How Increased TV Watching Impacts E-commerce
Episode Description
Does e-commerce decline on days when TV viewership surges, or do people multitask and shop while they watch? Research by Wharton’s Shawndra Hill provides some answers. More: http://knlg.net/1hMy6DY 📂 Management;Marketing 🏷️ Research
Brief Summary
A study shows TV viewership negatively impacts online sales, suggesting they are substitutes rather than complements.
Key points
- TV Viewership vs. Online Sales. A study reveals that TV viewership negatively impacts online sales, suggesting they are substitutes.
- Implications for Auction Sites. Sellers should consider TV viewership when timing their auctions to maximize sales.
Ask about Knowledge at Wharton
Episode highlights
- TV Viewership vs. Online SalesA study reveals that TV viewership negatively impacts online sales, suggesting they are substitutes.“TV viewership is a substitute for online sales.”1:29Jan 27, 2015
- Implications for Auction SitesSellers should consider TV viewership when timing their auctions to maximize sales.“Sellers on auction sites may want to pay attention to TV schedules.”3:10Jan 27, 2015
Episode quotes
Tension
45/ 100Some tension
