topic Curious - What demographic is used to determine the 'type" of purchasers we are? in Suggestion Box

Curious - What demographic is used to determine the 'type" of purchasers we are?

Old Lady — Mon, 06 Apr 2015 18:05:08 GMT

I appreciate the Q - honestly. However some of the representations of products and their retail value don't match up to what I see when shopping (even on line). I want a slower presentation from the hosts and vendors because I am hard of hearing and can't catch everything they are saying. Why the rush? From reading customer posts I see how very intelligent and wise they are; so wish the Q would speak to that during the presentations. My purchases are mostly linens and I am extremely happy with the quality. Northern Nights is my preference. I have sheets that are several years old and look great. So, I would appreciate slower more intelligent presentations. Please don't make the host the main ingredient during presentations. Thank you, Iris

Re: Curious - What demographic is used to determine the 'type"" of purchasers we are?

NC Bandwagon — Tue, 07 Apr 2015 00:38:40 GMT

Hello, Oldlady.

A few on the forum have said that QVC's demographic are women who are in between their 40's and 70's, retired and usually have disposable income. I know that's not true for all, but that's what I've read on these boards.

But then there are times when it seems like QVC is trying to draw in a new audience with a younger crowd and I guess the fast talking types appeal to young people...I think?

I'm actually not always sure which type of audience QVC is trying to reach.

Re: Curious - What demographic is used to determine the 'type"" of purchasers we are?

handygal2 — Tue, 07 Apr 2015 01:31:02 GMT

NC B.-- I agree with you about the demographic the Q has had, versus what they're currently looking for. The fast-talking hype is aimed at attracting a younger, "hipper" customer. The only problem is, those folks don't shop off of t.v., nor do they have a high disposable income, IMO. So it's a bit confusing.

Re: Curious - What demographic is used to determine the 'type"" of purchasers we are?

blackhole99 — Tue, 07 Apr 2015 03:51:19 GMT

I can guarantee you the under 40 set buys on line, but not from the shopping channels. The Q can be as hip as they want, the kids just don't care, they know what they want and where they will spend money and it's not the Q. Or if they do buy, they are not the kind of repeat customer the Q has to rely on to exist.

Re: Curious - What demographic is used to determine the 'type"" of purchasers we are?

stevieb — Tue, 07 Apr 2015 21:51:52 GMT

I think there's the demographic they have, you know, in reality... and then there's the fantasy demographic... the one they wish they had... It seems things are done based on that fantasy...

Re: Curious - What demographic is used to determine the 'type"" of purchasers we are?

brewhaha — Tue, 07 Apr 2015 22:28:38 GMT

Mary Beth Roe - retirees

Shawn Killinger - Justin Bieber demographic

Dan Wheeler - insomniacs

David Venable - Barney lovers

Re: Curious - What demographic is used to determine the 'type"" of purchasers we are?

Spurt — Tue, 07 Apr 2015 23:38:46 GMT

Hi Oldlady---NC is correct, in an interview QVC's CEO said

"I'm hesitant to put a label on her, because she's very diverse. Our customer is a 35- to 65-year-old woman with a somewhat above-average income, The sweet spot of the household income level for QVC goes from $50,000 to $250,000."

"Twenty-five years ago, we pioneered the testimonial call, when the customer calls into the show to say, "I really like and used this product." Today, she might be sending a tweet to us about a product or guest, which will appear on a scroll live on screen during the broadcast. She might be using her PC and tablet to engage in a Facebook chat about the program, or asking us questions on Facebook or QVC.com, which we might answer live on the air. We're using all of the technology to engage that customer."

http://www.dailyfinance.com/2011/10/05/ceos-corner-qvc-mike-george-on-the-shopping-channels-big-pl/

And by use of social media (Facebook, Instagram, Mobile Apps) QVC thinks they are attracting the younger demographic......I think the 35 yr old range is stretching it....I would put it at 45 and beyond....

Re: Curious - What demographic is used to determine the 'type"" of purchasers we are?

Old Lady — Wed, 08 Apr 2015 04:34:49 GMT

Well I knew I would get intelligent responses. So far it simply sounds like the Q is stumbling around trying to hit "the mark." This is as I guessed. Oh well, I will continue to mute the programs and try to get info in the forums or customer reviews.

I appreciate your comments. Keep them coming

Re: Curious - What demographic is used to determine the 'type"" of purchasers we are?

handygal2 — Wed, 08 Apr 2015 14:58:20 GMT

Oldlady-- l just have to add-- l love your screen name. It makes me smile. You must have a great sense of humor!

Re: Curious - What demographic is used to determine the 'type"" of purchasers we are?

apple1964 — Wed, 08 Apr 2015 17:11:14 GMT

I have heard them say ... baby boomers.

Re: Curious - What demographic is used to determine the 'type"" of purchasers we are?

foonfah — Fri, 15 May 2015 05:42:09 GMT

Judging by the voices of the ladies who call in, it sure sounds like the vast majority of them are in their 60's to 80's. A woman buying some Skecher's shoes this morning said she was 82. Many of the callers are old enough to be the hosts grandparents. When they have studio audience shows, the audience members are mostly a tad plain & frumpy, plus-size women in their 50's to 70's. Not that there's anything wrong with that at all; it's just my idea of QVC's demographic.

Re: Curious - What demographic is used to determine the 'type"" of purchasers we are?

Pook — Fri, 15 May 2015 11:42:49 GMT

I know many younger women under 35 who buy here - Beauty, kitchen, household items, electronics, Christmas decorations but not the conservative clothing of course. Most of those I know are busy with children, work and other obligations and have found QVC an excellent source for many products they use and need. They can view presentations while getting things done at home and don't have to waste time searching in stores or online. Before becoming aware of the abundance of products available here they laughed at those of us who shopped here. With social media QVC seems to be trying to get a younger customer. It's appears to be mostly the older probably lonely (and sometimes a little inebriated) customers who call in.

Re: Curious - What demographic is used to determine the 'type"" of purchasers we are?

Johnnyeager — Fri, 15 May 2015 12:59:58 GMT

QVC lists its customer base as overwhelmingly female, late 40s to mid 60s, largely homeowners, tend to be married and have a net worth well above the national averge. I've never seen a reference to mainly retirees in their customer profiles.

There is a nice breakdown of customer age and shopping preference (phone, PC, or mobile) in one of their corporate presentations.

New customers and those shopping digitally are younger.

Re: Curious - What demographic is used to determine the 'type"" of purchasers we are?

Tinkrbl44 — Fri, 15 May 2015 15:26:44 GMT

On 4/6/2015 Old Lady said:
I appreciate the Q - honestly. However some of the representations of products and their retail value don't match up to what I see when shopping (even on line). I want a slower presentation from the hosts and vendors because I am hard of hearing and can't catch everything they are saying. Why the rush? From reading customer posts I see how very intelligent and wise they are; so wish the Q would speak to that during the presentations. My purchases are mostly linens and I am extremely happy with the quality. Northern Nights is my preference. I have sheets that are several years old and look great. So, I would appreciate slower more intelligent presentations. Please don't make the host the main ingredient during presentations. Thank you, Iris

Turn on the Close Caption feature on your television.