报告：所有权时代的的终结（英）-37页_1mb

The End of Ownership Report Summary

Core Content

This report highlights the global shift from ownership to usership, driven by the Subscription Economy®. It presents findings from an international survey of twelve countries, showing how consumer preferences are evolving toward subscription-based models that offer convenience, customization, and access to services without the burden of physical ownership.

Key Findings

• Ownership Fatigue: Consumers are increasingly moving away from ownership, preferring access to services over physical products.
• Subscription Growth: The number of international adults with subscriptions has increased significantly from 71% in 2018 to 78% in 2020.
• China as a Leader: China leads in subscription adoption, with 89% of adults having subscriptions in 2020, up from 78% in 2018. The average number of subscriptions per person also increased.
• Top Benefits of Subscriptions:
  • Convenience (42%): Access to services anytime, anywhere.
  • Cost Savings (35%): Pay only for what is used.
  • Variety (35%): Try different products/services without long-term commitment.
  • Access to Latest (31%): Always stay updated with new offerings.
  • Sustainability (76%): Feel good about environmental impact through reduced ownership.

Main Trends and Industries in the Lead

• Grocery and Meal Delivery: Grocery subscriptions saw a surge in interest, especially in China and the U.S. Meal delivery services also gained traction, with increased interest in Australia, France, and the Netherlands.
• Streaming Services: TV/movies and music subscriptions remain highly popular, with notable growth in China, Spain, and New Zealand.
• News and Information: Consumers are willing to pay for news, especially in China, where 41% showed interest in news subscriptions.
• Software and Digital Storage: Subscription models are becoming critical in software and storage, with companies like Zoom experiencing significant growth during the pandemic.

Consumer Preferences

• Customization and Flexibility: Consumers want personalized experiences and the ability to upgrade, downgrade, or cancel services based on their needs.
• Usage-Based Pricing: 72% of international adults prefer paying for what they use rather than flat fees. China leads in this preference at 87%.
• Exclusive Access: 69% of international adults appreciate exclusive content/products/services available through subscriptions.

Business Implications

• Adaptation is Key: Companies must adapt to the new subscription landscape to avoid being left behind.
• Seamless Experience: A customized and seamless subscriber experience is essential to building long-term relationships with consumers.
• Best Practices: Usage-based pricing is a critical component, but companies should balance it with other models to maintain revenue predictability and customer satisfaction.

Methodology

The survey was conducted by The Harris Poll on behalf of Zuora, involving international adults across twelve countries. It provides a comparative analysis of consumer preferences from 2018 to 2020, highlighting the acceleration of the shift to usership.