Interest in interactive television is on the rise, according to a survey conducted by Harris Interactive  for interactive television solutions provider Ensequence,  which found that 55% of drama viewers and 70% of sports viewers would like interactive features. Both numbers were up five percentage points from a similar survey conducted in 2007, researchers said. The new survey of 2000 U.S. adults conducted online also found that 74% of reality show viewers wanted to interact.

Interest in interactive advertising also has increased, the survey found, with 58% of viewers saying they would request free samples and 43% of viewers saying they would locate a local retailer that carries an advertised product—up nine percentage points and two percentage points, respectively, from the 2007 survey.

The recent study also found that 17% of television subscribers would “definitely” or “probably” switch service providers to get interactive features, suggesting that service providers who offer compelling widgets and applications may build competitive advantage,

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“This study shows that consumer interest in interactivity is substantial and that interactive television presents an important strategic opportunity for programmers, advertisers and service providers to increase the value of their respective businesses,” said Peter Low, Ensequence president and CEO in the announcement.

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