A survey by NielsenIQ, a world leader in data measurement and analytics, in partnership with Amazon Brazil, reveals that subscription to prime or premium services is on the rise in the country.
Entitled “What it is to be prime for the Brazilian consumer”, the study unveils the motivations, habits and expectations of consumers in relation to a growing market, and points out that 45% of the Brazilian population subscribes to some type of service in the 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 most attract subscriptions in the country: 80% of respondents subscribe to some streaming, while 77% of respondents subscribe to or consider subscribing to a prime or premium service in the e-commerce sector, for example.
According to NielsenIQ, free shipping is the one that most draws the attention of the interviewed public, 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 deciding factor for subscribers: 62% of respondents believe that exclusive discounts are the main draw 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 subscriptions.
“The study in partnership with NielsenIQ confirms that we have a scenario in which prime and premium services have conquered 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 by combining a shopping and entertainment service with exclusive offers, free shipping and more. In Brazil, Prime members get free and fast shipping throughout Brazil on purchases of millions of eligible items, in two days to 1,300 cities, and in one day to more than 200. In addition, we offer exclusive offers on the Amazon Shopping website and app, providing a complete shopping experience full of savings for all subscribers,” says Mariana Roth, Amazon Prime leader in Brazil.
Other data from the survey show that the completeness of 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 e-commerce platforms. The study also shows that all the attention to the needs of the public, translated into priority service and dedicated services, converts into loyalty: 80% of respondents say that this is a decisive attribute to build trust and ensure their loyalty to a company, when subscribing to a prime or premium service.
The survey also points out that the decision to invest in a premium or prime service goes beyond the individual benefit, positively impacting the entire family: in 78% of cases, the subscription aims to meet the needs of the subscriber 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 advantages and superior experiences. We observed that the signature is no longer a luxury product and has become a practical solution for the day-to-day life of Brazilians, positively impacting the routine of the whole family. In this scenario, the study also shows the potential for penetration and growth of this market in the country, driven by consumers who are increasingly demanding and aware of 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 it mean to be Prime for the Brazilian consumer?” 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 occasion marks the arrival of Prime Day 2024, Amazon’s largest deals event in the country and in the world. 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 take full advantage of the benefits of their subscriptions, with tens of thousands of offers on the Amazon Shopping website and app, as well as exclusive coupons, released daily.
