Our research focuses on the five core coverage areas below. We apply our rigorous research methodology to our reports, charts, forecasts, and more to keep our clients at the forefront of key developments and trends before they hit the mainstream.
EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
This article was written with the assistance of ChatGPT.
The news: Qurate has launched Sune, a beta mobile app aimed at younger consumers, per Women’s Wear Daily.
The app presents users with a personalized video feed featuring a mix of live and on-demand content from brands such as Coach, Kate Spade, and Michael Kors.
As the parent company of QVC and HSN, Qurate has a wealth of knowledge about the types of video and livestream content that resonate with particular audiences.
An uphill climb:The biggest challenge facing Qurate is that only 12% of consumers ages 18 to 34 use livestreaming or video ecommerce regularly, and only another 16% have ever done so, per an October Insider Intelligence survey conducted by Bizrate Insights.
While that’s double the 6% share of all consumers who regularly use livestream ecommerce, a sizable percentage (73%) of young consumers have never shopped via livestream or video ecommerce.
That said, Qurate is hardly alone in attempting to find a formula that works. FanaticsInc. plans to roll out Fanatics Live, a livestream shopping experience, in the US later this year, and companies such as Walmart and TalkShopLive are recruiting celebrities to attract livestream shopping viewers.
The big takeaway: It makes sense for Qurate to experiment with livestream and video content aimed at younger consumers. But cable TV is a very different medium from a mobile app and what works with HSN and QVC’s audiences may not resonate with younger consumers.
However, being an earlier mover may enable it to find the right formula.