Americans may have seen it on TV, but that doesn’t mean they want to see it again.
A recent survey by St. Louis-based Aragon Consulting Group’s research division shows that only 14% of DRTV viewers have an increased interest in watching infomercials after having seen one. And only 11.8% of viewers watch infomercials from beginning to end before deciding to make a purchase.
“Within 15 minutes of tuning in to an infomercial, we found that more than half of viewers say they are ready to tune back out,” notes Vicki Savala, senior vice president of Aragon.
Young, single people seem to be the most avid DRTV viewers: 18.4% of respondents age 18-34 said they might watch an entire infomercial, compared to 9.1% of people age 35-54 and 11.2% of people over age 55; 30% of respondents who had watched an infomercial did purchase the product promoted. And what was consumers’ chief concern about purchasing items sold via TV? Product quality.
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