Brits catch subscription service bug during coronavirus outbreak
37% of Brits signed up to at least one new subscription service during the first coronavirus lockdown. And three out of intend to continue their subscriptions post-lockdown, according to research by YouGov on behalf of The Kite Factory.
2,141 people were surveyed. Video streaming services were most popular across all demographics with three in five consumers signing up since lockdown.
Noticeable differences in purchasing behaviours were identified between generations with 18-24s the most likely to sign up to a music streaming service (41%) and 25-34s twice as likely to opt for fitness, health and wellbeing services.
Newspapers and magazines proved most popular with over 55s. Those who signed up to magazines and music streaming services were much more likely to continue subscribing than those that chose the likes of food and drink boxes or education services such as online language schools.
And pet owners who love the newfound convenience of food subscription services resulted in none of them saying they would be very likely to cancel in the next six months.
James Smith, Managing Director, The Kite Factory, says: “These findings are hugely encouraging for brands already offering subscription services and may offer hope to those that are considering it.”
“The second lockdown will be another huge challenge for the retail and hospitality sectors but offering a subscription service could help mitigate losses by tapping into these audiences engaging in subscription culture.”
“Our new insight into the different subscriber attitudes will help brands looking to dip their toe into subscription services better identify how best to reach them,” he concludes.
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