Claritas-Acxiom heeft ee onderzoek gedaan om een profiel te kunnen schetsen van de Nederlandse tv-homeshopper. Daar komen interessante zaken uit. De Nederlandse televisiekoper is tussen de 35 en 65 jaar en heeft tienerkinderen. Hij is vaker dan gemiddeld gescheiden en heeft een bovenmodaal inkomen. Hij is in bezit van meerdere creditcards die hij ook gebruikt voor aankopen via internet. Hij beschikt vaker dan de gemiddelde Nederlander over een lening of krediet. Het is een impulsieve koper waarvoor gemak een grote rol speelt. Hij bezit veel huishoudelijke apparaten. Hij behoort tot de categorie “innovators” die meestal zijn produkten op krediet betaalt. Hij heeft gemiddeld drie of meer mobiele telefoons in zijn huishouden! Hij houdt zich bezig met zijn gezondheid en koopt dan ook vaak via televisie afslankprodukten en trainingsapparaten. Hij geeft gemiddeld aan 2 goede doelen en dat zijn dan voornamelijk gezondheidsinstanties. Er zijn relatief veel abonnees van de Telegraaf.
Opvallend aan de uitkomsten van dit onderzoek vind ik het feit dat ze spreken over de mannelijke koper. Je zou toch denken dat er veel huisvrouwen tot de tv-homeshoppers zouden moeten behoren gezien het feit dat de commerciele zenders met name overdag dit soort programma’s uitzenden. Wellicht dat het hem zit in het feit dat veel mannen parttime werken?
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