QVC says its "viewership levels have remained stable," despite reports that its TV viewership is down. Some argue it's the jewelry offerings that have kept their signal strong. Regardless, the company says that for years it has taken matters into its own hands by moving into the digital world. This November, QVC celebrates its 30th year since its first broadcast, with programming still continuing in front of a live audience. So who are these people keeping home shopping networks afloat?
Could it be people who just love to shop via their TV like they always have? Are they your grandma, who just enjoys the UPS guy showing up on her doorstep? Multiple platforms, eh, including mobile? Years ago customers could text QVC to purchase items. Then followed mobile-optimized websites, then apps for shopping. Think about the demographics of the hosts. There is a wide variety of products, just with clothes.
I is trying to attract younger, thinner women who buy into the "elegance" of Lisa Robertson. Why are the TSVs always electronic or appliances on the weekends? More men are home to confrim the purchase.
Agree that talk of the Hamptons and money are targeted at people that don't go to the Hamptons or shop in designer stores. The explosion of easy pay the past couple of years is targeting people who maybe can't pay up front for the items. The payments can pile up fast, especially for those that carry a balance on their credit cards. This reminds me of the theory that lotteries are a tax on people that can't do math. Pas has the best reply.
QVC tries to appeal to a wide range of people from Gold Violin-type items to vigorous workout DVD's and expensive make-up and beauty items. Definitely not people with money or working mothers. People with money go to their jeweler for fine jewelry, the high end department stores or local boutiques which cater to them. They don't buy electronics at QVC either.
As for working mothers, they have no time to sit and watch QVC. Economists say those of us over 50 have more spendable income. It would make sense the Q would cater toward that demographic. I would think, based on most of the merchandise, that QVC's largest audience is the baby boomers. They have more disposable income and are probably home more too. I think I read somewhere that a large percentage of their orders are online too.
I think the target is women in their 50s and 60s with a significant amount of discretionary income. They have been shopping with QVC for years and it has become a habit. They are not interested in comparison shopping and believe they are getting high quality "designer" looks from SG, IM, Linea, etc.
This target audience also likes to try different beauty products with cost not a big consideration. Browse our new arrivals. Privacy Statement General Terms of Use.
QVC is not responsible for the availability, content, security, policies, or practices of the above referenced third-party linked sites nor liable for statements, claims, opinions, or representations contained therein. QVC's Privacy Statement does not apply to these third-party web sites. Channels Browse All. If any of them do gain traction, they could threaten the value of that million home reach. A new app, currently in beta in the U. The world is shifting to what we do.
As we see others copy what we do, it motivates us to move that much faster to expand our leadership. Before he took the job, he was put off by what felt like a dated concept even then, but was won over by its connection with customers and the way it sent units flying out the door. Its biggest problem? An aging audience. The most important statistics. Further related statistics. Further Content: You might find this interesting as well. Learn more about how Statista can support your business.
Qurate Retail Group. February 26, Number of customers of QVC Inc. In Statista. Accessed November 12, Statista Inc.. Accessed: November 12,
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