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In-home Shopping - US - January 2009

The U.S. home shopping market is marked by a range of dynamic segments. Although the influence of the internet has caused a shift in the industry, in that successful retailers must seamlessly integrate their various channels-catalogs, mail and phone orders, websites, and even brick-and-mortar stores-to compete in a market that is evermore dependent on giving consumers a number of shopping options, because modern shoppers increasingly demand that commerce occur in their own terms.

While the report analyzes the role of market integration, it also offers specific insight into the following:

  • The competitive context of the market including: the current economic recession, the contentious issue of shipping, gas prices, and the rising cost of paper and its impact on catalog retailers

  • The role of specific demographics in the market, particularly women, younger and middle-aged consumers, and Hispanics

  • Brand qualities among leading companies that make the market a diverse industry serving a range of consumer needs

  • Advertising and promotional activities that seek to increase the home shopping consumer base

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Consumer survey data
          • Abbreviations and terms
            • Abbreviations
            • Executive Summary

              • Competitive context
                • Multichannel integration
                  • The recession impacts e-commerce but sales will still grow
                    • Shipping an issue for both consumers and retailers
                      • Paper prices/environmental concerns challenge catalog industry
                        • Market driven by internet access, key demographics, gas prices
                          • Internet access passes 75%, drives online shopping
                            • Women represent the core home shopping customer
                              • Key age groups will impact the future market
                                • Hispanics signify both challenges and opportunity
                                  • Fluctuating gas prices will impact home shopping sales
                                    • Select brand qualities
                                      • Amazon’s no-marketing marketing plan
                                        • The bottom line is sex appeal at Victoria’s Secret
                                          • Craigslist is for the people, by the people
                                            • Who’s innovating?
                                              • Home shopping channels that cater to specific tastes
                                                • Social networking as retail model
                                                  • Advertising and promotion
                                                    • Coupons
                                                      • Free/discounted shipping
                                                        • Online marketing
                                                          • The home shopping consumer
                                                            • Usage
                                                              • Brand popularity
                                                                • Attitudes and motivations
                                                                  • The ethnic home shopper
                                                                  • Insights and Opportunities

                                                                    • Home shopping channel game shows could increase viewership
                                                                      • Avoiding “shopping cart abandonment” results in more online sales conversions
                                                                        • Green catalogs
                                                                        • Fast Forward Trends

                                                                          • Living off-line
                                                                            • What’s it all about
                                                                            • Competitive Context

                                                                              • Overview
                                                                                • Multichannel integration the key to survival and success
                                                                                  • U.S. recession slows online shopping; e-commerce still a lone bright spot
                                                                                    • Shipping an issue for both consumers and retailers
                                                                                      • Paper prices/green challenges present obstacles for catalog companies
                                                                                      • Market Drivers

                                                                                        • Key points
                                                                                          • The reach of the internet
                                                                                              • Figure 1: U.S. households with internet access, 2000-07
                                                                                              • Figure 2: Internet order purchases, April 2007-June 2008
                                                                                              • Figure 3: Population aged 18 or older, by age, 2003-13
                                                                                            • Shopping from the palm of your hand
                                                                                              • Women are the staple home shopping customer
                                                                                                • Figure 4: Internet and phone/mail order purchases, by gender, April 2007-June 2008
                                                                                                • Figure 5: Population, by age, 2003-13
                                                                                              • Age groups will play key roles in the coming years
                                                                                                  • Figure 6: Internet and phone/mail order purchases, by age, April 2007-June 2008
                                                                                                • Ethnic shoppers, particularly Hispanics, represent challenges and opportunity
                                                                                                    • Figure 7: Internet and phone/mail order purchases, by race/Hispanic origin, April 2007-June 2008
                                                                                                    • Figure 8: Population, by race and Hispanic origin, 2003-13
                                                                                                  • Gas prices curb spending, but home shopping provides an alternative
                                                                                                    • Figure 15: U.S. gasoline and on-highway diesel fuel prices, 2003-09
                                                                                                • Brand Qualities

                                                                                                  • Amazon doesn’t try to be different—and that makes all the difference
                                                                                                    • Victoria’s Secret: Sex sells, and young women are buying
                                                                                                      • Craigslist: The people’s internet retailer
                                                                                                      • Innovation and Innovators

                                                                                                        • Sports Shop TV provides window into entertaining shopping channels
                                                                                                          • Buy.com puts retail power in social site users’ hands
                                                                                                            • Ebates
                                                                                                            • Advertising and Promotion

