Read time: 4 mins

In honor of International Women’s Month, we conducted a survey to explore women’s subscription service preferences, from selecting which services to subscribe to, to how they discover and manage cancellations. This survey provides a closer look at the habits and preferences of female consumers, offering key insights for businesses and marketers aiming to connect with this important demographic. Whether it’s considering the price, the value of personalized recommendations, or the appeal of free trials, these findings highlight the evolving landscape of subscription services for women.

How Women Are Engaging with Subscription Services

Which Types of Subscription Services Are Women Currently Subscribed To?

In our survey, we asked women about the types of subscription services they are currently subscribed to. Here’s a breakdown of the services included in the survey:

  • Video Streaming (e.g., Netflix, Hulu, Max, Peacock)
  • Fitness (e.g., Peloton, Noom, Pvolve, Barbella Box)
  • Beauty (e.g., FabFitFun, Ipsy, Birchbox, Glossybox)
  • Fashion (e.g., Stitch Fix, Wantable, Nuuly, Fabeltics, Rent the Runway)

These categories represent the types of subscription services the survey focused on, showing how women engage with a range of offerings, from beauty and fashion to food and fitness.

Subscription Service Usage: How Common Is It?

Many consumers have engaged with subscription services at some point. Here’s how subscription usage breaks down:

  • Currently subscribed to one or more services: 86%
  • Subscribed in the past but no longer do: 6%
  • Have never subscribed: 9%

Subscription services remain widely used, with a strong majority actively maintaining at least one.

How Many Subscriptions Do People Pay for Monthly?

For those actively subscribed, the number of services varies:

  • 1 service: 15%
  • 2 services: 23%
  • 3 services: 27%
  • 4 services: 14%
  • 5 or more services: 22%
  • 10 or more services: 0%

Most subscribers pay for multiple services, with three being the most common number.

What Matters Most in a Subscription Service?

When choosing a subscription, people prioritize different factors:

  • Price: 49%
  • Quantity of products: 33%
  • Exclusivity of products: 12%
  • Convenience: 6%

Price remains the top consideration for nearly half of respondents.

Why Are People Canceling Subscriptions?

Among those who canceled a subscription in the past year, the primary reasons were:

  • Have not canceled any subscriptions: 32%
  • Canceled due to cost: 39%
  • Canceled due to lack of value: 14%
  • Canceled because it was no longer needed: 10%
  • Canceled in favor of better alternatives: 5%

Cost is the leading reason for cancellations, highlighting the importance of affordability.

The Role of Personalization in Subscription Services

Subscribers have varying opinions on the importance of personalized content and recommendations:

  • Very important: 48%
  • Somewhat important: 42%
  • Neutral: 7%
  • Not very important: 2%
  • Not important at all: 1%

A majority value personalization, though only about half consider it a key factor.

Subscriber Satisfaction: Are People Happy With Their Services?

Satisfaction levels with current subscriptions vary:

  • Extremely dissatisfied: 3%
  • Very dissatisfied: 3%
  • Dissatisfied: 3%
  • Somewhat dissatisfied: 6%
  • Neutral: 8%
  • Somewhat satisfied: 6%
  • Satisfied: 7%
  • Very satisfied: 15%
  • Extremely satisfied: 10%
  • Completely satisfied (exceeds expectations): 39%

Do Consumers Prefer Free Trials?

When it comes to trying before subscribing, preferences are clear:

  • Always prefer a free trial: 110% (possible data entry issue)
  • Prefer a free trial but it’s not a deciding factor: 50%
  • Don’t need a free trial if well-reviewed: 13%
  • Prefer to subscribe without a trial: 3%
  • It depends on the type of service: 2%

Free trials remain a popular feature, though not always necessary for decision-making.

Monthly Spending on Subscription Services

Subscribers report spending the following per month:

  • Less than $10: 11%
  • $10–$25: 30%
  • $26–$50: 28%
  • $51–$75: 19%
  • $76–$100: 8%
  • More than $100: 4%

Most spend between $10 and $50 monthly on their subscriptions.

Let me know if you need any changes.

How Do Consumers Usually Learn About New Subscription Services?

Consumers discover new subscription services through a variety of channels. Here’s how they typically learn about them:

  • Social media ads (Instagram, Facebook, TikTok, etc.): 56.6%
  • Online searches (Google, blogs, review websites, etc.): 15.3%
  • Word of mouth (friends, family, or colleagues): 19.7%
  • Email promotions or newsletters: 4.0%
  • TV, radio, or streaming service ads: 2.9%
  • Influencers or celebrity endorsements: 1.1%
  • Retail stores or product packaging: 0.0%
  • Other: 0.4%

It’s clear that social media ads are the dominant method for learning about new subscription services, followed by word of mouth. While traditional media like TV ads and influencers play a role, they are less significant compared to online channels.

Why Zamplia?

Subscription services are transforming consumer behavior, and understanding how women engage with them is key for businesses looking to connect with this audience. These insights provide a deeper understanding of the factors that influence subscription choices, cancellations, and satisfaction. With Zamplia’s easy-to-use platform, we quickly gathered real-time data to capture these valuable perspectives, specifically focusing on women during International Women’s Month. Whether you’re refining your marketing strategies or seeking to improve customer engagement, Zamplia’s powerful tools can help you unlock actionable insights. Take a tour or book a demo with us today.