Data point for subscription pricers (default to annual)

The other day I learned of a situation where a company significantly changed their customers’ behavior by changing the default on their subscription check-box.

The original subscription web site offered both annual and monthly subscriptions with the default value of monthly being selected.  They had about 11% of their subscribers sign up with annual subscriptions.

They changed the web site so the default selection was annual.  Now 33% of their subscribers sign up with annual subscriptions.  Pretty impressive effect.

One reasonable explanation is that many consumers are relatively indifferent between the options and are swayed by the default selection.  Another explanation is that the consumers didn’t even notice that they had a choice.  Regardless of the explanation, a much larger portion of the customers made a larger commitment simply because the company changed which choice was selected as the default.

Do you have any other examples similar to this?