Data Snapshot

Paid Membership Programs Improve Customer Behavior In Meaningful Ways

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, or services. These programs often run monthly (e.g., Kindle Unlimited, LinkedIn Premium, or Uber One) or annually (e.g., AARP, Amazon Prime, or Xbox Live). US online adults who are or have been a member of a paid membership program report spending more because of their membership: Almost one in three say they shop more frequently with the company, and nearly one in five say they shift more of their spending to it. This snapshot shows how paid membership programs positively influence US consumer behavior with those companies.

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