The Subscribers Dilemma: Today, there are more subscription services than ever across both B2C and B2B landscapes and its shattering the traditional purchase funnel. Brands must make their subscription services not just nice-to-have, but a need-to-have. (beneficial/useful/helpful) This survey was conducted online within the United States by The Harris Poll on behalf of Digitas between November 8-12, 2018, among 2,020 adults ages 18 and older, 1,461 of whom currently have a subscription. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact marketingdigitas. The study comes from Digitas intelligence hub, Vera, which is dedicated to uncovering truths that help brands achieve better connections and drive ambitious outcomes. 10 20 30 40 50 60 70 80 90 100 Survey Method From More Please to No Thanks Top 10 Absolutely Essential Subscriptions from subscribers among the following categories: *Small base size n<100 35% Clothing/Accessories 35% Music 34% TV/Movie 31% Gaming 27% Grocery 26% Books 24% Prepared Meals * 23% Transportation 23% Pet Food/Supplies 20% Personal Care 1 2 3 4 5 6 7 8 9 10 Most ”Valuable” Subscription Categories 74% 45% 26% 23% 20% TV/Movie Music Gaming Grocery Transportation Exclusive content? Nah. 4 out of 5 subscribers say access to exclusive content wasnt a necessity to impact their decision to subscribe. 81% Peer validation Adults aged 18 to 34 are more than 2X as likely than those aged 45+ to say theyre more likely to go forward with a full subscription if theyve received compliments from peers on their subscription items (14% vs. 6%). Ill take another! TV/Movie subscribers are most likely to have more than one TV/Movie subscription (53%), while only 21% of Pet Food/Supplies subscribers are likely to have more than one Pet Food/Supply subscription. Parents love content Parents with children under age 18 are more likely than those without to hold subscriptions in all listed categories. TV/Movie Subscriptions Pet Food/Supplies Subscriptions 53% 21% Connecting with brands 68% say they prefer to hear from their subscription companies via email. 3% say they prefer to hear from their subscription companies via chat bots. TV/Movie 70% vs. 50% Gaming 26% vs. 12% Music 40% vs. 26% Books 13% vs. 8% Transportation 12% vs. 7% Grocery 12% vs. 5% Personal Care 11% vs. 6% Clothing/ Accessories 10% vs. 6% Pet Food/ Supplies 11% vs. 5% Prepared Meals 8% vs. 3% The Subscribers Dilemma: Today, there are more subscription services than ever across both B2C and B2B landscapes and its shattering the traditional purchase funnel. Brands must make their subscription services not just nice-to-have, but a need-to-have. (beneficial/useful/helpful) This survey was conducted online within the United States by The Harris Poll on behalf of Digitas between November 8-12, 2018, among 2,020 adults ages 18 and older, 1,461 of whom currently have a subscription. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact marketingdigitas. The study comes from Digitas intelligence hub, Vera, which is dedicated to uncovering truths that help brands achieve better connections and drive ambitious outcomes. 10 20 30 40 50 60 70 80 90 100 Survey Method From More Please to No Thanks Top 10 Absolutely Essential Subscriptions from subscribers among the following categories: *Small base size n<100 35% Clothing/Accessories 35% Music 34% TV/Movie 31% Gaming 27% Grocery 26% Books 24% Prepared Meals * 23% Transportation 23% Pet Food/Supplies 20% Personal Care 1 2 3 4 5 6 7 8 9 10 Most ”Valuable” Subscription Categories 74% 45% 26% 23% 20% TV/Movie Music Gaming Grocery Transportation Exclusive content? Nah. 4 out of 5 subscribers say access to exclusive content wasnt a necessity to impact their decision to subscribe. 81% Peer validation Adults aged 18 to 34 are more than 2X as likely than those aged 45+ to say theyre more likely to go forward with a full subscription if theyve received compliments from peers on their subscription items (14% vs. 6%). Ill take another! TV/Movie subscribers are most likely to have more than one TV/Movie subscription (53%), while only 21% of Pet Food/Supplies subscribers are likely to have more than one Pet Food/Supply subscription. Parents love content Parents with children under age 18 are more likely than those without to hold subscriptions in all listed categories. TV/Movie Subscriptions Pet Food/Supplies Subscriptions 53% 21% Connecting with brands 68% say they prefer to hear from their subscription companies via email. 