ERA: DRTV Buyers Older, Wealthier, Married

Share this content:
Buyers of DRTV products tend to be married suburbanites in their mid-40s with children, full-time jobs and household income above $50,000, according to a study released yesterday by the Electronic Retailing Association.


About 63 percent of adult Americans, or 136.2 million viewers, watch some form of DRTV, it said. The ERA unveiled the study, conducted by Leisure Trends Group, Boulder, CO, at its 2003 Spring Conference held this week in Key Biscayne, FL.


DRTV product buyers are 51.7 percent female with a mean age of 45.9 and mean income of $55,000. A majority, 58.6 percent, had full-time jobs, 60.3 percent were married, 43.1 percent had children and 31 percent lived in suburban areas.


In comparison, the overall group of DRTV viewers in the study was 53.2 percent female with mean age of 41.2 and mean income of $56,000. Some 40.1 percent of this group had children, 31.7 percent lived in the suburbs and 52.7 percent had full-time jobs.


Non-viewers were 55.4 percent male with a mean age of 45.2 and mean income of $49,000. The study found that the largest group of non-viewers, 31.5 percent, lived in small towns, while 52.8 percent were married, 47.3 percent were unemployed and only 38.5 percent had children.


Though the study revealed a desirable audience of DRTV watchers, it also indicated an 11 percent drop in DRTV viewership since ERA conducted a similar study in 1996. The decline parallels a falloff in overall television viewership due to competition from other media, especially the Internet, the ERA said.


close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above