Later this month, Walmart will launch a new paid membership program, Walmart+, that’s designed to rival Amazon Prime. With a $98 annual membership subscription, shoppers will have access to several unlimited same-day delivery services, gas discounts, and a contactless digital checkout/payment platform. A CivicScience survey of more than 7,600 U.S. adult respondents shows that 12% of consumers are “somewhat” or “very” likely to become a Walmart+ member. 

Among Walmart fans, however, the likelihood of joining Walmart+ is even higher. The data show that 1 in 5 Walmart fans (those who say they “love” or “like” shopping at the store) say they’re at least somewhat likely to become a Walmart+ member — a figure that will likely improve among the Walmart frequent-shopper base as the membership program rolls out.

Further competition from Amazon may be on the horizon, too — 11% of current Amazon Prime members say they’re at least somewhat likely become Walmart+ members.

As the new paid model launches, CivicScience will continue to study adoption of the Walmart+ program — especially among Walmart’s existing loyal base and Amazon Prime members.