--But Interactive TV Services Prove Popular with Those Who Use Them
According to a new survey commissioned by UK-based price comparison site, moneysupermarket.com, 20 million (i.e. 45% of) UK adults have never used any interactive TV services; and over 9 million (i.e. 19%) avoid free interactive TV services, such as the red button, TV programming guides and TV on-demand, due to fear of costs--all despite the fact that the UK has almost completed its nationwide digital switchover. The survey also found that over 6 million (13%) of UK adults admit to having a severe lack of awareness of the interactive TV services available to them and don't understand what the red button does, dismissing it as all "over their heads," moneysupermarket.com says. "Most people still associate the red button on their remote with the traditional teletext," James Parker, moneysupermarket.com's manager of mobiles and broadband, said in a prepared statement. "But since the boom in digital TV take-up, the red button has opened up a whole new world for viewers. It is a shame that almost a third of users don't understand what going interactive is, and as a result they are missing out on some great services. Providers should do more to educate their customers on what extra services and additional programs are available if they hit the red button."
The survey also contained some more encouraging results for the interactive TV industry. According to moneysupermarket.com: of the 55% of UK adults who are using interactive TV services, 28% say that the red button is one of the best innovations in TV ever; a further 20% "feel they have extra freedom with the red button, giving them more control over the timings of their programs"; and 8% say that they hardly watch scheduled TV, preferring VOD instead.
The survey is based on an online poll by Opinium Research of 2,008 UK adults from August 21st through 25th. Its results were weighted to ensure that it was nationally representative, moneysupermarket.com says.
