Key stat: After being inspired by something they saw on TV, almost three-fourths of US viewers (71.5%) either searched online to consider purchasing it, purchased it, or both, according to an August 2024 survey from Shopsense AI and EMARKETER.

Beyond the chart:

• Shoppable TV is growing as a commerce platform, as evidenced by Fox-owned streaming service Tubi hosting a shoppable Super Bowl stream through Sunday's big game.
• Still, a vast majority (82.9%) of retail sales will be purchased via physical channels in 2025, per our October 2024 forecast.

Use this chart: Marketers and retailers can use this chart to know where to meet TV-watching audiences and as evidence for including linear TV or connected TV (CTV) channels in their campaigns.

Related EMARKETER reports:

• Shoppable Media Explainer 2024 (EMARKETER subscription required)
• Retail Trends to Watch in 2024 (EMARKETER subscription required)

Note: Respondents were asked the question, "In the past 12 months, have you performed any of the following actions after being inspired by something you saw on TV? For example, watching 'Yellowstone' and seeing Western clothing or watching the Olympics and seeing Paris as a vacation destination. Pick all that apply."

Methodology: Data is from the September 2024 EMARKETER and Shopsense AI survey titled “Shoppable TV." 1,143 US adults ages 18+ were surveyed online during August 2024. All respondents subscribe to a streaming service and make online purchases.