Amazon Prime is dedicated service to loyal customers, willing to pay $ 79 annually to receive specific benefits. For example, it has a delivery in two days for most purchases, free access to video on demand, or the Kindle Library, offering a free ebook for an unlimited period. And a fairly extensive catalog of 350,000 works.
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According to the Group Consumer Intelligence Research Partners, it has nearly 17 million subscribers to this offer, with strong growth, they were only 10 million last March. Figures purely hypothetical, since Amazon has never communicated on the data while the information provided by the firm seem pretty accurate.
thing particularly interesting, according to company estimates, the average annual customer basket Amazon Prime is around $ 1,340 against $ 708 for a client who does not subscribe to this service.
The data comes from a survey of 300 people. “ We found a significant increase from the 9.7 million registered estimated in late 2012, according to the analysis of our latest information ,” said the firm.
In addition, customer loyalty seems permanently Amazon first force since 93% of respondents provided they renew their membership.
Other data collected by analyst firm, an estimated 20.5 million Kindles circulate in the U.S. – this figure includes all versions of the range, tablets and ebooks readers. Furthermore, 40% of Amazon customers would have a unit. If the owners of these devices does not necessarily buy more than others, they buy more regularly, which allows to consider the Kindle devices such as gates open on Amazon.com.
The Kindle Fire is believed to have played a leading role in the explosion of the Prime service, since the tablet is available with a 30 day trial of Amazon Prime free offer. However, since the launch of this offer, customers would have multiplied, said CIRP. And since the tablet is able to access video works, it could attract more than the Kindle electronic-based ink.
What remains to consider is that data mining should allow Amazon to easily identify the most promising customers and solicit the best.
Regarding the VoD service, Amazon has become the main competitor Netflix, which now has over 31 million subscribers.
In all likelihood, the Amazon Prime service could count more than 25 million subscribers by 2017, CIRP provides, for whom the site e-commerce has already registered 182 million users assets during the year 2012. At present, therefore, the Prime customers represent less than 8% of the total customer base.
course, these are only valid for the United States.
(via All Things Digital)
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