The 2021 Subscription Commerce Conversion Index, a PYMNTS and sticky.io collaboration, delves into shifts in the subscription ecosystem within the broader ongoing digital shift, delivering fascinating insights into direct-to-consumer (D2C) trends now gaining ground.
Highlighting some key changes in subscriber behavior so far in 2021, this excerpt focuses on the types of goods and services people want from subscriptions, plus demographic impacts.
For starters, the study states that “the share of D2C subscribers using subscriptions to save time, to avoid the hassle of shopping regularly, for the sake of convenience and to save money, all increased between February and May.”
“A particularly strong increase occurred in the share using D2C subscriptions to avoid having to remember to make regular trips to the store,” as 13 percent more D2C subscribers used subscriptions to avoid trips to stores in May than in February, “yet another indicator of just how important convenience has become for subscription services over the last few months.”
Calling consumer interest in D2C subscription commerce “an untapped opportunity for merchants looking to boost conversion,” the 2021 Subscription Commerce Conversion Index notes that interest in D2C subscriptions “was up across the board in May, as more consumers expressed interest in every segment studied. Interest in using D2C subscriptions for household supplies jumped 6 percent between February and May, while interest in D2C health and wellness products rose 4 percent.”
Researchers saw the biggest gains from consumers “who might like to use D2C subscriptions for pet supplies and groceries. Fifteen percent more D2C subscribers said they would like to try getting products via D2C subscriptions, and 12 percent more said they would like to try D2C grocery subscriptions in May than in February.”
Additionally, 27 percent of millennials and 23 percent of bridge millennials reported using only D2C subscriptions in May, and “45 percent of Gen Z subscribers used only D2C subscriptions.”