Digital Viewers Slow To Interact

50% of UK adults who have digital TV are unaware that they can use their TV remote control handsets to access interactive services or buy products, according to a report from research and advisory firm Gartner.

The report shows that of the total UK digital subscribers who knew they had access to interactive services, over 40% said they hadn’t worked out how to use them, while 35% said they had no interest in the services on offer. Only 6% of digital subscribers were found to have used interactive TV to buy products and generally purchased low value items priced between £10 and £50, such as pizzas.

Davnet Cassidy, an analyst for Gartner, said: “Television is a very powerful marketing medium, retailers need to use interactive advertising intelligently to seduce consumers to buy through interactive TV.”

The report says that advertisers need to go beyond standalone interactive TV commercials and sponsor TV programmes if they are to reach consumers effectively. It also suggests that digital TV operators should concentrate on “creative programming” and use interactive games and information services to increase awareness of interactive TV.

Speaking at the the New Media Age Congress recently, Mike Bloxam, CEO of Netpoll called on advertisers to keep interactive ads simple, saying: “The most effective ads are those which are basic and involve a clear and engaging call to action” (see Programme Makers Must Drive iTV Uptake).

Gartner: 01784 487 195 www.gartner.com

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