Primary Reason that US Internet Users Initiated a Subscription Box Service, by Service Type, Nov 2017 (% of respondents)
Data is from the February 2018 McKinsey & Company report titled "Thinking Inside the Subscription Box: New Research on Ecommerce Consumers." 5,093 US internet users ages 18+ were surveyed online during November 8-12, 2017. The respondents included 4,057 (80%) who were digital buyers, defined as people who had spent at least $25 online in the past month. Of the digital buyers, 607 (15%) had subscribed to at least one service over the past 12 months. The survey reflects the population of the US and had a margin of error of +/-3 percentage points for gender, age, income and ethnicity.