Understanding the Modern Subscriber

The modern consumer is evolving, and understanding their behaviors is essential for businesses today. A recent survey by The Subscribed Institute, conducted across the U.S., U.K., France, and Japan, highlights the demand for flexibility, affordability, and convenience in subscription services.

Key findings include:

• Flexibility: 80% of U.S. consumers value flexible payment options. Younger generations, particularly Gen Z, prioritize this even more.
• Usage-based Pricing: With inflation and economic uncertainty, 22% of U.S. consumers prefer paying based on usage, especially in travel, food delivery, and retail.
• Cost-driven Tailoring: Consumers increasingly opt for bundled services offering better value for money.
• "Come and Go" Behavior: Many consumers cancel and rejoin services, particularly for streaming, indicating a need for pause options to reduce churn.

Understanding these trends can help businesses adapt and meet the demands of today's subscribers.