Subscription Memberships & Bundling: Shopping, Video, Gaming, Mobile

Consumers are increasingly making use of membership programs to acquire and access home and personal services spanning from retail, grocery, and home delivery, to streaming services, gaming, transportation, and many more.

Providers of these lifestyle memberships are in a unique position to bundle their offerings with other membership services and services to the home to onboard members, add value to the offering, and deepen their engagement with their customers. At the same time, tech giants, retailers, telcos and others are emerging as subscription aggregators -- and competing for these membership services.

This study examines consumer adoption of paid membership programs, spending on memberships, and interest in new bundled services. It identifies perception of value and consumers' willingness to move between internet and mobile service providers to access new bundled services.

ABOUT THE AUTHORS:

Jennifer Kent, Vice President, Research.

INDUSTRY EXPERTISE: Connected Health, Connected Home Technologies and Services, Connected Entertainment Products and Services.

Jennifer manages the research department and Parks Associates' process for producing high-quality, relevant, and meaningful research. Jennifer also leads and advises on syndicated and custom research projects across all connected consumer verticals and guides questionnaire development for Parks Associates' extensive consumer analytics survey program. Jennifer is a certified focus group moderator, with training from the Burke Institute.

Jennifer earned her PhD in religion, politics, and society and an MA in church-state studies from Baylor University. She earned her BA in politics from the Catholic University of America in Washington, DC.

Yilan Jiang, Senior Director of Consumer Analytics.

Yilan leads Parks Associates' Consumer Analytics team and manages numerous primary research and custom research across all areas of the consumer IoT, including consumer electronics, entertainment services, voice assistants, and connected home solutions. Yilan conducts consumer behavior analysis to understand market trends, predict consumer demand, and provide quantified market intelligence that guides strategic business decisions. Yilan leads research that provides rich insight into consumer preference and deep analysis of competitive strategies and business models.

Yilan earned her MA in economics from University of Texas at Arlington and BA in economics in Nankai University, P.R. China.

Sharon Jiang, Consumer Insights Manager .

Sharon Jiang is a member of the Consumer Analytics team. She analyzes different kinds of consumer data to extract critical findings of market trending and consumer behavior. She also contributes to the visualization of information to construct consumer reports. In addition, she leads the communication process with venders to provide cost estimates for custom surveys.

Ross Rubin, Sr. Contributing Analyst.

Ross Rubin is a contributing analyst at Parks Associates and the founder and principal analyst at Reticle Research Ross has focused on innovation in the technology, media and telecom markets for over 20 years. Prior to founding Reticle Research, he was executive director and principal analyst at The NPD Group. Prior to NPD, he founded and managed the consumer access and technology service at Jupiter Research (acquired by Forrester Research), where he served as vice president and chief research fellow. He has contributed to and been quoted by leading publications and media outlets hundreds of times. Ross is a graduate of Cornell University.