4i GROUP REVEAL BENEFITS OF INTERACTIVE TV
Added: (Thu May 17 2001)
Pressbox (Press Release) -
STRICTLY EMBARGOED UNTIL 00:01 HOURS 22/05/01Research (MORI) about to be released by the 4i Group (21/05/01) sheds new light on the effectiveness of interactive TV. Retailers and service providers who may have been wary of developing a presence on iTV might reconsider their motives and objectives in light of the results of the Interactive TV Effectiveness Survey. New findings about iTV audience behaviour reveal that consumers’ shopping patterns are changing both within the new media space and in the High Street as a result of browsing interactive TV services.
The 4i Group, who have a long history in branding and convergent media, suspected that there were indirect benefits for organisations with an iTV presence, in addition to direct sales. As a result, they commissioned a survey investigating viewing patterns, experiences and how consumer perceptions and behaviour changed as a result of using interactive TV services.
There are now almost as many iTV households as there are PC Internet households in the UK. In terms of penetration, interactive TV has reached critical mass for consumer advertising.
“Our effectiveness survey shows that interactive TV provides an unexpectedly effective vehicle for commercial communication.”
Deborah Loth, Convergence Director