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Marketers Tuning In To Television Commerce

Marketers Tuning In To Television Commerce

Despite a lukewarm reception from consumers, European companies have high hopes for t-commerce and expect to expand their use of television for commerce, according to a report on eMarketer.

A survey from Accenture has shown that t-commerce remains a minority activity but a significant proportion of executives are enthusiastic about the technology and plan to utilise it in the near future.

At present, only 4% of European companies use t-commerce as part of their sales strategy but 28% intend to integrate the format over the next three years. Communications and high-tech companies lead the way with 6% reporting some usage and almost a third expect to use the format in the near future.

Television commerce is set to prove even more popular with financial services firms, 36% of whom plan to make it part of their sales strategy. Utility and manufacturing companies are least likely to implement t-commerce, with only one in five expressing an intention to do so.

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