New Digital Services Too Complex For Consumer Engagement

New digital communications services must be made easier for consumers to engage with, according to new research commissioned by Ofcom, the communications industry regulator.

The research has shown that many consumers are not confident or competent with technology and feel that cost issues prevent them from engaging with digital services.

68% of consumers have the same broad attitude towards each of the four main digital communications platforms: TV, radio, the internet and mobile phones, whilst 32% think about and see value in one platform differently from the others.

The study revealed that there are opportunities to promote consumers’ engagement with digital communications services, relating to improved support and better promotion of benefits and targeted product and pricing development.

Even individuals who are adventurous and keen on digital services are not always taking advantage of their full functionality. Yesterday, Ofcom also expressed concerns over the success of Britain’s digital switchover, planned for 2012 (see Households Could Be Without TV Signal After Switchover).

Ofcom: 020 7981 3040 www.ofcom.org.uk