As Seen On TV (ASOTV) and Home Shopping Network

Part
01
of five
Part
01

Demographics - Home Shopping Network Customers

HSN customers are aged between 30 and 64 years and are predominantly female. The average income of an HSN customer is around $65,000. More details have been outlined below.


AGE


GENDER


INCOME LEVEL


EDUCATIONAL LEVEL


MARITAL STATUS


LOCATION DATA



RESEARCH STRATEGY

In order to provide a demographic profile of HSN customers, we analyzed a range of sources, predominantly third-party reports that focus on the shopping network. In order to answer some parts of the query, we relied on the assumption that QVC and HSN customers are similar in terms of demographic profiles, because direct, reliable data specifically pertaining to HSN wasn't available. This assumption has been supported by the fact that QVC and HSN have been direct competitors prior to merging together.


Calculation

In order to provide our estimation of HSN customer age demographics, we calculated the average demographic between QVC and HSN, led by the assumption that HSN customer age demographic has changed since it's merged with QVC, as follows:

HSN demographic age range: 25 – 65 years
QVC demographic age range: 35 – 64 years

[25+35]/2 = 30
[64+65]/2 = 64.5

Therefore, the estimated age demographic of Home Shopping Network customers is between 30 and 64.5 years of age.


Part
02
of five
Part
02

Demographics - As Seen On TV (ASOTV) Customers

There is no evidence that demographic details for gender, marital status or the geographical location of ASOTV customers are available in the public domain. Demographics requested for age, income and education are available, in addition to ethnicity, parent, location by country and time of day people shopped.

REQUESTED DEMOGRAPHICS FOR ASOTV

Age

  • Under 24 group make up 11.95% of the customer base.
  • Shoppers between 25-34 make up 11.95% of the customer base.
  • Shoppers between 35-44 make up 13.84% of the customer base.
  • Shoppers between 45-54 make up 15.72% of the customer base.
  • Shoppers between 55-64 make up 20.75% of the customer base.
  • Shoppers over 65 make up 25.79% of the customer base.

Income

  • Shoppers who earn under $20k make up 16.09% of the customer base.
  • Shoppers who earn between $20k-40k make up 15.95% of the customer base.
  • Shoppers who earn between $40k-60k make up 15.09% of the customer base.
  • Shoppers who earn between $60k-80k make up 15.09% of the customer base.
  • Shoppers who earn between $80k-100k make up 12.93% of the customer base.
  • Shoppers who earn between $100k-125k make up 12.79% of the customer base.
  • Shoppers who earn over $125k make up 12.07% of the customer base.

Education

  • Shoppers who have not completed college make up 40.07% of the customer base.
  • Shoppers who have completed college make up 32.45% of the customer base.
  • Shoppers with Advanced Degrees make up 27.48% of the customer base.

OTHER DEMOGRAPHICS FOUND

Ethnicity

  • African Americans make up 26.95% of the customer base.
  • Asians make up 20.49% of the customer base.
  • Caucasians make up 27.76% of the customer base.
  • Hispanics make up 24.80% of the customer base.

Parent

  • People with children make up 42.86% of the customer base.
  • People without children make up 57.14% of the customer base.

Location by Country

  • Website visitors from the USA make up 74.27% of the customer base.
  • Website visitors from China make up 10.74% of the customer base.
  • Website visitors from Hong Kong make up 2.38% of the customer base.
  • Website visitors from Canada make up 1.64% of the customer base.
  • Website visitors from France make up 1.14% of the customer base.

Time of Day

  • Morning is when 15% of the customers shop.
  • Noon is when 19% of the customers shop.
  • The afternoon is when 37% of the customers shop.
  • The evening is when 23% of the customers shop.
  • Late night is when 7% of the customers shop.

Research Strategy

Research included websites providing demographic data for a wide range of industries such as SimilarWeb and Semrush, but the missing demographic specific to ASOTV is not present. In addition, research included several website analyzers including HotJar, Google Trends, Alexa, and Visual Visitor. However, none of the information we found on the "As Seen On TV" website was helpful. Then we went directly to the website for both the store and the corporation, hoping to find some information that could be used to triangulate an answer. For example, the total number of American visitors could have been used with the state population to determine a percentage per state. However, we did not find any information on either site.

