Audiences of TV content are being inspired to purchase; however, the ability to arrive at the purchase point is not as seamless as it could be. Expediting the path to purchase is critical, especially as it relates to low-cost and mid-cost products and services.
Among our respondents, 34% desired to purchase low-cost products (food, home cleaning supplies, etc.) immediately. The desire to purchase immediately for mid-cost products (clothing, games, etc.) was similar at 29%. We found that despite the higher price tag (cars, insurance, etc.), audiences still want to have the ability to research the product or service immediately (33%).
Frustration was common among our respondents, who reported difficulty in finding products they saw on TV shows. Over half of the respondents we surveyed reported feeling frustrated either all the time (19%) or sometimes (33%) when trying to purchase these products. This sense of frustration was most felt by younger generations, such as adult Gen Z (+13%) and Millennials (+7%).