The document summarizes the key findings from a survey of over 400 consumers on topics related to Amazon, Netflix, Twitter, and travel. Some of the main findings include: - Almost 70% of respondents had made a purchase from Amazon in the past 90 days, with 43% being paying Amazon Prime subscribers who cited free shipping as the top reason for joining Prime. - Around half of respondents paid for a Netflix subscription, with most having been subscribers for over 2 years. Value, library size, and product strength were reasons people would not cancel Netflix, though some wanted more new content. - About 60% of respondents said they never view Twitter, with suggested ways to engage more users including fewer ads and fake accounts.

1. Consumer Data Points
Using the New SurveyMonkey Audience
Product to derive insights
Stifel Technology, Internet & Media
Conference 2015
• Scott Devitt, Stifel
• Brent Chudoba, SurveyMonkey
Topics/Companies reviewed:
AMZN, NFLX, TWTR, Travel (EXPE, OWW,
GOOG)

2. We asked >400 people questions on several topics
Topics/Companies included:
• Amazon Prime
• Netflix
• Twitter
• Travel planning
Key questions were largely open-ended (free text response).
The survey was launched on Wed, Feb 4, 2015 and completed on Thu, Feb 5,
2015. 416 consumers completed the survey. The survey was fielded using
SurveyMonkey’s proprietary “SurveyMonkey Audience” panel which provides
access to over 5 million consumers. Simple age and gender balancing was used
to achieve a sample composition reflective of the U.S. Population.

3. Amazon

4. Almost 70% of people purchase from Amazon
Have you made a purchase from Amazon in the past 90 days?
N=41
6

5. Purchasing by Age Bracket
Have you made a purchase from Amazon in the past 90 days?
N=41
6

6. Of all Amazon purchasers, 43% pay for Prime
Are you a paying Amazon Prime subscriber?
N=28
6

7. The top reason they joined Prime was ‘free shipping’
What was the top reason you chose to join Amazon Prime?
N=12
2

8. The top reason they joined Prime was ‘free shipping’
Please score the following Prime benefits in order of importance to you:

9. Netflix

10. Roughly half of consumers surveyed pay for Netflix
Do you currently pay for a subscription to Netflix?
N=41
6

11. Subscriptions by Age Bracket
Do you currently pay for a subscription to Netflix?
N=41
6

12. Most people have had a Netflix subscription 2 yrs+
How long have you been a Netflix subscriber?
N=20
1

13. ~3 out 4 people haven’t considered canceling recently
Have you considered canceling your Netflix subscription in the past 6 mos?
N=18
2

14. Value, library, product strength keeps people happy
What makes Netflix a product/service that you would not consider canceling?
N=13
9
“I would pay more if all the latest movies were on Netflix…”
“It provides a large range of movies and shows and is affordable”
“It contains entire seasons of shows I want to watch”
“10,000 hours of entertainment is better than platinum cable”
“Low price point, no ads, lots of videos”
“Library/selection, maturity of product (good apps and reliable streaming), cost”

15. But more content would keep people even happier
Why did you consider canceling?
N=43
“Content doesn't rotate enough or provide high enough quality”
“Doesn’t stream a lot of movies that are available through their mail service”
“Nothing left to watch, House of Cards and Orange is the New Black ended”
“Old movies. They need new stuff”
“I don’t watch enough, so a waste of money to keep paying”

16. Twitter

17. ~60% of people never view Twitter
How frequently do you view posts on Twitter?
N=41
6

18. Engaging more users comes with challenges
What would make you use Twitter more?
N=18
2
“Less ads and fake accounts”
“Nothing”
“Less irrelevant ads”
“Nothing really. I’ve got Facebook and that’s enough for me”
“If I understood it more”
“Make filters or a way to filter content into categories”

19. Travel

20. Expedia is a top “first stop” destination
If you were looking to book a flight, what is the first website you would visit?
N=41
6

21. Travel planning starts from a wide variety of sources
If you wanted to plan a big vacation to a new destination, what is the first thing you
would do?
N=41
6
“Go to Trip Advisor”
“NYTimes travel section”
“Call AAA of New England”
“Google it”
“Check out Carnival Cruises”
“Research online and using Lonely Planet guides”
“Contact a travel agent”

22. Questions?

23. Thank you.
Full survey results: surveymonkey.com/results/SM-GHVV5MV7
Learn more about SurveyMonkey Audience: audience.surveymonkey.com