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Potential Subscribers to Digital Publications Want an Easier Way Out

November 1, 2023

A study of 1,000 U.S. consumers found that almost two-thirds of respondents would be more likely to subscribe to digital publications if cancelling was an easier process. An even higher number -- 77 percent -- of participants would support a mandatory one-click cancellation law like the one currently proposed by the Federal Trade Commission. Other findings in the analysis by Toolkits and National Research Group include:

• Slightly more than half of those surveyed reported having some level of difficulty the last time they wanted to cancel a digital subscription.
• Easier cancellation procedures might help publishers increase conversions and revenue.
• Consumers increasingly value transparency, and complicated subscription cancellation policies may erode publishers' editorial credibility.
• Easier cancellation might give publishers more insight into who values their products and why, allowing better targeting of content to subscriber interests.

Read more about the Toolkits and National Research Group study here.
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