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In the time of subscription services, even big-box retailers like Walmart have created programs that offer their members exclusive perks. Walmart+ is a subscription service where members enjoy free delivery, member prices at certain fuel stations, and the option to ‘scan & go’ while shopping. Additionally, Paramount+ is now included in Walmart+ subscriptions. After releasing a positive earnings call with a 4.0% sales increase and over $100 billion in eCommerce in Q4, plus the acquisition of TV maker Vizio, the company is looking forward to continued growth in the future.

Quarterly CivicScience data show that close to 10% of U.S. adults report they have a Walmart+ subscription, while 5% intend to join the program. Those numbers have largely remained stagnant after plateauing in 2022. Walmart+ subscription users exhibit distinctly different traits that make them stand out from other consumers. Here are just five insights from the CivicScience InsightStore™:

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