February 1st, 2024, Lesley Simeon
Turning up at a party or any celebratory event with no appropriate gift in hand is a nightmare scenario. But are consumers open to a potential solution for such sticky situations? Perhaps a subscription-based service that offers year-round or seasonal delivery of gifts to their host?
Data from a recent YouGov survey that polled consumers across 17 international markets reveals that three in ten consumers (28%) say they are open to using them.
Further, YouGov’s demographic data shows that the likelihood of using subscription-based gift services is the highest among younger consumers, dropping as we go up in age.
For instance, near equal proportions of 18-to-24-year-olds (40%) and 25-to-34-year-olds (39%) say they are open to using these subscription services. Just 13% of consumers aged 55 years and above share this sentiment.
Consumers aged 55+ years are in fact the most likely to say they aren’t open to using such services (68%), followed by 45-to-54-year-olds (51%).
Moving past demographic data, let’s now see how the figures look like from individual markets.
“I am open to using these services”
At 60%, consumers in Indonesia account for the largest proportion of consumers across markets who are open to using subscription-based gift services, followed by those in the UAE (49%), Hong Kong (48%) and India (48%). In Asia, Singaporeans are the least likely to agree (27%).
In Europe, a third of Poles (33%) say they are open to using subscription-based gift services - the most likely in this region.
Finally, consumers in Poland (27%), Italy (25%) and Spain (25%) account for the largest proportion of consumers who say they don’t know whether they’d be open or not, to such gift services.
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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 17 markets with sample sizes varying between 500 and 2001 for each market. All surveys were conducted online in November 2023. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.
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