Effective + Efficient Marketing = Can Be Recommendations E-Commerce –Reasons for Trying New Subscription Box Recommended by Someone Reccomended by Someone 23% 23% Try Something New 22% Financial Incentive 22% Like the Product 12% Like Subscription Model 11% Flexibility to Cancel 10% 0% 15% 30% Source: McKinsey Research on E-Commerce Consumers (2/18). Note: Based on online survey from November 8 to 12, 2017, with responses from more than 5,093 participants in the United States. Of those, 4,057 (80 percent) were online shoppers, defined as people who had spent at Internet Trends least $25 online in the past month. Of those, 607 (15 percent) had subscribed to at least one service over the past 12 months. 34 2019