Customer Psychology
Understanding the drivers behind subscription duration choices.
Decision Factors Radar
Comparing psychological drivers across durations
- Weekly
- Monthly
- Annual
The Weekly Subscriber
"I want to try this out without being locked in."
- Prioritizes flexibility above all else
- Low trust in long-term value initially
- Willing to pay a premium for the ability to cancel anytime
The Monthly Subscriber
"I like this app, but I'm not ready to marry it."
- Balances flexibility with better value than weekly
- Often in an "evaluation phase" for longer commitment
- Highest reactivation rates among all segments
The Annual Subscriber
"I'm committed to my goals and want the best deal."
- Driven by value for money and savings
- High trust in the app's utility
- Focused on long-term outcomes (e.g., fitness, learning)