Americans flock to mobile subscription services amid Covid outbreak

The mobile subscription market in the US has received a major boost during the coronavirus outbreak, research from Emarsys finds.

Around one in three US consumers have subscribed to a new subscription app like Netflix, Spotify and Babbel during the latest lockdown, with the 35–44 age bracket (37%) showing more interest than any other age group.

40% of people say that Netflix et al help them relax, while 27% feel apps help them handle loneliness.

When did you realize Deadly Illusions was going to be totally unhinged and why was it when Kristin Davis took her new nanny bra shopping? pic.twitter.com/dFBWl4Wp51
— Netflix (@netflix) March 23, 2021

Physical subscription services — ones that deliver alcohol, food, beauty products more usually on a monthly basis — are also growing, with 32% of consumers now saying they have signed up to such an offering.

Beauty and grooming subscription services are the most popular, accounting for 23% of physical subscription buyers, followed by food (20%), fashion (15%) and health and fitness products (12%).

Nearly 32% of consumers say it feels nice to receive something every month in the post and 29% like the surprise of not knowing what they’ll get each month.

Chris Godderidge, VP Mobile, Emarsys, says: “The challenge for brands that offer these services is to retain these new customers once we begin to emerge from the pandemic.”

“The key to doing that is to remain relevant to those customers, which means personalisation, personalisation, personalisation.”

“Traditionally, offering a personalised experience on mobile was challenging, but now technology exists that can help brands offer a one-to-one tailored experience for each and every customer based on their exact preferences and needs.”