Re: UKNM: The Internet and TV

[Colin Donald]

Vin - yes, there is some research, but the whole area begs the question of

how it's possible to predict what people may want before they've actually

experienced a radically innovative product.


However, as people are now taking up interactive television via Sky Digital

and Open.... and there are figures available from the Microsoft WebTV trial,

some early indications are appearing.


Everyone wants e-mail. Open's e-mail service has attracted more than 500,000

prospective subscribers.


WebTV trial participants gave as their top preferences:


E-mail and Internet access

Games

Entertainment

News

Education

Video-on-demand


One note of caution. Both Sky Sports and Microsoft have said that it takes

some time for people with access to interactivity to start using it.


Sky Sports Extra (which gives viewers alternative camera angles) was used by

12% of subscribers at launch last autumn, rising to 35% in February 2000.


WebTV usage went through a similar phase of apparently low initial interest,

followed by a jump in usage. The proportion of subscribers using the

enhanced television feature (which provides additional information onscreen)

went from 9% in September 1999 to 26% in January 2000.


Regards, Colin


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At 04:02 01/04/00 +0100,

uk-netmarketingchinwag [dot] com

 wrote:

>At 14:57 29/03/00 +0100, Vin Sumner wrote:

>>Does anyone know of any good research on the likely consumer reaction

>>to all this, including what people will really want to do within and from

>>their TV set.

>

>Colin Donald at http://www.futurescape.com has done some work on this. They

>have some details on their website.

>

>

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>

e: samchinwag [dot] com

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