Archive for January, 2012

FYU: Sporting Goods & Exercise Equipment

With the college bowl match-ups all over the airwaves and that other little game – the Super Bowl – soon to be played, we thought it would be apropos to bounce down the Sport Goods & Exercise Equipment section of the monthly Consumer Intentions & Actions® survey, courtesy of our Retail Ratings Reports.

For Your Understanding today, we’re going to take a look at the top competitors in this category: Walmart and Dick’s Sporting Goods. Much like the Women’s Clothing segment, Walmart has experienced a little difficulty when it comes to maintaining its #1 ranking in Sporting Goods:

Sporting Goods Share, Dec 2010 - 2011

As you can see in the chart above, Walmart placed second to Dick’s in November, while the two retailers were pretty evenly matched in January, February, August, September, and December 2011.

So where are the weaknesses in Walmart’s game? For this, we can turn to our latest Retail Ratings Report. Just on the first few pages of this handy guide*, we can see that:

– Dick’s outscores Walmart in both the $50,000+ and $75,000+ income shopper segments (and by a wide margin);
– Among those planning to spend more on Sporting Goods over the next 90 days, Dick’s is the preferred retailer over Walmart. Walmart leads among shoppers planning to spend less;
– Dick’s is the favored Sporting Goods retailer in two out of the four census regions: Northeast and Midwest;
– Walmart’s got a Southern stronghold and places second to Big 5 Sporting Goods out West.

But let’s look a bit deeper with the Consumer Equity Index™ (CEI). The CEI – available exclusively within the Retail Ratings Reports – is a year-over-year index showing growth or decline of Consumer Preference Share (the % we collect each month for the store shopped most often). Here’s a key:

CEI = 100 (flat)
CEI = 105 (5% growth)
CEI = 95 (5% decline)

Our latest CEI ratings for Dick’s indicate that the big box baller is growing among its core shopper group – those earning $50,000+/year – as well as Female shoppers, while Walmart is declining in each of these groups. A graphical representation of the CEI for the top five retailers in Sporting Goods/Exercise Equipment (among $50,000+ income households):

Sporting Goods, Consumer Equity Index, $50K+ Income Shoppers

Check out Walmart in this chart: it’s the lone Top 5 store for this segment in the red (read: the only one of these retailers seeing a decline among $50,000+ income shoppers). #sadface

Now you understand: With Dick’s and the rest of its big box buddies growing customer share among higher income consumers (who, let’s face it, typically have more money to spend on these types of items), Walmart’s getting left out in the cold, which is affecting the discounter’s overall standing among the general population.

For more information on this data, please contact BIGinsight™.

Source: Consumer Intentions & Actions® Survey, DEC-10 – DEC-11

* Retail Ratings Reports are available monthly for the following categories: Women’s Clothing, Men’s Clothing, Children’s Clothing, Shoes, Linens/Bedding/Draperies, Electronics, Hardware, Children’s Toys, Sporting Goods, Groceries, Health & Beauty Care, Prescription Drugs.

© 2012, Prosper®

BIGinsight™ is a trademark of Prosper Business Development Corp.

2011 in Review: The “In” Crowd

January 3, 2012 1 comment

While our previous post confirmed that Betty White was the most famous face of the year, we thought it’d be fun to dive a little deeper into the data to find out – among the 35 celebrities and personalities we asked about this year – who lands at the top of the “In” Crowd list for 2011.

This all is, of course, according to the What’s Hot/What’s Not section of our monthly Consumer Intentions & Actions® survey1. Each month, more than 8,000 respondents have the opportunity to rate a list of trends, personalities, events, etc. as “hot” or “not”; the items we ask about are based on input from our respondents from the previous month’s survey as well as a variety of current trending topics.

Let’s first cover 2011’s Top 5, and then we’ll attempt to answer some burning questions about some of the most talked about people of the year.

The “In” Crowd List

“Girl Power” could be the theme for 2011’s hottest celebrities. The incomparable Betty White leads the ladies-only Top 5 list, while two singing sirens and a pair of America’s sweethearts follow:

  1. Betty White (Feb-11)2: Please…who doesn’t love Betty?
  2. Jennifer Lopez (May-11): The American Idol beauty has been around the block, but she seems to be all the better off for it…diva-in-training Lady Gaga (Mar-11) peaked at #10 this year.
  3. Beyoncé (Jul-11): Even pre-baby bump, Beyoncé was a hit…but that seems to come with the territory when you are recognized by a one-name moniker.
  4. Reese Witherspoon (Apr-11): While respondents weren’t quite so receptive to Water for Elephants, they still really responded to Reese. Girl also got hitched this year…and who doesn’t love a happily ever after?
  5. Anne Hathaway (Mar-11): Recall that Anne was the more successful of the OSCAR® hosts this year. (Co-host James Franco (Mar-11) landed at #27 on this list, out of the 35 contenders).


While these aren’t necessarily questions from our readers, we thought we’d give a little insight on a few other famous faces turned trending topics in 2011…

Q: When it comes to Pippa Middleton and Kim Kardashian, who has the best…um…well…you know?
A: Pippa (#14, Jun-11), who nearly stole the show at the Royal Wedding, is the fanny favorite over Kim K. (#16, Aug-11). Interestingly, the post-“wedding” Kardashian family isn’t fairing so well with consumers (#30, Dec-11).

Q: Aren’t there any guys on this list?
A: Two and A Half Men newbie [and pre-split-from-Demi] Ashton Kutcher (Sept-11) was the highest ranking male on the “In” Crowd list at #7. But he faced some tough competition from the Muppets (#6, Nov-11), and Alvin & the Chipmunks (Dec-11) were HOT on his tail.

Q: Where’s the Biebs? I love him. [OK, I added that last bit for dramatic comic effect.]
A: Justin Bieber (Dec-11) was actually the next highest ranking male to make it in the “In” Crowd this year (at #13). The Boy with the Amazing Hair [the sarcasm should be palpable now] bested several of Hollywood’s hottest hunks: Ryan Reynolds (#18, Jun-11), Matt Damon (#19, Jan-11), Tom Cruise (#25, Dec-11), Bradley Cooper (#26, May-11), and Ryan Gosling (#28, Nov-11…please see Crazy, Stupid, Love. for my rebuttal on his low ranking).

Do you have a suggestion for the 2012 What’s Hot/What’s Not list or see anything surprising in this list? Please leave a comment below.

And, for more information on this data, please contact BIGinsight™.

1 Hottest Trends for 2011 are limited to the 145 trends, personalities, events, etc. that were included in one of the 12 2011 Consumer Intentions & Actions® Surveys. Looking for Ryan Gosling, Charlie Sheen, Pippa Middleton, Keurig Coffee Makers, Occupy Wall Street, or Groupon? We got ‘em. Sorry about your luck on George Clooney, Zooey Deschanel, beach vacations, any of the Real Housewives, or Sperry Topsiders; they just didn’t make the our cut this year.

2 The month/year each item was asked is denoted in parenthesis (MMM-YY).

Source: Consumer Intentions & Actions® Survey, JAN – DEC 2011

© 2011, Prosper®

BIGinsight™ is a trademark of Prosper Business Development Corp.

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