Home Shoppers Prefer T-Commerce to Phone Ordering, According to Innovista Research; Innovista Offers Strategies for Educating and Motivating Potential Customers

According to a new report from Innovista Research, 39% of TV shopping network customers would favor ordering products with their remote control over shopping online or by telephone.

"The industry will be encouraged that TV shoppers prefer the TV remote control over the telephone, considering that there has been very little marketing of t-commerce to consumers," said Todd D. Wiener, President of Innovista Research.

Based on the results of a recent Innovista survey, more than one in six U.S. consumers buy products that are advertised on TV shopping channels. While many of these consumers recognize the benefits of t-commerce, most potential customers have misconceptions about t-commerce that could limit its success.

The implications of these and other important findings are discussed in the June 2002 issue of THE INNOVISTA REPORT. The section entitled "Concept of T-Commerce Finally Clicks with Home Shoppers" discusses specific steps that companies can take to encourage potential customers to embrace the coming transition to t-commerce.

T-commerce and home shopping have been successfully integrated in the U.K., where QVC (NASDAQ:CMCSK) has boosted sales with its nine-month old t-commerce shopping service, QVCActive. Last year in the U.S., ShopNBC (NASDAQ:VVTV) announced a partnership with Wink Communications (NASDAQ:WINK) to let Wink-enabled viewers order ShopNBC products with a remote control. Although the number of Wink households has more than doubled since this partnership was formed, results have been mixed. Liberty Broadband Interactive Television’s (NYSE:L) acquisition of Wink, however, should accelerate the introduction of t-commerce to the U.S. market.

"Innovista believes that the home shopping market will experience impressive profit growth once industry leaders QVC and HSN (NASDAQ:USAI) have committed their resources to t-commerce," said Wiener.

This section of THE INNOVISTA REPORT examines:

o How home shoppers and non-shoppers each rank their preferences for ordering products advertised on TV (via PC, phone or TV remote control).
o How eager home shoppers are to accept t-commerce as a new method for home shopping.
o How t-commerce could simultaneously benefit both infomercial firms and cable/satellite operators.
o How consumers' current attitudes about t-commerce will influence the future of the TV shopping industry.
o What more than a dozen consumers have to say about the prospect of t-commerce.

You will also learn how to overcome consumer resistance and motivate potential customers, by:

o Implementing a simple, two-step process that will win the confidence of consumers who have security concerns.
o Integrating an essential feature into your t-commerce service that is sure to attract non-impulse shoppers.
o Using low-cost educational tools that will inspire your customers to try your t-commerce service even before its launch date.

The June 2002 issue of THE INNOVISTA REPORT also contains two other sections: "Revealed: The Hidden Key to Greater Pay-Per-View Revenues" and "Create Customer Satisfaction to Build Loyalty and Boost Profits." The full issue is available for $250, or each section can be purchased separately for $125.

Innovista offers its registered visitors many benefits, including research discounts. To receive an immediate 20% discount, visit http://www.innovista.tv and click on "REGISTER NOW."

About Innovista Research

Innovista Research, Inc. is an independent research firm that specializes in consumer market analysis for the cable, satellite and interactive television industries. Innovista’s publications blend market research with powerful business strategies and marketing insight to help companies in these industries increase their revenue and save time and money. For more information, please visit http://www.innovista.tv.




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