New "Hands On TV" Survey Looks at iTV

Gambling, advertising and the wide range of programming available are thought to be the most popular aspects of the UK's interactive TV system (iTV) at present. This is according to Netpoll's new Hands On TV study into users' attitudes towards the new medium.

Shopping was also viewed positively by the respondents, but to a far lesser degree. However, email and TV-Internet were found disappointing by most in the survey.

The survey has revealed several factors thought to be of great significance to the future of success of iTV as well. These include the influence of the following:

• Early user groups, including Early Clickers, Daytime Dabblers and Silver Sofas.
  
• Consumer benefits, including choice, personalisation and social interaction.
  
• Rules for success include keeping it simple and consistent.

According to Mike Bloxham, CEO of Netpoll, "Hands On TV is intended to fill the gap in our understanding of what is driving take-up of interactive services on TV. If iTV is to succeed then currently passive viewers need to become active users. This is a major transition and will only be successfully accomplished on the basis of a real understanding of the motivations and concerns of users."

Hands On TV is based on face-to-face interviews covering the iTV habits and attitudes of over 50 households in seven UK cities. It is designed to become the definitive attitudinal research for the iTV sector.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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