diffusion Index compared to the previous month (Mar-12) or years (Apr-11, Apr-10). Diffusion Index = %
Spending More - % Spending Less.
© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, APR 10-12

10. BIG Forward Look: 90 Day Spending
Over the next 90 days (April, May and June), do you plan on spending more, the same or less
on the following items than you would normally spend at this time of the year?
Adults 18+
Retail Merchandise Categories - 90 Day Outlook
(Apr-12 compared to Mar-12, Apr-11, and Apr-10)
Category: Mar-12 Apr-11 All categories
Apr-10Category: Mar-12 Apr-11 Apr-10
Children’s flat up up remain
Toys/Games down up up
Women’s Dress down up up DOWN
CDs/DVDs/Videos/Books down up flat
Women’s Casual flat up up from
Electronics down up up
Men’s Dress flat up
pre-downturn
up Groceries down up down
April 2007
Men’s Casual up up up Home Improvement down up down
Shoes down up up Lawn & Garden down up down
HBC flat up up Home Furniture down up up
Dining Out down up down Home Décor down up up
Sporting Goods down up flat Linens/Bedding/Draperies down up up
Note: “Up,” Down,” “Flat” refers to the direction of the Diffusion Index compared to the previous month (Mar-12) or years (Apr-11, Apr-10). Diffusion Index = %
Spending More - % Spending Less.
© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, APR 10-12

11. Pain at the Pump
Impacted by Fluctuating Gas Prices vs. Actual Gas Prices
Adults 18+ Apr-12 = 76.3%; $4.00/gal
90.0% $4.50 Mar-12 = 76.7%; $3.85/gal
Apr-11 = 79.3%; $3.74/gal
$4.00
86.0%
85.0%
$3.50
82.2%
80.0% 79.3% $3.00
76.3% Highest Reading:
$2.50
Jun-08 = 86.0%
75.0%
$2.00
$4.03/gal
73.3% 74.0%
70.0%
70.0% $1.50
$1.00
65.0%
$0.50
60.0% $0.00
Gas Price (U.S. All Grades Avg for Week) Adults 18+: Impacted by Gas Prices
© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, APR 07-12; Energy Information Association (eia.doe.gov)

12. Pain at the Pump
Driving Less as a Result of Fluctuating Gas Prices vs. Actual Gas Prices
Adults 18+ Apr-12 = 50.9%; $4.00/gal
Mar-12 = 50.9%; $3.85/gal
60.0% $4.50 Feb-12 = 40.3%; $3.54/gal
57.2%
$4.00
55.0%
$3.50
50.9% Expected Price by End
50.0% 49.5% $3.00 of Month:
Feb-12 = $3.69
$2.50
Mar-12 = $4.08
45.0% 45.7%
$2.00
Apr-12 = $4.17
40.0% 39.8% $1.50
38.6% $1.00
36.7%
35.0%
$0.50
30.0% $0.00
Gas Price (U.S. All Grades Avg for Week) Adults 18+: Driving Less Often
© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, APR 07-12; Energy Information Association (eia.doe.gov)

13. Pain at the Pump
Expect Gas Prices to be MORE by the End of the Month
Adults 18+
90.0%
81.8%
76.9%
80.0% 74.2% 74.2%
70.0% 63.3%
61.3%
60.0%
51.3%
50.0% 45.7% 46.1% 45.9% 45.0%
40.0% 34.8%
32.9%
30.0%
20.0%
10.0%
0.0%
© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, APR 11-12

14. Pain at the Pump
Changes in Fill-Up Habits as a Result of Fluctuating Gas Prices
Adults 18+
Filling up as soon as I
Filling up less often see prices drop even
by letting my tank if I don’t need gas
run close to Empty
29.1%
36.7%
Filling up more often
so that the cost isn’t
as high each time I
go to the pump
23.3%
© 2012, Prosper® Source: American Pulse™ Survey, April 2012 #1

15. Pain at the Pump
Are you spending less on groceries because of gas prices in any of the following ways?
Top Responses for Adults 18+
47.6%
50.0% 44.3%
45.0% 38.7%
40.0% 35.2% 35.1%
35.0% 30.6% 29.4%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Using Only Buying more Switching to Making a list Stocking up Shopping at
coupons more purchasing store brand different and only on products discount
often the products I and generic brands buying the so that I can grocers more
need (no products because they products on shop less often
impulse are cheaper that list frequently
purchases) or on sale
© 2012, Prosper® Source: American Pulse™ Survey, April 2012 #1

16. Pain at the Pump
Are you spending less on clothing/shoes/accessories because of gas prices in any of the
following ways?
Top Responses for Adults 18+
39.8%
38.0%
40.0%
33.4%
35.0% 30.3%
30.0%
24.2%
25.0%
20.0%
15.0% 11.9%
10.0%
5.0%
0.0%
Only buying Shopping less Shopping at Making Shopping at Only buying
clothing, shoes, frequently discount stores clothing, shoes, malls less often clothing, shoes,
and accessories more often and accessories and accessories
on sale a smaller part of when I have a
my budget coupon
© 2012, Prosper® Source: American Pulse™ Survey, April 2012 #1

17. Pain at the Pump
Using Smartphone Apps to Research Gas Prices
Top Responses for Adults 18+
NEW! Pain at the Pump:
Running on Empty
20.1%
34.9%
Yes
Read the Blog
No
I do not have a
Smartphone
45.0%
© 2012, Prosper® Source: American Pulse™ Survey, April 2012 #1

18. BIG Consumer
Pain at the Pump: Running on Empty view
The Price of a Woman’s Face view
Blog
Why Are Shoppers So Glum About Spending? view
Consumer Buzz: Women’s Clothing view
Battle of the Sexes: Keeping Up with the (Mobile)
Joneses view
Generation Gap: Webaholics Anonymous view
Up, Up, and Away: Consumers Talk Rising Prices view
Easter Will Be Hoppin’ for Parents this Year view
© 2012, Prosper®

19. Contact 400 W. Wilson Bridge Road
Suite 200
Worthington, OH 43085
Ph: 614-846-0146
info@BIGinsight.com
for complimentary insights, visit:
www.BIGinsight.com
© 2012, Prosper®