Data Snapshot

Consumers Are Attracted To Paid Memberships For More Than Deals And Discounts

November 30th, 2022
Brendan Witcher, VP, Principal Analyst
Brendan Witcher VP, Principal Analyst
With contributors:
Fiona Swerdlow , Taylor Hansen

Paid memberships are programs whereby consumers pay a company upfront for specific but exclusive and unlimited access to discounts, benefits, and/or services. These programs often run monthly (e.g., Kindle Unlimited, Netflix, or Uber Pass) or annually (e.g., Amazon Prime, Costco, or Xbox Live). Nearly three out of five US online adults who are or have been a member of a paid membership program originally signed up to save money. Also, roughly one in five signed up to simplify their lives, to eliminate the need to pay each time they buy, or to save time by not having to compare prices. This data snapshot depicts US consumers’ attitudes toward paid membership programs.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($395).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.