A brief look at the May 2012 BIG Call, featuring economic and consumer insights, as well as a look at Hispanics

1. The BIG Call
May 2012
PA M E L A G O O D F E L L O W
CONSUMER INSIGHTS DIRECTOR, BIGINSIGHT™
DIANNE KREMER
S E N I O R A N A LY S T, B I G I N S I G H T ™
400 W. Wilson Bridge Road, Suite 200, Worthington, OH, 43085 614-846-0146 info@BIGinsight.com

2. May 2012 Consumer Survey
 May 2012 Results  Hispanic InsightCenter™
• Consumer Confidence • Key Insights on Hispanic
• Practical Purchasing Consumers for May 2012
• Financial Forecast
 Personal Financial Situation
• Women’s Clothing
 Department Store Domination?
• 90 Day Outlook: Future Purchase
Plans
This report is derived from the following studies:
• BIGinsight™ Monthly Consumer Survey, May 2012 (N = 8789, respondents surveyed 5/2 – 5/8/12)
• BIGinsight™ Monthly Consumer Survey Trends, May 2007 – May 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. Practical Purchasing
In the last 6 months, have you made any of the following changes?
Adults 18+
60%  Highlights:
58% • Confidence declined, but
56% practicality didn’t increase in
54%
kind
52%
 Nearly half pragmatic in
50%
48% spending (46.6%)
46%  Remains elevated from
44% May-11, May-10
42% • 55.0% are focused on
40%
necessities
 On par with May-11, but
inflated compared to
I have become more practical and realistic in my purchases
May-10 (51.5%)
I focus more on what I NEED rather than what I WANT
© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, MAY 11-12

4. Personal Financial Situation
Regarding your personal financial situation, compared to this time last year, are you...
Adults 18+
Better off Same Worse off  Highlights:
• One-third (32.3%) feels “worse
50% off” about personal financial
48.5% 49.4%
situation compared to one year
ago
40%
 20% decline from those
32.3%
who felt this way in May-11
30%  33% decrease from May-09
• Largest proportion (49.4%)
20% feels like they are in the
18.3%
“same” boat
• Minority (18.3%) is “better off,”
10% increasing 20% from May-11
May-07 May-08 May-09 May-10 May-11 May-12
(15.2%)
© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, MAY 07-12

5. Department Store Domination?
Consumer Equity Index™ (CEI) for Women’s Clothing
Females
 Highlights:
Macy's 43% growth
• Walmart is losing share in a
140 key Women’s Clothing Shopper
Target
Ross segment: Women
Marshalls  Meanwhile, Kohl’s and
120
14% growth Macy’s are growing
• Not only is Kohl’s contesting
TJ Maxx Walmart’s lead, but Macy’s
Kohl's
5% decline may enter the mix
100  Among shoppers overall,
Old Navy
Kmart Walmart Macy’s share increased
JC Penney 60%+ from Jan-12 to Apr-12
80
= 100+ = <100
April 2011 v. April 2012 NEW Blog
FYU: Department Store
Domination? CLICK to Read
© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, APR 11-12

6. More Positive Personal Financial Situation
Regarding your personal financial situation,
compared to this time last year, are you... % Planning to Save More This Year
60.0%
Than Last Year:
50.0%
Hispanic: 40.2%
40.0%
Non-Hispanic: 28.9%
30.0%
 Highlights:
20.0% • A greater portion of Hispanic
Consumers than Non-Hispanics feel
10.0% better off about their personal
finances
0.0% • Hispanics are more likely to
Hispanics Non-Hispanic Adults 18+ increase their savings over the next
Better Off Same Worse Off year
© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, MAY 12

7. Word of Mouth Is Key
When you purchase products or services, do Do you give advice to others about products
you seek advice from others before buying? or services you have purchased?
80.0% 70.0%
70.0% 60.0%
60.0%
50.0%
50.0%
40.0%
40.0%
30.0%
30.0%
20.0%
20.0%
10.0%
10.0%
0.0%
0.0%
Regularly Occasionally Never
Regularly Occasionally Never
Hispanic Non-Hispanic Hispanic Non-Hispanic
© 2012, Prosper® Source: BIGinsight™ Media Behaviors & Influence Survey DEC 11

8. Thank you
Thank you for your interest in our
May 2012 BIG Call data.
CLICK HERE
to view the full deck of BIG Call
slides for May 2012
© 2012, Prosper®

9. 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®