US T-Commerce: Buying Through the TV

In the highly competitive video services market, content owners, service providers, and platform players seek to maximize revenue through subscriptions and advertising revenue. TV user interfaces and underlying technologies now make possible a third source of revenue generation: television-based commerce.

This research study explores the potential of T-commerce, or buying goods and services through the television, to generate additional revenues for video services providers and be an effective means of brand advertising and sales. The study assesses consumer openness to T-commerce offerings, including the types of products and services most likely to generate sales. It explores preferred T-commerce providers, user interfaces, and payment methods, and identifies top barriers to T-commerce activity.

Key questions addressed:

1) What is consumer interest in purchasing items through a TV?
2) How do consumers’ current online shopping behaviours influence the appeal of T-commerce?
3) How would consumers prefer to pay for T-commerce purchases?
4) What product categories are well-suited to a T-commerce model?
5) What are consumers’ top concerns with T-commerce concepts?