Newly-published research from the Data & Marketing Association (DMA) has revealed that over a third (37%) of UK consumers have subscribed to a paid next-day delivery service (e.g. Amazon Prime) – 9% more compared to two years ago.
Customers’ interest in subscription-based buying has also seen an increase over the past year. In particular, customers bought toiletries and personal hygiene products (15%), clothes (15%), beauty and cleaning products (14%) and also alcohol (13%) via a monthly subscription – all notable increases on 12 months ago.
In addition, half of consumers (53%) now have a paid media streaming subscription, up 6% from last year. 29% have a paid subscription to a music streaming service (up 3%) and 17% have a paid subscription to an online or print newspaper (a 1% decline since 2019).
‘Future Trends: Subscription Economy Surge’ is an initiative undertaken by the DMA in collaboration with dotdigital and partnership with Foresight Factory. The report partially reviews data from the ‘Customer Engagement: How to Win Trust and Loyalty’ report. In addition, the DMA Insight department conducted desk research on industry trends, including the use of Foresight Factory’s FFonline platform.
Tim Bond, Head of Insight at the DMA, said of the survey findings: “Coronavirus has altered many aspects of consumers’ behaviour, especially the need for a remote connection to engage with their favourite brands. Over the past 12 months, the idea of entering a high street or supermarket might have felt like a risk many people were unwilling to take. Therefore, more consumers have requested key household items be delivered directly to their doorstep using premium courier services. Many businesses have been able to adjust their strategies and adapt, which will likely lead to a permanent rise in the availability and scope of subscription services in the future.”
The report offers guidance to those looking to leverage a subscription model and provides a selection of case studies of companies who have been successful with subscriptions, including Sixt, Floe and Pret A Manger.
For more information on the report, click here.
