Hot For Home Shopping! 2016

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 QVC.com, 60% at HSN.com
• 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.