We’re all at home, so services that bring the gym or restaurant to us should be booming, right? Resonate CMO Ericka McCoy dug into the data in a recent Total Retail article.

21% of Virtual Gym Members Likely to Cancel 

Some retail behaviors shifts due to COVID-19 were predictable: a decrease in restaurants and in-person shopping, an increase in online grocery orders and takeout. Other shifts, however, are slightly less intuitive.  

One might expect that as gyms have closed, virtual workout services would see a huge uptick in subscriptions. As McCoy wrote in Total Retail, the data shows something else: 21% of virtual gym members say they’re likely to cancel their membership in the next 90 days. 

Additionally, only 10% of consumers say they’re more likely to start a subscription to a meal delivery kit in the next 90 days. 

Consumer Behavior is Rapidly Shifting and Brands Need a Customized Approach 

We know consumer behaviors are drastically shifting and each brand must evaluate a customized path forward that aligns with the values that drive their customers’ decision making. 

To uncover consumer motivation, Resonate launched a 100-plus question survey of 5,000 U.S. consumers that provides new insights into how the ongoing COVID-19 outbreak is fundamentally changing the buying habits of American consumers. Those insights are available in Understanding U.S. Consumer Sentiment During the Coronavirus Pandemic. 

Read the full article on subscription insights here.