Calculations

Some demographics were presented as raw numbers and some were presented as percentages.
In order to maintain consistency, when demographics were provided as raw numbers, percentages within the group were calculated.
For example, parent numbers were presented as
Has Kids 87
No Kids 116
The total number of customers was 203.
Have kids became 87/203 = 42.86%
No kids became 116/203 = 57.14%
All calculations are shown on this spreadsheet.


Part
03
of five
Part
03

Psychographics - As Seen On TV (ASOTV) Customers

As Seen on TV (ASOTV) customers are seeking solutions to problems. Millennials are heavy users of social media like Instagram and are looking for products to fill an urgent need or desire, whereas the older generations are still receptive to television advertising. The pyschographics including their buying habits, values, other followed brands and social media habits of ASOTV customers are described below.

BUYING HABITS

VALUES

  • ASOTV customers have an average of $12.88 brand spend per basket, and a median total basket spend of $43.80.
  • Most products solve a problem and fall into the impulse buy price point of $9.99 to $19.99. The industry is credited with creating a problem the audience didn't know they had and offer an immediate solution.
  • Eighty-three percent of Millennials sleep with their phones.
  • Consumers visited an average of 4.12 pages per visit and spent an average of 3 minutes and 40 seconds per visit.
  • Of all website visits, 36.79% used my.nortonshopping to protect their personal information while shopping online.
  • As Seen on TV customer interests include E-commerce and shopping, arts and entertainment, news and media, finance including banking credit and lending. In addition to the ASOTV site, customers visited sites where they could download movies, TV shows, and game soundtracks, Instacart for grocery delivery service, and TripAdvisor.
  • ASOTV customers search for topics such as news, retail stores, department stores, travel, and comments.
  • Millennials are a lot less likely than their parents to shop in department stores, and as a group spend more around 3 hours on their phones making them prefer a mobile shopping experience. They also consider themselves too savvy for marketing.
  • Modern consumers have become empowered consumers and have a set of tools that they use to remove ad viewing, selectively accept ads, and rebelled against untargeted and disruptive ads online and offline. Consumers prefer more rich brand experiences.
  • Middle-aged adults that are not in their phones like Millennials are still receptive to TV advertising.

OTHER BRANDS FOLLOWED

  • Other brands followed by ASOTV customers are Amazon, New Easy (an ASOTV brand). Prior to visiting the ASOTV brand, customers visited Raymond Times, find.tips.today, and ontelcatalog.

SOCIAL MEDIA HABITS

  • Instagram ads find a balance for a generation of Millennials that mock infomercials and fast-forward through TV ads. Some have even been quoted as stating they laugh at all Instagram ads until they actually buy it.
  • It is stated that Millennials grew up suspicious of the world and do not want to be "messaged" at as they are wary of others telling them "who they are or what they want". Instagram silently portrays a brand to them, significant considering 83% of Millennials sleep with their phones. Instagram customer is comfortable seeing a product and then immediately purchasing it and has higher immediate conversion success than other web advertising including Facebook.
  • Social media is used by 81% of people in the US and 40% of people around the world making it a powerful influencer on customers like ASOTV. Instagram's shoppable posts allow consumers to purchase directly without leaving the site and the platform added a Shopping tab, Facebook's Marketplace is used by more than 800 million people, and 55% of Pinterest visitors are looking for and shopping for products.
Part
04
of five
Part
04

Psychographics - Home Shopping Network (HSN) Customers

Other brands followed by the consumers of HSN include QVC, Happy Place home products, and Beekman 1802, etc. Beekman 1802 has a following of more than300,000 "neighbors." QVC has over 100 million broadcast media followers. HSN community members are savvy shoppers, and also appreciate apparels and beauty brands. Some best-selling kitchen products/brands recently followed by HSN consumers based on user review include the Curtis Stone Dura-Pan Nonstick Square Grill Pan, and Griddle Pan, etc.

