Amazon Holdouts: Not ‘Prime’ Customers

The Wall Street Journal: “Seventeen percent of U.S. primary household shoppers … say they never shop on Amazon … While the percentage has steadily declined over the past five years, roughly 22 million American households didn’t use the retailer this year. Those Amazon holdouts tend to be older than U.S. shoppers overall, with an average age of 57 versus 49, respectively … and they tend to earn less—$45,700 in annual income, compared with $62,800 among all shoppers. They are less likely to have or live with children.”

“For some it was their income or living situation, for others it was simply their preference or convictions … Lack of access to web-enabled devices, or living in places where it is difficult to receive packages, are key reasons people avoid e-commerce … Seanna Tucker, a 26-year-old content strategist in St. Louis, said she had never been a big Amazon shopper, but decided to avoid it on principle a couple of years ago after a dispute between Amazon and publishers over book pricing.”

“In recent years, both Amazon and its competitors, like Wal-Mart Stores Inc., have worked to bring more shoppers online and boost sales with membership programs, like Amazon Prime, which provides perks like video streaming and free, fast shipping for an annual fee of $99 … Meg Hoehn, a mother of two and teacher in Minneapolis, said she and her husband used to have a student membership to Amazon Prime but decided against renewing it, in part to become more financially responsible.” She explains: “We bought a ton of stuff on there … It was too convenient and too easy. We spend less money because we don’t have Prime anymore.”


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