Search ‘What does being prime mean to the Brazilian consumer’ was developed by NielsenIQ
Research by NielsenIQ revealed that subscriptions to prime or premium services are on the rise in the country. Entitled ‘What it means to be prime for the Brazilian consumer’, the study showed that 45% of the Brazilian population subscribes to some type of service in this category today.
The survey, which interviewed more than a thousand people from all over Brazil, also highlights the streaming and retail sectors as two of the three that attract the most subscriptions in the country: 80% of those interviewed subscribe to some streaming service, while 77% of respondents subscribe or consider subscribing to a prime or premium service in the e-commerce sector, for example.
According to NielsenIQ, free shipping is what most attracts the attention of the public interviewed, being the main reason for subscribing to a prime or premium service, in 74% of cases, in addition to being the most valued benefit by 48% of respondents.
Exclusivity is another decisive factor for subscribers: 62% of respondents believe that exclusive discounts are the main attraction for a subscription. Ease of payment with points or discounts (51%) and access to exclusive benefits for continued use of the service/product (50%) are also among the main motivators for Brazilians when it comes to prime or premium subscriptions.
Other data from the survey show that completeness of information becomes a competitive advantage when it comes to the premium or prime experience, with 75% of subscribers demonstrating full awareness of the benefits included in their plans, while 59% actively take advantage of all the advantages offered by e-commerce platforms.
The study also shows that all attention to the public’s needs, translated into priority service and dedicated services, translates into loyalty: 80% of those interviewed state that this is a decisive attribute for building trust and ensuring their loyalty to a company, when they subscribe to a prime or premium service.
(Credit: Photo by Glenn Carstens-Peters on Unsplash)