BUYING HABITS

  • HSN community members are savvy shoppers.
  • Most followers/consumers of HSN are Millennials, and their parents who are Baby Boomers.
  • About 30% of Baby Boomers value mobile coupons used to redeem during a retail store purchase, while 32% research products online before buying.
  • Approximately 59% of Baby Boomers reveal that newspapers and magazines play an instrumental role in initiating their consumer product research.
  • About 77% of Baby Boomers purchase items based on their value while 42% purchase due to an in-store positive experience. About 42% make choices based on price.
  • Baby Boomers are the top spenders across all product categories. However, they are targeted by 5-10% of marketing efforts.
  • For 20 years from 2017, the spending of Boomers is projected to increase by 58% and reach $4.74 trillion.
  • About 62% of Baby Boomers have their best experience in a brick-and-mortar store during the purchase of a product, while 19% prefer an online-only retailer.
  • About 86%of boomers join a brand loyalty program to get points and rewards while 71% join to get better deals.
  • Millennial consider discounts to be of substantial value. About 66% of them are willing to switch brands when offered a minimum of 30% discount.
  • Ironically, about 60% of Millennial indicate their loyalty to brands they are currently purchasing from when treated well with a customer-centric experience. To ensure continued allegiance from Millennials, companies add loyalty programs to custom discounts and engage in active courtship.
  • A majority of Millennials have below $1,000 as their savings accounts balance, and a substantial number have no savings. Millennials have lower credit card debts and car purchases when compared to previous generations. Over 65% of Millennials do not own a credit card.

VALUES

  • Most followers/consumers of HSN appreciate video commercials. They consume a lot of video through HSN.
  • Insights uncovered from a survey of 285 consumers older than 60 years who watch TV home shopping channels reveal that older consumers have experienced and appreciate loneliness.
  • Millennials and their parents (Baby Boomers) are followers of HSN and similar brands. Baby Boomers have high regard for social media platforms.
  • About 39% of Baby Boomers value/regard same-sex married while 70% of Millennials respect same-sex marriage.
  • A significantly lower percentage (17%) of Baby Boomers don't identify with any religion when compared to Millennials (36%).
  • About 90% of boomers are married, and 49% had married while aged between 18 and 33.
  • Baby Boomers are two times more likely to launch a business when compared to Millennials. There is a probability that an older business owner (boomer) started the business he/she currently manages. The possibility of this scenario to occur is 0.35 (probability) or 35% chances.
  • About 66% of Baby Boomers feel that preserving social security as well as medicare is more important than lowering the deficit.
  • Baby Boomers get their news from local television (60%), Fox News (47%), and NBC News (47%).
  • Millennials value social responsibility and environmental sustainability when considering what to purchases. They often choose to follow their instincts or those of their peers and are wary of financial advice from parents and professionals. Millennials prefer personal connections with people managing their money.
  • About 54% of Millennials want to start a business or have already started one. Many Millennials have idolized innovative entrepreneurs such as Steve Jobs and Mark Zuckerberg.
  • About 43% of Millennials have value for authenticity over content in almost every context.
  • Home shopping channel consumers appreciate apparel collections. Following the HSN-QVC merger, home shopping channel consumers in the United States following HSN products also follow QVC.

OTHER BRANDS FOLLOWED

  • Some top kitchen products/brands recently followed by HSN consumers based on user review include the Curtis Stone Dura-Pan, Nonstick Square Grill Pan and Griddle Pan, the DASH 1450-Watt 10-Liter Air Fryer Oven, and the Curtis Stone Dura-Pan Nonstick 8" Frypan.
  • The brand Beekman 1802 has a following of more than300,000 "neighbors." Beekman 1802 brought some generations of "Millennials and their parents" to HSN via appealing multi-category luxury retail products. Beekman 1802 has 22,000 followers on Twitter.
  • Millennial and Gen Z consumers are the followers of HSN, and other brands like the QVC debuted Beauty IQ.
  • HSN broadcasting has a video broadcast followership of 95 million across the United States, while QVC has 100 million. The homes reached by QVC broadcast are over 40 million. QVC has 3,051,457 likes and 2,885,813 followers on Facebook.
  • QVC has a followership of 145,400 on Twitter.

SOCIAL MEDIA HABITS

  • Consumers of HSN and other similar brands are devoted to social media. HSN has 1,245,696 followers on Facebook and 82,600 followers on Twitter. Significant of its followers love for social media.
  • Millennials who are consumers of HSN and other brands like the QVC spend a large percentage of their time on social media.
  • About 51% of Millennials spend almost all their time surfing through the internet using a smartphone, while 53% of Millennials agree that they can't do without social media mobile apps. Approximately 48% of Millennials often subscribe to a streaming video service.
  • Millennial (about 47%) participate in video sharing, while 41% utilize a GPS map service. Facebook is the most utilized social media platform among Millennials, followed by Instagram, YouTube, LinkedIn, Pinterest, Snapchat, and Twitter, in the listed order.
  • Gen Zers have Gen X parents, while Baby Boomers bore millennials. The parents of Millennials (Baby Boomers) also follow HSN and similar brands. Baby Boomers have high regard for social media platforms.
  • About 82% of boomers that utilize the internet possess at least one active asocial media account. On average, they have 4.6 accounts on various social media platforms, with Facebook and LinkedIn being the leading platforms.
  • About 8% of United States Instagram users are aged 55 years and older and use the photo-sharing apps several times daily. Approximately 19% of boomers are more likely to engage in video sharing than any other generation.
  • At 62%, YouTube is the most preferred platform among boomers with Facebook coming second at 43%.
  • About 36% of Baby Boomers visit online video websites, about 31% forward videos or video links, and 22% post videos on social media.

