Most important factors considered when choosing a subscription service among consumers in the Asia-Pacific region as of July 2025, by country or territory
Characteristic
China
Hong Kong
Indonesia
India
Japan
South Korea
Malaysia
Philippines
Singapore
Thailand
Taiwan
Vietnam
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Original question: "Which of the following factors do you consider the most before subscribing to a service? (choose up to 3 of the most relevant answers)"
Number of respondents in:
China: 2,649;
Hong Kong: 1,786;Â
Indonesia: 7,747;Â
India: 16,184;
Japan: 415;
South Korea: 2,341;Â
Malaysia: 7,216;Â
Philippines: 5,175;
Singapore: 2,183;
Thailand: 7,830;
Taiwan: 5,526;
and Vietnam: 1,922.
Citation formats
Leading factors considered when choosing a subscription service APAC 2025, by country
According to a survey conducted by in the Asia-Pacific (APAC) region in July 2025, the majority of respondents across markets in the region identified as one of the most important factors when deciding to subscribe to a service. In addition, customer reviews, customer service, free trial offers, product features, and brand reputation were among the top considerations for consumers choosing subscription services in APAC. Notably, ** percent of respondents in Vietnam cited * among their top three considerations.
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Rakuten Insight. (September 8, 2025). Most important factors considered when choosing a subscription service among consumers in the Asia-Pacific region as of July 2025, by country or territory [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 31, 2026, from /statistics/1623879/apac-factors-influencing-subscription-decisions-by-country/
Rakuten Insight. "Most important factors considered when choosing a subscription service among consumers in the Asia-Pacific region as of July 2025, by country or territory." Chart. September 8, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 31, 2026. /statistics/1623879/apac-factors-influencing-subscription-decisions-by-country/
Rakuten Insight. (2025). Most important factors considered when choosing a subscription service among consumers in the Asia-Pacific region as of July 2025, by country or territory. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 31, 2026. /statistics/1623879/apac-factors-influencing-subscription-decisions-by-country/
Rakuten Insight. "Most Important Factors Considered When Choosing a Subscription Service among Consumers in The Asia-pacific Region as of July 2025, by Country or Territory." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 8 Sep 2025, /statistics/1623879/apac-factors-influencing-subscription-decisions-by-country/
Rakuten Insight, Most important factors considered when choosing a subscription service among consumers in the Asia-Pacific region as of July 2025, by country or territory ÌÇÐÄÆƽâ°æ, /statistics/1623879/apac-factors-influencing-subscription-decisions-by-country/ (last visited July 31, 2026)
Most important factors considered when choosing a subscription service among consumers in the Asia-Pacific region as of July 2025, by country or territory [Graph], Rakuten Insight, September 8, 2025. [Online]. Available: /statistics/1623879/apac-factors-influencing-subscription-decisions-by-country/
