“The independently owned cable network launched in 1986 for a specific kind of audience.
““We’ve never really overly targeted a demographic, but our demographic is a by-product of what the company is,” said Doug Rose, svp of brand experience at QVC. “The people who come to shop with us think shopping should be a fun, pleasurable experience—not an errand or chore.”
“The QVC audience skews female, with 90 percent of the company’s revenue coming from women, and trends toward affluent Gen Xers and baby boomers who want to stay up to date with what’s going on in the world through their retail experience.”
“Ecommerce accounted for $4 billion of QVC’s $8.7 billion in annual revenue in 2016, and it represents 48 percent of its consolidated global revenue and 54 percent of its total U.S. revenue in the first quarter of 2017.
““People in the top 20 percent of our engaged customers are tuning in to our network six to nine times per day for five to 10 minutes per session,” said Peter Goodnough, vp of consumer insights and analytics at QVC.”