                                                                                                              • Overview
                                                                                                                • Coupons
                                                                                                                  • Free/discounted shipping
                                                                                                                    • Email and online marketing
                                                                                                                      • TV spots
                                                                                                                        • QVC
                                                                                                                          • Figure 9: QVC television ad, 2008
                                                                                                                        • HSN
                                                                                                                          • Figure 10: HSN television ad, 2008
                                                                                                                          • Figure 11: HSN television ad, 2008
                                                                                                                        • Other companies
                                                                                                                          • Figure 12: Empire Today television ad, 2008
                                                                                                                          • Figure 13: Bath Fitter television ad, 2008
                                                                                                                      • Usage

                                                                                                                        • Key points
                                                                                                                          • Home shopping sources
                                                                                                                              • Figure 14: In-home shopping channels used, by gender and age, October 2008
                                                                                                                              • Figure 15: In-home shopping channels used, by household income, October 2008
                                                                                                                            • Internet purchasing in last 12 months
                                                                                                                                • Figure 16: Internet and phone/mail order purchases, by gender and age, April 2007-June 2008
                                                                                                                                • Figure 17: Internet and phone/mail order purchases, by household income, April 2007-June 2008
                                                                                                                              • Amount spent on mail/phone and internet purchases
                                                                                                                                  • Figure 18: Total amount spent on mail/phone and internet purchases in the last 12 months, by gender and age, April 2007-June 2008
                                                                                                                                • Catalog ordering and purchasing
                                                                                                                                  • Figure 19: Orders for and purchases from catalogs, by gender and age, April 2007-June 2008
                                                                                                                                  • Figure 20: Orders for and purchases from catalogs, by household income, April 2007-June 2008
                                                                                                                                  • Figure 21: Methods for buying catalog merchandise, by gender and age, April 2007-June 2008
                                                                                                                                  • Figure 22: Methods for buying catalog merchandise, by household income, April 2007-June 2008
                                                                                                                                  • Figure 23: Methods for buying catalog merchandise, by number of people in the household and presence of children, April 2007-June 2008
                                                                                                                                  • Figure 24: Number of times purchased from a catalog in the last 12 months, by gender and age, April 2007-June 2008
                                                                                                                                  • Figure 25: Number of times purchased from a catalog in the last 12 months, by household income, April 2007-June 2008
                                                                                                                                  • Figure 26: Items purchased from catalogs in the last 12 months, by gender and age, April 2007-June 2008
                                                                                                                                  • Figure 27: Annual average amount spent per catalog purchase, by merchandise type, by gender and marital status, April 2007-June 2008
                                                                                                                                • Types of merchandise/services purchased by mail/phone or through internet
                                                                                                                                    • Figure 28: Types of merchandise/services purchased by mail or phone, by gender and age, April 2007-June 2008
                                                                                                                                    • Figure 29: Types of merchandise/services ordered through the internet, by gender and age, April 2007-June 2008
                                                                                                                                  • Merchandise and service offers
                                                                                                                                    • Figure 30: Types of phone/mail/internet order purchases, by gender and age, April 2007-June 2008
                                                                                                                                  • Preferred payment methods
                                                                                                                                    • Figure 31: Preferred payment methods for catalog purchases, by household income, April 2007-June 2008
                                                                                                                                    • Figure 32: Preferred payment methods for mail/phone or internet purchases, by gender and age, April 2007-June 2008
                                                                                                                                    • Figure 33: Preferred payment methods for mail/phone or internet purchases, by household income, April 2007-June 2008
                                                                                                                                • Brands

                                                                                                                                  • Key points
                                                                                                                                    • Popularity of home shopping channels
                                                                                                                                        • Figure 34: Average weekly hours spent watching select home shopping channels used, by age, October 2008
                                                                                                                                      • Use of catalog brands
                                                                                                                                          • Figure 35: Catalogs used in past 12 months, by gender and age, April 2007-June 2008
                                                                                                                                          • Figure 36: Catalogs used in past 12 months, by household income, April 2007-June 2008
                                                                                                                                      • Home Shopping Attitudes and Motivations

                                                                                                                                        • Key points
                                                                                                                                          • Incentives to shop online
                                                                                                                                              • Figure 37: Attitudes towards online in-home shopping, by gender and age, October 2008
                                                                                                                                              • Figure 38: Attitudes towards online in-home shopping, by household income, October 2008
                                                                                                                                              • Figure 39: Attitudes towards online in-home shopping, by presence of children, October 2008
                                                                                                                                            • Reasons for not using home shopping channels
                                                                                                                                                • Figure 40: Reasons for not shopping through home shopping channels, by gender and age, October 2008
                                                                                                                                                • Figure 41: Reasons for not shopping through home shopping channels, by household income, October 2008
                                                                                                                                              • Home shopping events
                                                                                                                                                • Figure 42: Experiences at home shopping parties, October 2008
                                                                                                                                                • Figure 43: Attitudes towards home shopping parties, October 2008
                                                                                                                                            • Race and Hispanic Origin