3% say they prefer to hear from their subscription companies via chat bots. TV/Movie 70% vs. 50% Gaming 26% vs. 12% Music 40% vs. 26% Books 13% vs. 8% Transportation 12% vs. 7% Grocery 12% vs. 5% Personal Care 11% vs. 6% Clothing/ Accessories 10% vs. 6% Pet Food/ Supplies 11% vs. 5% Prepared Meals 8% vs. 3% 1 The Subscribers Dilemma: Today, there are more subscription services than ever across both B2C and B2B landscapes and its shattering the traditional purchase funnel. Brands must make their subscription services not just nice-to-have, but a need-to-have. (beneficial/useful/helpful) This survey was conducted online within the United States by The Harris Poll on behalf of Digitas between November 8-12, 2018, among 2,020 adults ages 18 and older, 1,461 of whom currently have a subscription. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact marketingdigitas. The study comes from Digitas intelligence hub, Vera, which is dedicated to uncovering truths that help brands achieve better connections and drive ambitious outcomes. 10 20 30 40 50 60 70 80 90 100 Survey Method From More Please to No Thanks Top 10 Absolutely Essential Subscriptions from subscribers among the following categories: *Small base size n<100 35% Clothing/Accessories 35% Music 34% TV/Movie 31% Gaming 27% Grocery 26% Books 24% Prepared Meals * 23% Transportation 23% Pet Food/Supplies 20% Personal Care 1 2 3 4 5 6 7 8 9 10 Most ”Valuable” Subscription Categories 74% 45% 26% 23% 20% TV/Movie Music Gaming Grocery Transportation Exclusive content? Nah. 4 out of 5 subscribers say access to exclusive content wasnt a necessity to impact their decision to subscribe. 81% Peer validation Adults aged 18 to 34 are more than 2X as likely than those aged 45+ to say theyre more likely to go forward with a full subscription if theyve received compliments from peers on their subscription items (14% vs. 6%). Ill take another! TV/Movie subscribers are most likely to have more than one TV/Movie subscription (53%), while only 21% of Pet Food/Supplies subscribers are likely to have more than one Pet Food/Supply subscription. Parents love content Parents with children under age 18 are more likely than those without to hold subscriptions in all listed categories. TV/Movie Subscriptions Pet Food/Supplies Subscriptions 53% 21% Connecting with brands 68% say they prefer to hear from their subscription companies via email. 3% say they prefer to hear from their subscription companies via chat bots. TV/Movie 70% vs. 50% Gaming 26% vs. 12% Music 40% vs. 26% Books 13% vs. 8% Transportation 12% vs. 7% Grocery 12% vs. 5% Personal Care 11% vs. 6% Clothing/ Accessories 10% vs. 6% Pet Food/ Supplies 11% vs. 5% Prepared Meals 8% vs. 3%The Subscribers Dilemma: Today, there are more subscription services than ever across both B2C and B2B landscapes and its shattering the traditional purchase funnel. Brands must make their subscription services not just nice-to-have, but a need-to-have. (beneficial/useful/helpful) This survey was conducted online within the United States by The Harris Poll on behalf of Digitas between November 8-12, 2018, among 2,020 adults ages 18 and older, 1,461 of whom currently have a subscription. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact marketingdigitas. The study comes from Digitas intelligence hub, Vera, which is dedicated to uncovering truths that help brands achieve better connections and drive ambitious outcomes. 10 20 30 40 50 60 70 80 90 100 Survey Method From More Please to No Thanks Top 10 Absolutely Essential Subscriptions from subscribers among the following categories: *Small base size n<100 35% Clothing/Accessories 35% Music 34% TV/Movie 31% Gaming 27% Grocery 26% Books 24% Prepared Meals * 23% Transportation 23% Pet Food/Supplies 20% Personal Care 1 2 3 4 5 6 7 8 9 10 Most ”Valuable” Subscription Categories 74% 45% 26% 23% 20% TV/Movie Music Gaming Grocery Transportation Exclusive content? Nah. 4 out of 5 subscribers say access to exclusive content wasnt a necessity to impact their decision to subscribe. 81% Peer validation Adults aged 18 to 34 are more than 2X as likely than those aged 45+ to say theyre more likely to go forward with a full subscription if theyve received compliments from peers on their subscription items (14% vs. 6%). Ill take another! TV/Movie subscribers are most likely to have more than one TV/Movie subscription (53%), while only 21% of Pet Food/Supplies subscribers are likely to have more than one Pet Food/Supply subscription. Parents love content Parents with children under age 18 are more likely than those without to hold subscriptions in all listed categories. TV/Movie Subscriptions Pet Food/Supplies Subscriptions 53% 21% Connecting with brands 68% say they prefer to hear from their subscription companies via email. 