Some 46 percent of online shoppers in the U.S. pay a monthly subscription for online streaming media, like Spotify or Hulu, according to a new survey by consulting firm McKinsey.
Fifteen percent had subscribed to at least one e-commerce delivery service like Dollar Shave Club, Blue Apron or Stitch Fix in the past year. Most e-commerce box subscribers have streaming-media subscriptions as well.
The survey tried to take a deeper look at online subscription demographics and behaviors. Some of the findings from the report:
- Women are more likely to subscribe to e-commerce than men, but men are more likely to have three or more such subscriptions.
- E-commerce subscribers tend to be young, wealthy city dwellers.
- The median e-commerce box subscriber has two such subscriptions while 35 percent have three or more.
- Word-of-mouth recommendations are a key reason consumers sign up for subscription services.
- Meal-kit delivery services have higher cancellation rates in the first six months than other e-commerce subscriptions.
McKinsey conducted its online survey from November 8 to 12, 2017, receiving responses from over 5,000 participants in the U.S. Of those, 80 percent were online shoppers, defined as people who had spent at least $25 online in the past month.
This article originally appeared on Recode.net.