RESEARCH STRATEGY

The research reviewed HSN Community publications such as HSN Community and Arcade, etc. The research examined the psychographics of Home Shopping Network customers. The study also reviewed their buying habits, values, etc. This strategy revealed that HSN community members are savvy shoppers. A review of the social media habits and other brands followed failed to uncover helpful insights. HSN community publications did not uncover such niche details. The study also investigated the blogging pattern, topics of interest, etc., of HSN customers. The giveaways that attract them to HSN were also reviewed. Insights revealed that to participate and learn more on the HSN community, sign up/setup is required. There were no details open to the public.

The research also reviewed entertainment industry media publications such as Hollywood Reporter for other brands followed by Home Shopping Network consumers. This procedure revealed that top brands in the fashion, tech, sneakers, toys, and collectibles industries are most likely the brand followed by viewers of home shopping channels. Attempts to uncover the names of the brands probably followed by these consumers failed to uncover specific brands. The study published by Hollywood Reporter in 2017 disclosed that it was "too early to name names" during that period. A review of brands collaborating with Hollywood to air home shopping channels such as Home Shopping Network (HSN), etc., was futile.

The study also reviewed credible consumer network archives such as Racked and historical articles by Corporate HSN, etc. The study investigated brands that have been followed by HSN customers, observed values of HSN consumers, etc., failed to uncover robust information. This strategy revealed that Millennials were significant consumers of QVC in 2016. Corporate HSN also recently published that Millennials and their parents are followers of HSN and Beekman 1802. Brands followed by HSN consumers were found to include Happy Place home products, Beekman 1802. Uncovered insights were not detailed to write a robust psychographic profile.

Scholarly and credible academic publications such as articles of the International Journal of Retail & Distribution Management, etc., were studied. This strategy involved an investigation to uncover the "social-compensation" motives and media consumption values of TV home shopping channel customers, including Home Shopping Network (HSN) customers. Other brands of interest were also investigated. Uncovered insights were based on a sample of about 285 consumers that were 60 years old and above, who watched a TV home shopping channel. The strategy revealed that older consumers have experienced and appreciate loneliness. There was no insight specific to HSN consumers.

There is limited information available to the public on the psychographics of Home Shopping Network customers. The study also reviewed a few publications older than the usual 24-month credibility range such as Racked, etc. A review of the profile of HSN consumers shows that women have been significant viewers of HSN. They appreciate apparel collections. Following the HSN-QVC merger, home shopping channel consumers within the United States following HSN products also follow QVC.

An investigation across several resources, including Vision Critical web, revealed that Baby Boomers are the parents of Millennials. The study has researched various psychographics of HSN consumers (Millennials and their Baby Boomer parents).
Part
05
of five
Part
05

Home Shopping Network and As Seen On TV - Best Selling Kitchen Tools

The four best selling kitchen tools/gadget products on the Home Shopping Network (HSN) are Kitchen HQ Mighty Prep Chopper and Whipper, Curtis Stone Set of 3 Silicone Trivets, Curtis Stone Dual-Sided Chop and Mash, and Curtis Stone Countertop Lid Rest. The four best selling kitchen tools/gadget products on As Seen On TV (ASOTV) are RoboTwist, Deli Pro Kitchen Knife, Ready Sharp, and Reheatza Microwave Crisper.

BEST SELLING KITCHEN TOOLS/GADGETS PRODUCTS ON HOME SHOPPING NETWORK (HSN)

BEST SELLING KITCHEN TOOLS/GADGETS PRODUCTS ON AS SEEN ON TV (ASOTV)

  • RoboTwist is an automatic jar opener. It is compact and portable, easy to use, and fits all standard jar sizes. The sale price for RoboTwist is $19.95.

Research Strategy

The above lists were built by sorting the products lists of the subject websites (ASOTV and HSN) by "bestselling" and then manually filtering those results for products under $20.


Sources
Sources