Five slightly mind-blowing things we learnt from our Amazon survey

Amazon is the beast that ate shopping. In the US, Amazon is responsible for 43% of all online sales and is worth more than all the big bricks-and-mortar retailers put together. About a quarter of the US population pays for Prime membership (more figures). There’s an extraordinary battle going on in the US right now – 238 towns and cities are bidding billions for the right to host Amazon’s ‘second HQ’ (In Seattle, home of the first one, 7.5% of the working-age population works for the firm).

Amazon came to the UK in 1999 – its first major market outside the US – so we’ve had plenty of time to get used to buying all our stuff from the Seattle monster. And, although they don’t publish the numbers, we’re probably just as addicted as the Americans.

Radlett’s in an Amazon sweet spot. We’re close enough to the big warehouses to have access to all of the company’s services – from the basic delivery service to groceries (including Whole Foods, the upmarket food retailer bought by Amazon earlier this year) and the Amazon Prime Now app, so you can order practically anything for delivery within an hour. Step outside your front door during daylight and there’s a reasonable chance you’ll see an Amazon delivery happening. Radlett is the kind of prosperous suburban community that forms the backbone of Amazon’s profitability everywhere. We’re a kind of case study for Amazon’s take-over of UK retail.

So, we wanted to know how Radlett relates to Amazon. The anonymous survey is still live so please take two minutes to complete it if you haven’t already. There are ten questions and a box for you to type what you think of the company. If you complete the survey you get to see the complete results at the end. Fascinating reading.

Here are five insights from the survey results:

We shop with Amazon all the time

Graph showing Radlett Amazon shopping
Over 85% of respondents shop at least once per month with Amazon. For almost a third of us it’s ‘several times per week’! This is the kind of loyalty that any retailer would kill for.

We spend a lot

Graph showing how much people in Radlett spend with Amazon
64.2% of us spend at least £50 per month with Amazon and nearly a fifth (17%) of respondents say they spend over £200 per month. That’s a lot of money: the average household grocery spend in the UK is £53 per week.

We love Amazon Prime

Graph showing the number of people in Radlett who pay for an Amazon Prime subscription
Nearly three-quarters (71.2%) of respondents pay for Amazon Prime – the service that provides free delivery and access to lots of other services, from free Kindle downloads to music streaming. This is really telling. Radlett has a major Amazon addiction.

We dig one-hour delivery

Graph showing how many people in Radlett use the Amazon Prime Now app
Prime Now represents the next stage of Amazon dependence. A mobile app that gives you free one-hour delivery on groceries – from Amazon, Morrisons and Whole Foods (plus loads of other products held in the Hemel Hempstead warehouse). 30.2% of respondents use it or have tried it. We’ve certainly used the app in our house and the delivery drivers I’ve spoken to confirm that we’re not untypical in using the app to get emergency booze supplies midway through dinner!

We’re Amazon nuts

Graph showing the attitude of Radlett residents to Amazon
Not to put too fine a point on it, respondents to our survey are hopelessly in love with Amazon. 84.9% are either positive or very positive about the company. 28.3% ticked the box labelled ‘Very positive – I’ve become completely dependent’. And only 3.8% of us have any negative feelings at all, ticking the box labelled ‘Quite negative – I’m not comfortable with their market power but will use them occasionally’.