Consumer behavior does not exist in a silo; their decisions are impacted by forces outside the narrow purview of any industry or brand. So how do brands better understand their current and potential customers to ensure they make the right business decisions? In essence, they need consumer-centric information that is trustworthy, timely, and relevant. This is why we partnered with some of our best clients to create The CivicScience 360 Report.
The 360 Report scans the CivicScience database of thousands of always-on questions. It discovers key insights for your brand by comparing them to competitive and consumer segments, identifying differences and similarities, and alerting you to shifts in categories like financial outlook, media consumption, and health and wellness. So you never miss an opportunity or threat.
We ran The 360 Report for Walmart+ members and compared them to Amazon Prime members to provide a glimpse of what this product offers. Below you’ll find insights from three of the report’s verticals.
Walmart+ and Amazon Prime members put more emphasis on brand than price, which is contrary to the general population. While this is a commonality among both member groups, they look quite different across many other metrics. For instance, Walmart+ members are significantly more likely than the average consumer and Amazon Prime members to say a company’s social consciousness is important.
Walmart+ members are also more likely to be concerned about how trade policies and tariffs will impact their household expenses, although that doesn’t seem to impact their spending habits. In fact, they are more likely to spend more on every major category tracked by CivicScience, notably in toys and travel, in the next month. While both groups say that social media influences their purchasing decisions, Walmart+ members are six percentage points higher (55%) than Amazon Prime members (49%.)
Given their more optimistic view on spending, it’s not surprising that when it comes to their personal financial outlook, Walmart+ members skew much higher on the Consumer Financial Health Index. They are more likely to think their income, savings, credit score, and investments will increase in the next six months. Although over half have credit card debt, and they are less likely to think it will be lower in the near future.
Walmart+ members are highly concerned about inflation, and more than a third follow the financial markets and the economy very closely. While just one in five think it’s a good time to make a major purchase, this is more than two times higher than the average U.S. adult and on par with Amazon Prime members.
Social Issues and Concerns
There are vast differences between Walmart+ and Amazon Prime members regarding social issues and concerns. Walmart+ members are much more concerned across the board. Inflation and gas/energy prices are what’s currently worrying them the most.
Yet, compared to last month, they have many growing concerns, including illegal immigration, consumer privacy, and climate change, to name a few. While they clearly think there are major issues in this country, they are actually slightly less likely to think that the United States is headed in the wrong direction.
There is much more to The 360 Report than what is provided in this summary. The report is customized to focus on what is essential to your business: the verticals shown above, industry-specific categories, media consumption, emerging trends, or health & wellness. CivicScience has you covered. Read below to find out more!
About the 360 Report
The 360 Report covers topics and categories beyond what is shown above. The report covers industry-specific categories, emerging trends, shopping behaviors, social issues/concerns, and more.
Only CivicScience paints an always-on, ever-evolving, 360-degree picture of your current and potential customers – ensuring you never miss an opportunity or risk.
The 360 Report:
- Delivers a complete and timely view of trends and shifts in consumer attitudes, lifestyle, and intent.
- Predicts consumer behavior and powers more forward-looking strategies and marketing investments, maximizing growth and profitability.
- Provides invaluable, timely knowledge to accelerate decision-making and give you a unique competitive edge.
- Alerts you to trends and changes as they happen, ensuring you never miss an opportunity or threat.
Ready to build your custom 360 Report? Start here.