                                                                                                                                              • Key points
                                                                                                                                                • Usage, by type
                                                                                                                                                    • Figure 44: In-home shopping channels used, by race/Hispanic origin, October 2008
                                                                                                                                                    • Figure 45: Internet and phone/mail order purchases, by race/Hispanic origin, April 2007-June 2008
                                                                                                                                                  • Amount spent
                                                                                                                                                    • Figure 46: Total amount spent on mail/phone and internet purchases in the last 12 months, by race/Hispanic origin, April 2007-June 2008
                                                                                                                                                  • Catalog ordering and purchasing
                                                                                                                                                    • Figure 47: Orders for and purchases from catalogs, by race/Hispanic origin, April 2007-June 2008
                                                                                                                                                    • Figure 48: Methods for buying catalog merchandise, by race/Hispanic origin, April 2007-June 2008
                                                                                                                                                    • Figure 49: Number of times purchased from a catalog in the last 12 months, by race/Hispanic origin, April 2007-June 2008
                                                                                                                                                    • Figure 50: Items purchased from catalogs in the last 12 months, by race/Hispanic origin, April 2007-June 2008
                                                                                                                                                  • Types of merchandise/services purchased by mail/phone or through internet
                                                                                                                                                      • Figure 51: Types of merchandise/services ordered by mail or phone, by race/Hispanic origin, April 2007-June 2008
                                                                                                                                                      • Figure 52: Types of merchandise/services ordered through the internet, by race/Hispanic origin, April 2007-June 2008
                                                                                                                                                      • Figure 53: Types of phone/mail/internet order purchases, by race/Hispanic origin, April 2007-June 2008
                                                                                                                                                    • Preferred payment methods
                                                                                                                                                      • Figure 54: Preferred payment methods for catalog purchases, by race/Hispanic origin, April 2007-June 2008
                                                                                                                                                      • Figure 55: Preferred payment methods for mail/phone or internet purchases, by race/Hispanic origin, April 2007-June 2008
                                                                                                                                                    • Popularity of home shopping channels
                                                                                                                                                      • Figure 56: Average weekly hours spent watching select home shopping channels used, by race/Hispanic origin, October 2008
                                                                                                                                                    • Popularity of catalog brands
                                                                                                                                                        • Figure 57: Catalogs used in past 12 months, by race/Hispanic origin, April 2007-June 2008
                                                                                                                                                      • Shopping online
                                                                                                                                                          • Figure 58: Attitudes towards online in-home shopping, by race/Hispanic origin, October 2008
                                                                                                                                                        • TV shopping channels
                                                                                                                                                            • Figure 59: Reasons for not shopping through home shopping channels, by race/Hispanic origin, October 2008
                                                                                                                                                        • Cluster Analysis

