9 in 10 Brits say cancelling subscriptions is harder than signing up, as focus turns to the ‘exit experience’
Nearly nine in ten UK consumers believe companies make it easier to sign up to subscriptions than to cancel them, according to new research from The Harris Poll UK, a Stagwell company, as regulators increase scrutiny of so-called “subscription traps”.
The findings, based on a survey of 1,000 UK adults, highlight growing scepticism about how subscription services are designed, with many consumers believing friction may be built into cancellation journeys.
With new laws expected to make it easier for consumers to exit subscriptions and avoid unwanted renewals, the data points to a widening gap between how subscription systems are perceived and how they operate.
Key findings include:
89% of consumers believe it is easier to sign up than to cancel
While experiences vary, 26% of recent cancellers found the process difficult
80% say a difficult cancellation leaves them with a more negative view of the brand
53% say they would be unlikely to return after a difficult cancellation experience
Common subscription frustrations include:
50% struggle to find how to cancel
40% cite too many steps
28% had to call due to no online option
30% say automatic renewal contributed to their difficulty cancelling
Despite 87% of consumers saying they feel in control of their subscriptions, the research suggests trust in how these systems are designed is less certain.
Perceptions are shaping trust
While a majority of consumers report being able to manage their subscriptions, the perception that cancelling is harder than signing up is widespread. This is critical, as trust is shaped not only by direct experience, but by what consumers believe happens behind the scenes.
As subscription services become more embedded in everyday life, these perceptions risk undermining confidence in the model.
Brands risk losing future loyalty
The data also highlights the commercial consequences of poor cancellation experiences. Four in five consumers (80%) say they would view a brand more negatively after a difficult cancellation, while more than half (53%) say they would be unlikely to return.
In contrast, where cancellation is straightforward, negative sentiment drops significantly, suggesting that the “exit experience” plays a crucial role in long-term brand relationships.
Sarah Beams, Managing Director at The Harris Poll UK, said:
“What we’re seeing is a shift in how consumers engage with subscriptions. People are increasingly moving between services based on content, value and experience, rather than committing long-term to a single provider.
That shift changes the role of retention. It’s no longer about keeping customers locked in, but about how easy brands are to deal with across the entire journey, as customers move in and out of services based on their needs. Brands that feel like they’re on the customer’s side, rather than putting barriers in the way, will be the ones people choose to come back to.
While new regulation will help address issues like missed renewals, it won’t on its own create positive exit experiences at scale. That remains a critical moment for brands to get right.”
A turning point for subscriptions
With subscription adoption already near-universal, the model is entering a new phase. Consumers are no longer passively subscribed but are actively managing, cancelling and switching between services based on value and experience.
As regulation reduces barriers to exit, the brands that succeed will be those that prioritise transparency, simplicity and trust throughout the entire customer journey, including how it ends.
ENDS
For press enquiries, please contact ukmarketing@harrispoll.com.
For further analysis of the latest data, read the article here: https://www.theharrispoll.co.uk/insights/blog/the-exit-experience-a-new-battleground-for-trust-in-the-subscription-economy
About The Harris Poll UK: The Harris Poll UK, a Stagwell company, is a leading market research and strategy consultancy helping the most recognisable organisations understand what matters most to their customers. Combining advanced digital research, behavioural science and proprietary real-time technology, we deliver insight at scale, analysing over one million surveys and 40,000 emotion data points each month.
From bespoke consultancy to continuous brand measurement, we help organisations understand how their brand is performing, where it stands against competitors and where it needs to go next in a fast-moving consumer landscape. By uncovering emotional drivers, unmet needs and emerging consumer trends, we support confident decision-making and help turn insight into meaningful competitive advantage.