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  "documentTitle": "2019 Bond Cap Internet Trends 2019",
  "authorId": "BondCap",
  "authorName": "Mary Meeker",
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  "notes": "The slide highlights the importance of word-of-mouth and recommendations in subscription box acquisition.",
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      "text": "Bar chart showing reasons for trying new subscription boxes: Recommended by Someone (23%), Try Something New (22%), Financial Incentive (22%), Like the Product (12%), Like Subscription Model (11%), Flexibility to Cancel (10%)",
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      "text": "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 least $25 online in the past month. Of those, 607 (15 percent) had subscribed to at least one service over the past 12 months.",
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      "text": "Effective + Efficient Marketing = Can Be Recommendations",
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      "text": "E-Commerce – Reasons for Trying New Subscription Box",
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