Amazon Prime members are younger and more affluent than the average American, and are more likely to do online research before making a purchase at a physical store.
A new report from Fung Global Retail & Tech, based on Prosper Insights and Analytics' Amazon Shopper Intelligence Service, found that nearly four in 10 Amazon Prime members are under the age of 35, compared with 30% for the US population in general. Meanwhile, roughly two of three are in households with income upwards of $50,000 a year. In particular, Prime members are much more likely than the average consumer to have a household income above $100,000--28% vs. 19%.
Meanwhile, the survey found that 59% of Amazon Prime members regularly research products online before purchasing at a brick-and mortar-location, compared with 46% of US consumers.
The data excludes Prime-Video-only subscribers.
The report is in line with other recent studies that have found that Amazon Prime members are not merely committed Amazon shoppers but also active shoppers in general--in other words, a group that retailers of all sorts ought to be paying attention to, and shouldn't write off simply as committed Amazon users.