This is the latest installment in a series exploring consumer attitudes to publishers' digital subscription products, based on research conducted by Toolkits and NRG.
- 73% of consumers say they’re more likely to subscribe when publishers offer them introductory discounts.
- 54% of consumers say they’re more likely to subscribe if a publisher has allowed them to access some content for free.
- Consumers are evenly split on whether they’d rather pay more money upfront for long-term savings (30%) or a smaller monthly fee that costs more in the long run (33%).
Consumers say they’re more likely to subscribe to digital publications that offer them introductory discounts and free trials, according to research by Toolkits and National Research Group.
In a study of 1,007 U.S. consumers who have subscribed to digital publications, 73% said they are more likely to subscribe when offered an introductory discount, and 76% said they’re more likely to subscribe if a free trial period is offered.
54% of consumers also said they’re more likely to subscribe if a publisher has allowed them to access some content for free, and 67% of consumers said they would be more likely to subscribe if the process of canceling was easier than it currently is.