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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

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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