Dual screening leads to sales spikes
Drawing from its database of 11.8 million users, the e-commerce company said the appearance of Heston Blumenthal on Masterchef recently, led to a 400 per cent sales increase in the chef’s related products compared with the previous six Thursday evenings when the show aired. Similarly, there was a 200 per cent increase in Hailee Steinfeld sales on Sunday evening, compare to the six previous Sunday evenings post Hailee’s guest performance on The Voice. There was a 21 per cent increase in green hat sales on Sunday evening after Boy George appeared on television wearing one.
Ebay is attributing the increases to ‘dual screening’ and Aussies shopping online when their favourite shows are on.
Over half of Australians admit to making shopping purchases based on what they watch on screen, according to Ebay, with the trend rising in tandem with the proliferation of multi-screening.
Nielsen data shows the average Australian household spreads their viewing time across 6.4 screens.
“The dual screening trend has grown in tandem with the rise of multi-screening, we’re constantly switching between our smartphones, tablets, laptops, and TVs,” Megan English, trendwatcher at Ebay told Inside Retail.
“We commissioned research with YouGov to examine how multi-screening influences our searching and buying behaviour and found that almost half of Australians shopping behaviour is influenced by the TV shows they watch.
“Interestingly, reality shows are not only dominating our TV screens but our shopping carts too with one quarter of Aussies admitting to purchasing an item after seeing it in action on TV, streaming services or online catch up.”
This number rises to 40 per cent amongst 25-34 year olds, said English, with cooking shows such as Masterchef and My Kitchen Rules inspiring the most purchases, followed by home improvement shows such The Block, and fashion series like Next Top Model.
Trending items on Instagram vs Ebay purchases statistics:
- Over the past two weeks total sales of charcoal face masks have increased by 31 per cent with total items sold increasing by 33 per cent
- The sales of Kylie Jenner lip kits have increased by 44 per cent with an increase of 45 per cent of items sold on Ebay
- Listings of smart watches have increased by 126 per cent with sales of smartwatches increasing by 184 per cent
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