                                                                                                                                                            • Internetters
                                                                                                                                                              • Who they are
                                                                                                                                                                • Opportunity
                                                                                                                                                                  • Televisers
                                                                                                                                                                    • Who they are
                                                                                                                                                                      • Opportunity
                                                                                                                                                                        • Anti-Televisers
                                                                                                                                                                          • Who they are
                                                                                                                                                                            • Opportunity
                                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                                • Figure 60: In-home shopping clusters, October 2008
                                                                                                                                                                                • Figure 61: In-home shopping channels used, by in-home shopping clusters, October 2008
                                                                                                                                                                                • Figure 62: Method of order placement, by in-home shopping clusters, October 2008
                                                                                                                                                                                • Figure 63: Time spent watching home shopping channels per week (1-2 hours), by in-home shopping clusters, October 2008
                                                                                                                                                                                • Figure 64: Reasons for online shopping, by in-home shopping clusters, October 2008
                                                                                                                                                                              • Cluster demographics
                                                                                                                                                                                • Figure 65: In-home shopping clusters, by gender, October 2008
                                                                                                                                                                                • Figure 66: In-home shopping clusters, by age, October 2008
                                                                                                                                                                                • Figure 67: In-home shopping clusters, by household income, October 2008
                                                                                                                                                                                • Figure 68: In-home shopping clusters, by race, October 2008
                                                                                                                                                                                • Figure 69: In-home shopping clusters, by Hispanic origin, October 2008
                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • In-home shopping
                                                                                                                                                                                      • Figure 70: In-home shopping channels used, by gender and presence of children, October 2008
                                                                                                                                                                                      • Figure 71: In-home shopping channels used, by marital status and presence of children, October 2008
                                                                                                                                                                                    • Online shopping
                                                                                                                                                                                        • Figure 72: Attitudes towards in-home shopping, by gender and presence of children, October 2008
                                                                                                                                                                                    • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                      • Usage
                                                                                                                                                                                          • Figure 73: Total amount spent on mail/phone and internet purchases in the last 12 months, by household income, April 2007-June 2008
                                                                                                                                                                                        • Catalogs
                                                                                                                                                                                            • Figure 74: Number of times purchased from a catalog in the last 12 months, by number of people in the household and presence of children, April 2007-June 2008
                                                                                                                                                                                            • Figure 75: Items purchased from catalogs in the last 12 months, by household income, April 2007-June 2008
                                                                                                                                                                                            • Figure 76: Items purchased from catalogs in the last 12 months, by number of people in the household and presence of children, April 2007-June 2008
                                                                                                                                                                                          • Types of merchandise/services purchased by mail/phone or through internet
                                                                                                                                                                                              • Figure 77: Types of merchandise/services ordered by mail or phone, by household income, April 2007-June 2008
                                                                                                                                                                                              • Figure 78: Types of merchandise/services ordered by mail or phone, by number of people in the household and presence of children, April 2007-June 2008
                                                                                                                                                                                              • Figure 79: Types of merchandise/services ordered through the internet, by household income, April 2007-June 2008
                                                                                                                                                                                              • Figure 80: Types of merchandise/services ordered through the internet, by number of people in the household and presence of children, April 2007-June 2008
                                                                                                                                                                                              • Figure 81: Types of phone/mail/internet order purchases, by household income, April 2007-June 2008
                                                                                                                                                                                              • Figure 82: Types of phone/mail/internet order purchases, by number of people in the household and presence of children, April 2007-June 2008
                                                                                                                                                                                            • Popularity of home shopping channels
                                                                                                                                                                                                • Figure 83: Average weekly hours spent watching select home shopping channels used, by household income, October 2008
                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                              • Amazon North America
                                                                                                                                                                                              • Avon USA
                                                                                                                                                                                              • Blair Corporation
                                                                                                                                                                                              • Coldwater Creek (retail stores)
                                                                                                                                                                                              • Craigslist
                                                                                                                                                                                              • Direct Marketing Association, Inc.
                                                                                                                                                                                              • Dish Network
                                                                                                                                                                                              • Ebates Shopping.Com Inc.
                                                                                                                                                                                              • Eddie Bauer
                                                                                                                                                                                              • Electronic Retailing Association
                                                                                                                                                                                              • Empire Today, LLC
                                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                                              • Greenfield Online
                                                                                                                                                                                              • Home Depot (USA)
                                                                                                                                                                                              • HSN Group
                                                                                                                                                                                              • HSN-U.S.
                                                                                                                                                                                              • IMAN Cosmetics
                                                                                                                                                                                              • JCPenney (department stores and catalog)
                                                                                                                                                                                              • Lands' End
                                                                                                                                                                                              • Lane Bryant
                                                                                                                                                                                              • Mary Kay Inc.
                                                                                                                                                                                              • Maxim Magazine
                                                                                                                                                                                              • MySpace.com
                                                                                                                                                                                              • National Broadcasting Company, Inc. (NBC)
                                                                                                                                                                                              • National Retail Federation (NRF)
                                                                                                                                                                                              • Neiman Marcus (retail stores)
                                                                                                                                                                                              • Overstock.com Inc.
                                                                                                                                                                                              • PayPal Inc.
                                                                                                                                                                                              • QVC USA
                                                                                                                                                                                              • Sears Holdings Corporation
                                                                                                                                                                                              • ShopNBC
                                                                                                                                                                                              • Target Corporation
                                                                                                                                                                                              • The New York Times Company
                                                                                                                                                                                              • Tiffany & Co.
                                                                                                                                                                                              • Time Warner Inc.
                                                                                                                                                                                              • Turner Broadcasting System, Inc.
                                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                                              • U.S. Bureau of the Census
                                                                                                                                                                                              • Victoria's Secret
                                                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                                                              • Williams-Sonoma, Inc
                                                                                                                                                                                              • Zappos.com Inc.

                                                                                                                                                                                              In-home Shopping - US - January 2009

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