Live “round the clock” video streaming for shopping addicts has just arrived on the iPhone and iPod Touch care of HSN (the former Home Shopping Network).

The company’s free app lets HSN shoppers tune into the same live shopping feed they’d see on a TV or via the Web. For now, you’ll need a Wi-Fi connection to watch the stream, though HSN hopes to be able to supply it through AT&T as well (likely with lower video quality).

HSN claims the new app produces the first e-commerce live video on “three-screens” — TV, the Web and mobile.

The company hopes the iPhone app will help attract younger customers. HSN says the majority of its customers are women amidst 35 and 54.

“We wanted (a customer) to have her fix on the go,” says Jeff Day, HSN vice president of technology and product management. Brian Bradley, HSN executive vice president for online and advanced services, adds, “The addition of a mobile third screen opens up an entirely new dimension for interaction.”

For now that interaction doesn’t incorporate a mobile checkout service. Instead, customers must buy items through the Safari browser on the iPhone (not as convenient) or by calling the toll-free number that shows up on screen.

The number is different than the number folks would see whether they were watching on a TV, to help HSN track where sales are coming from.

The app is pretty simple to navigate. There’s a search box at the top of the home page. You can shop all products or view items within specific store categories (jewelry, shoes and handbags, kitchen and dining, etc.).

You can additionally browse the last 15 items that were aired, pick clearance products or those that have free shipping, and watch pre-recorded videos such as famed chef Wolfgang Puck preparing a meal.

One other feature to lure shoppers…

[Source] dhiram