Life on demand

New research by mobile bank N26 investigates the changes in the scenario, at European and Italian level, of subscription services, especially following the restrictive measures linked to the pandemic. Research results show that 31% of Europeans have more digital subscriptions than at the start of the pandemic, a quarter (24%) currently have more than four. European consumers have committed, on average, to subscribe to subscriptions worth € 39 per month, or € 465 per year. Half (50%) of Europeans have subscribed to an entertainment service, which is by far the most popular choice followed by music (28%) and then fashion, beauty and shopping (19%). The growth of the on demand philosophy is particularly evident among younger consumers. 37% in the 18-24 age group increased the number of subscriptions subscribed while in the 25-34 age segment 43% and only 9% of the over 65s did so. In line with these data, it is not surprising that more young people spend more on subscription services. In the 18-24 age segment, on average, € 48 per month (€ 573 per year) is spent, while those over 65 spend less than half, at € 20 per month (€ 240 per year). In addition, the demand for digital subscriptions to so-called essential services is growing. 16% of Europeans intend to take out a subscription with a delivery service or with services related to health and drug supplies, one in ten (10%) with a bank. In the latter case, the choice on the part of consumers seems to be subordinated to the fact that users receive additional services from their bank. In the case of subscription to banking services, 31% would like a guaranteed refund of 10% on purchases as part of the offer and one fifth (21%) would like to add car insurance to the package. European movements is reduced. Italian consumers were more likely to take out a digital subscription for entertainment (52%) or music (28%). The female sample expressed their preference for services related to fashion, cosmetics and shopping, while the male one for subscriptions to gaming platforms. Entertainment is the industry with the best services and the greatest customer focus according to 37% of respondents. The most significant drivers in the subscription of online subscriptions are the freedom to be able to cancel them at any time without penalties (32%) and the opportunity to access the required services anytime and anywhere (31%). On the subject of bank subscriptions, the sample was asked about the services they would appreciate most as part of the subscription plan: 40% indicated a guaranteed cashback of 10% on purchases and 23% indicated car insurance, with prevalence by of the male share (27% vs 19%).