4i Group Reveal Benefits Of Interactive TV

Research conducted by MORI Technology the technology division of MORI sheds new light on the effectiveness of interactive TV (iTV).

Research conducted by MORI Technology the technology division of MORI, about to be released by its sponsors the 4i Group (21/05/01) sheds new light on the effectiveness of interactive TV (iTV). 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 from the Interactive TV Effectiveness Survey. New findings about iTV audience behaviour reveal that consumers' shopping patterns are developing both within the new media space and in the High Street as a result of browsing iTV services.

The 4i Group, which has 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, it commissioned a survey investigating viewing patterns, experiences and how consumer perceptions and behaviour are affected as a result of using iTV services.

  • There are now as many digital TV users as there are internet users in Britain, with over one-third of the population using each technology
  • Shopping via interactive services is now higher than shopping via traditional dedicated TV shopping channels among those who have access to iTV.
  • One in twelve of those with digital TV have bought using the interactive services. This equates to over one million GB adults aged 15 or over
  • 44% of iTV users believe that shopping services on interactive TV provide a useful price comparison guide and 34% are interested in comparing prices using this medium before purchasing in High Street shops
  • 22% of those who have internet and digital TV feel more comfortable buying through their TV than over the internet
  • Almost half (49%) of those who have used the interactive services on digital TV have used the interactive shopping channels
  • Three in five of those using interactive shopping channels to browse products or services do so for ten minutes or less per week, but a quarter spend 20 minutes or more doing so
  • 42% of those who have used interactive shopping services have bought using this method
  • 34% enjoy browsing the interactive shopping services on digital TV
  • A quarter of iTV users have said that if their favourite shops are available on iTV in the future they will purchase products via the interactive services
  • 11% of iTV users say that their opinion of the companies they've seen on the interactive services on digital TV has improved since they started using them
  • 33% - one third - have viewed a product or service on iTV and have consequently visited High Street shops to buy it.

"Our effectiveness survey shows that interactive TV provides an unexpectedly effective vehicle for commercial communication." Deborah Loth, 4i Convergence Director

The survey illustrates the benefits of interactive TV and its ability to drive sales via other channels and act as an advertising platform. The digital medium raises brand awareness influencing both online and offline consumer activity and perceptions.

Deborah Loth, 4i Convergence Director is available for interviews Full Finding and Visuals available

Technical details

MORI interviewed 724 British adult (aged 15+) digital TV users, face-to-face, in home, between 19 - 24 April 2001. Of these, 273 had used the interactive services available via digital TV.

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