3% say they prefer to hear from their subscription companies via chat bots. TV/Movie 70% vs. 50% Gaming 26% vs. 12% Music 40% vs. 26% Books 13% vs. 8% Transportation 12% vs. 7% Grocery 12% vs. 5% Personal Care 11% vs. 6% Clothing/ Accessories 10% vs. 6% Pet Food/ Supplies 11% vs. 5% Prepared Meals 8% vs. 3% The Subscribers Dilemma: Today, there are more subscription services than ever across both B2C and B2B landscapes and its shattering the traditional purchase funnel. Brands must make their subscription services not just nice-to-have, but a need-to-have. (beneficial/useful/helpful) This survey was conducted online within the United States by The Harris Poll on behalf of Digitas between November 8-12, 2018, among 2,020 adults ages 18 and older, 1,461 of whom currently have a subscription. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact marketingdigitas. The study comes from Digitas intelligence hub, Vera, which is dedicated to uncovering truths that help brands achieve better connections and drive ambitious outcomes. 10 20 30 40 50 60 70 80 90 100 Survey Method From More Please to No Thanks Top 10 Absolutely Essential Subscriptions from subscribers among the following categories: *Small base size n<100 35% Clothing/Accessories 35% Music 34% TV/Movie 31% Gaming 27% Grocery 26% Books 24% Prepared Meals * 23% Transportation 23% Pet Food/Supplies 20% Personal Care 1 2 3 4 5 6 7 8 9 10 Most ”Valuable” Subscription Categories 74% 45% 26% 23% 20% TV/Movie Music Gaming Grocery Transportation Exclusive content? Nah. 4 out of 5 subscribers say access to exclusive content wasnt a necessity to impact their decision to subscribe. 81% Peer validation Adults aged 18 to 34 are more than 2X as likely than those aged 45+ to say theyre more likely to go forward with a full subscription if theyve received compliments from peers on their subscription items (14% vs. 6%). Ill take another! TV/Movie subscribers are most likely to have more than one TV/Movie subscription (53%), while only 21% of Pet Food/Supplies subscribers are likely to have more than one Pet Food/Supply subscription. Parents love content Parents with children under age 18 are more likely than those without to hold subscriptions in all listed categories. TV/Movie Subscriptions Pet Food/Supplies Subscriptions 53% 21% Connecting with brands 68% say they prefer to hear from their subscription companies via email. 3% say they prefer to hear from their subscription companies via chat bots. TV/Movie 70% vs. 50% Gaming 26% vs. 12% Music 40% vs. 26% Books 13% vs. 8% Transportation 12% vs. 7% Grocery 12% vs. 5% Personal Care 11% vs. 6% Clothing/ Accessories 10% vs. 6% Pet Food/ Supplies 11% vs. 5% Prepared Meals 8% vs. 3% 2The Subscribers Dilemma: Today, there are more subscription services than ever across both B2C and B2B landscapes and its shattering the traditional purchase funnel. Brands must make their subscription services not just nice-to-have, but a need-to-have. (beneficial/useful/helpful) This survey was conducted online within the United States by The Harris Poll on behalf of Digitas between November 8-12, 2018, among 2,020 adults ages 18 and older, 1,461 of whom currently have a subscription. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact marketingdigitas. The study comes from Digitas intelligence hub, Vera, which is dedicated to uncovering truths that help brands achieve better connections and drive ambitious outcomes. 10 20 30 40 50 60 70 80 90 100 Survey Method From More Please to No Thanks Top 10 Absolutely Essential Subscriptions from subscribers among the following categories: *Small base size n<100 35% Clothing/Accessories 35% Music 34% TV/Movie 31% Gaming 27% Grocery 26% Books 24% Prepared Meals * 23% Transportation 23% Pet Food/Supplies 20% Personal Care 1 2 3 4 5 6 7 8 9 10 Most ”Valuable” Subscription Categories 74% 45% 26% 23% 20% TV/Movie Music Gaming Grocery Transportation Exclusive content? Nah. 4 out of 5 subscribers say access to exclusive content wasnt a necessity to impact their decision to subscribe. 81% Peer validation Adults aged 18 to 34 are more than 2X as likely than those aged 45+ to say theyre more likely to go forward with a full subscription if theyve received compliments from peers on their subscription items (14% vs. 6%). Ill take another! TV/Movie subscribers are most likely to have more than one TV/Movie subscription (53%), while only 21% of Pet Food/Supplies subscribers are likely to have more than one Pet Food/Supply subscription. Parents love content Parents with children under age 18 are more likely than those without to hold subscriptions in all listed categories. TV/Movie Subscriptions Pet Food/Supplies Subscriptions 53% 21% Connecting with brands 68% say they prefer to hear from their subscription companies via email. 3% say they prefer to hear from their subscription companies via chat bots. TV/Movie 70% vs. 50% Gaming 26% vs. 12% Music 40% vs. 26% Books 13% vs. 8% Transportation 12% vs. 7% Grocery 12% vs. 5% Personal Care 11% vs. 6% Clothing/ Accessories 10% vs. 6% Pet Food/ Supplies 11% vs. 5% Prepar