Hot For Home Shopping! 2016

January 15, 2018 9:03 pm Published by

Boasting a diverse, ever-growing array of products and the starting point for some of today’s hottest brands, home shopping is a $13B a year (and growing) powerhouse.  Beauty products represent about ___% of all products sold at QVC, HSN, and EVINE, that’s more than $2B in sales per year. To find out about today’s home shopping beauty consumer and how she interacts with and uses this mega-force, we asked 1,200 home shoppers to talk all things QVC, HSN, EVINE (and more!) with us.

Home shopping consumers span all ages…

  • QVC’s most engaged consumer is married and between 40-60 years old
  • HSN: 25-54
  • EVINE: 35+

Her main reasons for home shopping? 

  • 58%: has the best value for the price
  • 57%: convenient
  • 49%: sells brands I know and trust
  • 46%: offers great prices on prestige products

What compels her to purchase via home shopping?

  • 84%: the product was a customer “top rated” pick
  • 67%:  exclusive offers or special deals
  • 52% of women made their very first home shopping beauty purchase because price and payment plans were attractive

In the past 6 months, home shopping beauty buyers have:

  • Looked for deals (56%)
  • Surfed for ‘new arrivals’ (45%)
  • Been swayed to purchase by a daily deal (40%)

She demands proof!

  • 95% look for positive online product reviews before purchasing a beauty product
  • 93% of women look for efficacy claims
  • 78% say consumer claims are the most compelling (from women with similar skin concerns)
  • In fact, 58% of women chose products based on consumer claims!

Show and tell! She regularly tunes-in to her favorite home shopping network to:

  • See/hear how product work/what they do (67%)
  • See the product demonstrated (64%)
  • Learn about new brands/products on the market, and to see/hear about product offerings (59%)

She shops home shopping online:

  • 70% of women shop via, 60% at
  • 41% visit home shopping websites weekly
  • 81% use a home-computer when shopping home shopping websites
  • 51% a smart phone and 39% an iPad or tablet
  • 34% stay on your site between 21-40 minutes

When she finds a new product on a home shopping site, she’s…:

  • Checking out product reviews (89%)
  • Price shopping by checking competing retailer websites (78%)
  • Reading product reviews on the home shopping website (66%)
  • Searching online for coupons or for in-store specials (56%)

Color cosmetics are her #1 home shopping beauty purchase!

  • 73% of consumer purchases are color cosmetics
  • 38% of women purchase eye makeup
  • 31% foundation/bronzer/concealer
  • 23% lipstick/gloss and beauty tools

Other products she is purchasing include:

  • 65% are bath and body products
  • 55% are skincare, chiefly anti-aging products
  • 38% fragrance and shampoo/conditioner
  • 35% hair tools
  • 33% skin devices
  • And 27% nail products

Based on an original survey of 1,238 US women ages 18+, conducted in June 2016.

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