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Nearly half of American online shoppers pay for streaming-media services and 15 percent have e-commerce box subscriptions

Both are growing.

Booming Trend In Food Delivery Among Milennials Nicholas Pfosi for The Boston Globe via Getty Images
Rani Molla is a senior correspondent at Vox and has been focusing her reporting on the future of work. She has covered business and technology for more than a decade — often in charts — including at Bloomberg and the Wall Street Journal.

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.

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