Study Finds Interactive TV Drives Consumer Purchase

Interactive television is the best way to generate direct purchase, ahead of field marketing and email marketing, according to a recent survey conducted by the Direct Marketing Association.

Meanwhile, TV and radio ads are the most effective means of generating retail traffic, closely followed by consumer magazines, the DMA found. Telephone calls, followed by interactive TV and mobile messaging, are most likely to prompt potential customers to seek further details.

The DMA research showed that 75% of consumers feel overwhelmed by the volume of marketing communications they receive, although 70% remain happy to pick and choose between them.

For the first time since the research began, the internet has overtaken mail order as the preferred method of purchasing goods.

The DMA Participation Media Report, conducted by the Future Foundation, was drawn from face-to-face interviews with 2,000 people, detailing their experience of direct communications.

NewsLine reports today that Five is dropping its red button interactive services, following on from Channel 4, which stopped the services last year (see Five To Scrap Red Button Service).

Bauer: www.dma.org.uk