Lockdown subscribers boost long-term customer retention | WARC | The Feed

Lockdown subscribers boost long-term customer retention

More than a third of UK consumers signed up to a new subscription service during lockdown and the majority are likely to continue with them in the future, new research indicates.

The research

For The Kite Factory media agency, YouGov surveyed 2,141 consumers and covered all types of subscriptions from video streaming to pet boxes to capture the whole market: 37% signed up to at least one new subscription service in lockdown; 72% intend to continue with this post-lockdown.

What were they subscribing to?

• Video streaming services were most popular: 3 in 5 signed up to a new one.
• Younger consumers were most likely to sign up to a music streaming service (41%) and twice as likely sign up to fitness, health and wellbeing services.
• Older consumers gravitated towards newspapers and magazines and physical subscription boxes.

Sourced from The Kite Factory