21/05/2019

WHITEPAPER REPORT

Solving Subscriptions: A consumer study

Not all that long ago the only subscription businesses were charities, magazines and Sky TV. Fast forward to 2019 and there are very few sectors in which subscriptions do not exist, from personal hygiene and food, to books, fashion and even cleaning products.

Earlier this year we commissioned a survey of 2,000 UK consumers, covering the full spectrum of age, demographic and geographic location, to see how they view their own subscriptions and what they want – and expect – from brands in this space.

In Solving Subscriptions we explore what consumers want from their relationship with brands, from the level of personalisation to the frequency, tone and method of communication, as well as looking at the vital role played by data in the quest for successful subscription acquisition and retention.

Some key statistics:

  • 16% of people have never hit ‘unsubscribe’.
  • 70% of 16-24-year olds want personalised communications vs the 40% that get it.
  • 36% of people are signed up to at least two subscription services.
  • The average time someone subscribes for clocks in at 19 months and two weeks.
  • 32% of people are put off subscribing to a product that bombards them with emails.

The report explores the use of sign-up incentives, such as the free trial, the attitudes of different demographics towards subscriptions, and the length of time the average consumer will keep a subscription going. We also identify the most common pitfalls to which brands can fall victim and advise the most effective way in which these issues can be mitigated against.

However, a research report can only scratch the surface of an issue as complex and ever-changing as subscriptions. If you’re looking for bespoke advice on how your brand, product or communications can improve your businesses performance in the world of subscriptions, please get in touch.

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