Two million mobile savvy Brits visit subscription boxes each quarter

Research from Hitwise, a division of Connexity, today reveals Brits are embracing the craze of subscription box services, surprise collections of products sent to consumers on a recurring basis, revealing a 155% year-on-year growth for subscription box site visits.


Today’s Hitwise report reveals a massive 2.2 million UK shoppers visit subscription box sites each quarter, most notably searching on the go, with almost half (47[i]%) of shoppers reaching for a mobile to investigate available offers.


160307_UK Mobile share visits_Final


Having analysed the UK profiles of these adopters, the Hitwise report revealed those visiting box subscriptions are most often females entering into the prime of their income earning and spending years, aged between 25 and 34 years old with above-average incomes.


Top subscription box shopping sites in the UK:


160307_Subscription Shopping Brands_full

Despite the disproportionate power of social media, multimedia and blogs for this category, search engines are still the most common referring source of traffic to today’s subscription box sites, with 30.6 per cent beginning their journey on a search engine.


Nigel Wilson, managing director at Hitwise says, “Whilst the subscription shopping category remains a niche market, the digitally savvy and social media-driven lifestyle of its audience has helped drive recognition and uptake. Given the dominance of mobile for subscription box site visitors, its critical marketers have a strong mobile strategy, as it’s likely that the first interaction with a subscription box shopper will be on a mobile device. Marketers must also ensure they are aligning their strategies to the common profile of subscription searchers, to help secure a greater click through frequency and likelihood.”

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