Rising Gas Prices Impacts Commuter Driving and Purchase Behavior

CLEVELAND, OH, Jun 24 (MARKET WIRE) --
As the nation teeters between already-higher gas prices and consumer fear
of 2008-levels, the American workforce is wasting no time in compensating
for the loss of discretionary funds through purchase behavior
adjustments. Compared to one month ago, more working consumers are
driving less (41.6%) as a result of fluctuating gas prices, suggesting
that necessity-driven shopping will be shifted to the commute route.

In a month-over-month review of BIGresearch's June Consumer Intentions &
Actions Survey (CIA) by WorkPlace Media, a marketing solutions firm that
monitors the purchase behavior of working consumers, data shows an
increase in cost-cutting measures being taken by the country's employees
to compensate for higher gas prices:

Actions and purchase behavior of working consumers
as a result of fluctuating gas prices

May June
2009 2009

Buying more store brand/generic products 35.7% 36.8%
Doing more comparative shopping online 25.0% 29.8%
Shopping for sales more often 44.3% 46.9%
Shopping more online 16.2% 16.9%
Taking fewer shopping trips 41.2% 45.2%
Taking public transportation more 4.9% 5.1%
Using coupons more 39.3% 44.0%
Deferring auto maintenance/tires 12.1% 13.6%

Source: BIGresearch Consumer Intentions & Actions Survey, June 09

Impact on purchase behavior and actions of working consumers
as a result of fluctuating gas prices

Delayed major purchase such as car, TV, furniture 25.9% 28.6%
Reduced dining out 41.3% 45.0%
Decreased vacation/travel 38.0% 41.3%
Increased carpooling 7.2% 7.1%
I will be driving less 35.4% 41.6%
Spending less on groceries 20.7% 21.6%
Spending less on clothing 34.1% 36.7%
No major impact 33.2% 28.2%

Source: BIGresearch Consumer Intentions & Actions Survey, June 09

"Research has shown that the commute is an existing trip that working
consumers utilize for shopping and running errands, with as many as 71%
stating that they shop on their way to/from work or during a lunch break,"
says Stephanie Molnar, CEO of WorkPlace Media. "As a result, it only
stands to reason that this trend will increase as gas prices continue to
rise -- hopefully not to 2008 levels. Therefore, in addition to decreased
spending, marketers may see transactions shifting to the hours just before
and after work during the commute of working consumers."

For more information and complimentary research, visit
www.workplacemedia.com and click on "Complimentary Research."

About WORKPLACE MEDIA:

WorkPlace Media is a national media company that delivers superior ROI for
the world's most prestigious brands through marketing at work.
Additionally, the company conducts ongoing research into the attitudes and
purchase behavior of this valuable, largely untapped consumer segment
through regular polls and surveys among their network of over 920,000
businesses representing over 64 million working consumers.
(www.workplacemedia.com)

About BIGresearch:

BIGresearch is a consumer intelligence firm providing analysis of behavior
in areas of products and services, retail, financial services, automotive
and media. BIGresearch conducts the monthly Consumer Intentions and
Actions Survey (CIA) of 8,000+ respondents and the semi-annual
Simultaneous Media Survey (SIMM) of 15,000+ respondents. More information
is available at http://www.bigresearch.com

Contact:
WorkPlace Media
Tara L. Peters
Email Contact
440.392.2171

Copyright 2009, Market Wire, All rights reserved.

-0-