19% Of UK Adults Have Interactive Digital TV, Says Report
19% of all UK adults and over 50% of digital homes have interactive digital television (iDTV), according to a report compiled by the London Business School.
The study into consumer attitudes towards iDTV shows that the UK is the most advanced country in the world in terms of the adoption and usage of the medium, which has gained a foothold across different socio-economic groups, classes, both sexes and all age groups, with the exception of the over 65s.
Adoption was found to be higher among homes with children, young adults and men, but above all in homes with an online PC, suggesting that iDTV is a complement to the internet and not a substitute for it. According to the report: “iDTV is television with interactivity, not the internet with moving pictures. Its primary value is as an entertainment medium, providing better television, as well as games and gambling.”
This view is supported by consumers’ stated reasons for subscribing to digital TV, which are dominated by the desire for more channels and better programmes, as well as improved pictures and sound. Interactive services such as web access, email and home shopping are seen as additional benefits rather than core reasons for adoption.
In terms of programmes, viewers regard interactive services as a welcome addition to the viewing experience, although not all programmes are suitable for concurrent activity. Documentaries, cooking and DIY shows are regarded as well suited to interactive services, with entertainment programmes including Big Brother and Banzai generating direct audience involvement.
The study suggests that interactive advertising has a “high potential” for targeting and for generating a convenient direct response from viewers. It has been shown to boost audience involvement, but has been held back by high perceived costs, the low penetration and usage of iDTV and by advertisers lack of experience in using the medium. Many digital viewers state that they find interactive advertising intrusive and say they require some kind of incentive to engage with it.
Overall, the report indicates that iDTV is still very much in its infancy. Many people in homes with iDTV have never even tried any of the interactive services, while others have been discouraged by poor reliability, slow access and weak content.
Jupiter forecasts that 25.5% of all individuals will use interactive services by 2003, rising to 38.6% by 2006. Analysts predict that the uptake will be driven by programming and by consumers looking for a cheaper alternative to the PC.
London Business School: 020 7262 5050 www.idtvconsumers.com
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