Research reveals that free shipping and exclusive discounts are the main attractions for subscriptions.
A survey by NielsenIQ, a world leader in data measurement and analytics, in partnership with Amazon Brazil, revealed that subscription to prime or premium services is on the rise in the country. Entitled “What it means to be prime for the Brazilian consumer”, the study reveals the motivations, habits and expectations of consumers in relation to a growing market, indicating that 45% of the Brazilian population currently subscribes to some type of service in this category. The research, which interviewed more than a thousand people from all over the country, also highlights the sectors of streaming and retail as two of the three that attract the most subscriptions in the country: 80% of respondents subscribe to some streaming service, while 77% of respondents subscribe or consider subscribing to a prime or premium service in the streaming sector. e-commercefor example.
According to NielsenIQ, free shipping is the biggest attraction for the public interviewed, being the main reason, in 74% of cases, for subscribing to a prime or premium service, 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 continuous use of the service/product (50%) are also among the main motivators for Brazilians, when it comes to prime or premium subscription.
“The study in partnership with NielsenIQ confirms that we have a scenario in which prime and premium services have gained space in the daily lives of Brazilians, driven by the search for real advantages, differentiated experiences and, above all, convenience. Amazon Prime, our subscription benefits program with more than 200 million subscribers globally, translates this into practice, combining a shopping and entertainment service, with exclusive offers, free shipping and much more. In Brazil, Prime members have access to free and fast shipping throughout Brazil on purchases of millions of eligible items, in two days for 1,300 cities, and in one day for more than 200. In addition, we offer exclusive offers on the website and in the Amazon Shopping app, providing a complete shopping experience full of savings for all subscribers”, highlights Mariana Roth, leader of Amazon Prime in Brazil.
Other data from the survey show that complete information becomes a competitive differentiator 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 the platforms. e-commerce. The study highlights 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 service.
The research also shows that the decision to invest in a premium or prime goes beyond the individual benefit, positively impacting the entire family: in 78% of cases, the subscription seeks to meet the needs of subscribers and their families, while 69% of respondents think about their own benefit.
“The research in partnership with Amazon shows the rise of prime and premium services in Brazil, driven by the search for convenience, tangible benefits and superior experiences. We observed that subscriptions are no longer a luxury product and have become a practical solution for Brazilians’ daily lives, positively impacting the routine of the entire family. In this scenario, the study also highlights the potential for penetration and growth of this market in the country, driven by increasingly demanding consumers who are attentive to the added value that a premium or prime subscription can offer”, adds Roberta Zanini, CMI Brazil leader at NielsenIQ.
The results of the survey “What does being Prime mean to Brazilian consumers?” were released during Amazon Brazil’s “Have a Prime Day!” event, which featured press and digital influencers invited to two days of activities at a hotel in São Roque, São Paulo. The event marks the arrival of Prime Day 2024, Amazon’s largest deals event in the country and worldwide. In its 5th edition in Brazil, it will take place between July 16 and 21, with an extended duration of six days for the first time in the country. In addition to free shipping on eligible products, Prime members will be able to make the most of the benefits of their subscriptions, with tens of thousands of deals on the Amazon Shopping website and app, as well as exclusive coupons, made available daily.
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