January 31st, 2023, Janice Fernandes
With physical stores getting back to being fully functional post-pandemic, keeping customers interested enough to stick with subscription boxes is a big challenge.
Data from YouGov Profiles shows how many Americans use subscription boxes and which types they tend to receive. More than half the US population (57%) says they don’t use subscription boxes, but among those who do, snacks and drinks (14%) register the highest share of consumers, followed by clothing (12%). Less than one in 20 consumers say they receive subscription boxes of arts and crafts and jewelry (4% each), the lowest of all categories.
Quick, easy, and convenient is the central thought among Americans using subscription boxes. More than two in five consumers (46%) say they subscribe to at least one type of subscription box because it’s convenient. Around a quarter do so because they like the automated process and don’t have to remember to buy every product (25%). Over a third of consumers are open to experimenting and trying new products they would have otherwise not picked out (33%).
Cost is the biggest deterrent for Americans not to use subscription boxes (60%); preferring to choose products themselves (58%) is the next most likely reason. A quarter of people say the available subscription boxes don’t interest them (25%) and a small share (5%) don’t understand how they work. A notable percentage of over one in ten Americans (12%) say they only try subscription boxes when they are a gift or free.
Marketers trying to pitch subscription boxes to the American population would be interested in knowing the most effective ways to attract eyeballs. Nearly a quarter of consumers who’ve used a subscription box say they heard about it through TV and print advertisements (22%).
Social media advertisements are the next most likely source of information (18%), but the figure is halved among consumers who’ve heard about subscription boxes through posts from friends (8%).
Recommendations from family members is the third most likely way consumers heard about subscription boxes (14%). Word of mouth through friends registers one in ten consumers (10%), while the figure drops to 6% for consumers who’ve heard of it through colleagues. Nevertheless, overall, these personal recommendations stack up into a significant pipeline for the market.
Around one in 20 consumers say they have been part of a free trial which is how they heard of the subscription box (6%). Marketers should note that the news is the least likely route to grab consumer attention (1%).
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
Photo by Annie Spratt on Unsplash