Abstract
Television shopping and, more recently, the Internet have transformed shopping for many Americans, letting time-pressured consumers shop from home with new levels of convenience. Mintel examines this important retail channel, analyzing industry trends, consumer demographics, sales data, and Mintel' s custom consumer research. Specifically, this report examines:
- Increasing integration between Web, catalog, television shopping and in-store retail channels
- Key customer groups and demographic trends that will impact the audience for home shopping
- The impact of shipping costs and tax rules on home shopping
- Industry revenue data by channel, along with growth trends and types of products typically sold
- Promotions and innovative merchandising features used by key players
- Extensive consumer survey data revealing insights such as the popularity of different home shopping channels and spending on various types of products
This report also discusses future industry trends, providing readers with insights to help guide business strategies.
The following industries are covered in this report:
- Direct-to-consumer website sellers, including online-only retailers; retailers who sell through Websites as well as other channels; and manufacturers who sell directly to the public through their websites
- Home shopping channels such as QVC and HSN
- Print catalog sellers, whether selling exclusively through catalogs or through multiple channels
This report excludes auction websites, television infomercials, television direct response advertisements, and direct mail offers.
Table of Contents
- Scope and ThemesWhat you need to know
- Definition
- Abbreviations & terms
- Abbreviations
- Terms
- Executive Summary
- An increasingly integrated world
- Strong growth thanks to an e-commerce boom
- Higher costs in an uncertain economy
- TV shopping seeks to expand its base
- Online marketing provides the edge
- Different behavior for different audiences
- Shoppers mix and match channels
- Shipping, security issues discourage some
- E-commerce continues to lead the way
- Market Drivers
- Summary of market drivers
- Increasing integration between direct and retail channels
- Internet and broadband penetration
- Figure 1: U.S. households with broadband and dial-up access, 2003-07
- An aging population
- Figure 2: U.S. population, by age, 2001-11
- Shipping and taxes
- Rising paper costs and environmental concerns
- High retail labor costs--fewer assistants--lower service levels
- Rising gas costs and an uncertain economy
- Figure 3: Average U.S. gas prices, 2002-07
- Security
- Market Size and Trends
- Figure 4: Home shopping revenues*, 2002-07
- Figure 5: Graph: Home shopping revenues*, 2002-07
- Figure 6: Retail revenues (excluding non-store), 2002-07
- Figure 7: Home Shopping and Retail, Store Revenues, 2005 and 2007
- Market Segmentation
- Overview
- Figure 8: Home shopping revenues, by channel, 2005 and 2007
- Figure 9: Home shopping revenues, by channel, 2001-07
- Mail order/catalog
- Figure 10: Mail order/catalog sales, 2002-07
- Figure 11: Mail order and other home shopping revenues (excluding e-commerce), by product category, 2005
- E-commerce
- Figure 12: E-commerce sales, 2002-07
- Figure 13: E-commerce revenues, by product category, 2005
- TV Shopping
- Figure 14: TV shopping sales, 2002-07
- Figure 15: Top product categories purchased on home shopping networks, 2005
- Industry Overview
- Catalogs
- Figure 16: Top ten catalogers*, by revenue,** 2006
- Industry trends and innovations
- E-commerce
- Figure 17: Most popular e-commerce sites, by traffic, December 2006
- Industry trends and innovations
- TV shopping
- Figure 18: Top TV shopping channels, by revenue, 2001-06
- Industry trends and innovations
- Advertising and Promotion
- Introduction
- Figure 19: Promotion usage by multichannel merchants, 2005 and 2006
- Free shipping and reduced shipping
- Couponing
- Email and online marketing
- Offline advertising
- Buy.com
- Figure 20: Television spot: buy.com, 2007
- eBay.com
- Figure 21: Television spot: eBay Holiday Advertisement-- 2006
- Overstock.com
- Figure 22: Television spot: overstock.com, 2006
- The Consumer
- Introduction
- Summary of findings
- Home shopping behavior
- Figure 23: Home shopping channels used, type of channel, by gender, age, household income, race/ethnicity and household size, August 2007
- Home shopping spending
- Figure 24: Average annual spending through home shopping channels, by gender, age, household income, race/ethnicity and household size, 2006
- Method used for order placement
- Figure 25: Order placement methods for home shopping, by gender, age, household income, race/ethnicity and household size, August 2007
- Attitudes towards home shopping
- Figure 26: Attitudes towards home shopping, by gender, August 2007
- Figure 27: Attitudes towards home shopping, by age, August 2007
- Figure 28: Attitudes towards home shopping, by household income, August 2007
- Figure 29: Attitudes towards home shopping, by race/ethnicity, August 2007
- Catalog shopping--attitudes and behavior
- Figure 30: Frequency of catalog purchases, by gender, age, household income, race/ethnicity and household size, 2006
- Products purchased through catalogs
- Figure 31: Types of merchandise purchased from catalogs, 2006
- Cross-channel catalog shopping behavior
- Figure 32: Cross-channel catalog shopping behavior, by gender, August 2007
- Figure 33: Cross-channel catalog shopping behavior, by age, August 2007
- Online shopping--attitudes and behavior
- Figure 34: Types of websites shopped in past 12 months, by gender, age, household income, race/ethnicity and household size, August 2007
- Products purchased online
- Figure 35: Share of purchases made online, by product category, August 2006
- Reasons for shopping online
- Figure 36: Reasons for shopping online, by gender, August 2007
- Figure 37: Reasons for shopping online, by age, August 2007
- Figure 38: Reasons for shopping online, by household income, August 2007
- Figure 39: Reasons for shopping online, by race/ethnicity, August 2007
- Reasons for not shopping online
- Figure 40: Reasons for not shopping online, by gender, August 2007
- Figure 41: Reasons for not shopping online, by age, August 2007
- Figure 42: Reasons for not shopping online, by household Income, August 2007
- Figure 43: Reasons for not shopping online, by race/ethnicity, August 2007
- TV shopping--attitudes and behavior
- Figure 44: Time spent watching TV shopping channels, by gender, age, household income, race/ethnicity and household size, August 2006
- Perceptions of TV shopping channels
- Figure 45: Perceptions of TV shopping channels, by channel, August 2007
- Reasons why consumers don' t buy from TV shopping channels
- Figure 46: Reasons not to buy from TV shopping channels, by gender, august 2007
- Figure 47: Reasons not to buy from TV shopping channels, by age, August 2007
- Future and Forecast
- Future Trends
- E-commerce trends
- TV shopping trends
- Market forecast
- Home shopping market
- Figure 48: Forecast of total U.S. home shopping revenues*, at current and constant prices, 2007-12
- Figure 49: Forecast of total U.S. home shopping revenues, at current and constant prices, 2007-12
- Mail order/Catalog
- Figure 50: Forecast of Mail order/catalog sales, at current and constant prices, 2007-12
- E-commerce
- Figure 51: Forecast of e-commerce sales, at current and constant prices, 2007-12
- TV Shopping
- Figure 52: Forecast of TV shopping sales, at current and constant prices, 2007-12
- Forecast factors
- Appendix: Trade Associations
