Monthly or annual subscription? This is the question that the YouGov company asked itself to try to find out more about consumer habits. And the least we can say is that there is no real consensus.
When you are about to take out an online subscription, whether for a video streaming service such as Prime Video or an audio platform such as Spotify, without forgetting office suites such as Microsoft 365 (ex-Office 365), you you may be asking THE almost existential question, namely: Should I take out a monthly or annual subscription? In an attempt to identify a trend in the response provided in different countries around the world, YouGov has carried out an international study, the results of which we will discover together.
The French, not big fans of the monthly subscription to a digital service
According to data collected by YouGov, globally, approximately 3 in 10 consumers (30%) opt for the monthly subscription. They are barely a little more (32%) to be in favor of an annual payment, that is to say in one go. The others are rather without notable preference.
Obviously, there are disparities between countries. The proportion of consumers preferring a monthly subscription is higher in countries such as the United Arab Emirates (50%), India (43%), Mexico (41%), Indonesia (39%), or Poland (37%), the only European country above 30%.
Conversely, the monthly subscription is much less popular here in France, where we are 22% to opt for a monthly payment and 35% to favor payment in one go or annual subscription. The monthly payment is even less popular among Americans (16%), the British (20%) and the Germans (18%).
Young people, more fond of the monthly payment
The monthly subscription and the annual payment each have their pros and cons. The month-to-month payment comes with the advantage of not being committed, so you can unsubscribe from the service at any time. It also allows you to juggle between different platforms as you wish, especially depending on the content. But, on the other hand, the monthly subscription has a higher overall cost than the annual payment, on the basis of a full year of course. The monthly subscription to Amazon Prime will cost you for example 71.88 euros if you pay month after month, for only 49 euros in annual payment.
The annual subscription is therefore more interesting over twelve months than the monthly subscription. However, it has the major defect of committing the user to twelve months. Better to be sure of yourself before throwing yourself.
In the case of France more particularly, young people, perhaps more volatile and with less purchasing power, are more likely to opt for the monthly subscription, if they are aiming for shorter subscription periods. Thus, they are 28% among 18-24 year olds and even 30% in the 25-34 year old bracket. This drops to 21% among 35-44 year olds, 16% among 45-54 year olds and 20% among those over 55.
And you then, are you more of a monthly subscription or an annual payment?
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Source : YouGov
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