Comparing Walmart W+ membership and Prime membership, which one has greater consumption potential?

It is learned that on February 28, research institution CivicScience released the "Walmart W+ Member 360 Report", comparing its performance in shopping behavior, consumer psychology and emotions with Amazon Prime members, to help brands and merchants make better decisions.

Shopping behavior

The common point between Walmart W+ membership and Amazon Prime membership is that they emphasize brand rather than price, which is different from ordinary American consumers.

However, compared with Amazon members and other ordinary consumers, Walmart W+ members attach more importance to the brand's social responsibility and ethical awareness. In addition, Walmart W+ members are also more likely to pay attention to how trade policies and tariffs will affect their household expenses, although this does not affect their consumption habits.

According to the study, Walmart W+ members are more likely to spend more in every major category tracked by CivicScience, especially in toys and travel goods. Although both groups are easily influenced by social media in their shopping decisions, Walmart W+ members (55%) are 6% more likely to spend more than Amazon members (49%).

Consumption prospects

Comparing the spending power of Walmart W+ members and Amazon members, Walmart W+ members have a much higher consumer financial health index. At the same time, Walmart W+ members also have higher spending confidence, and most of them believe that their income will increase in the next six months.

Walmart W+ members are highly concerned about inflation, with more than a third paying close attention to financial markets and the economy. While only 20% think now is a good time to make a big purchase, this is more than twice the average for U.S. consumers and on par with Amazon Prime members.

Pay more attention to social issues

There is a huge difference between Walmart W+ members and Amazon Prime members in terms of their concern for social issues. Walmart W+ members are more concerned in all aspects, with inflation and gas/energy prices being their biggest concerns at the moment.

However, compared to last month, they have many more concerns, including illegal immigration, consumer privacy, and climate change, which may affect their perception and choice of brands.

Editor✎ Ashley/

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