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With the proliferation of video-on-demand (VOD) and prime-time shows featuring two-screen interactivity such as voting via cell phone or Internet, many Americans are leaping into interactive television (iTV). This revolutionary shift in television viewing from a passive activity to an active one has infiltrated living rooms without most viewers realizing the potential impact of the new technology. DTV View recently conducted a survey designed to discover how consumers are using iTV currently and which possible applications are the most appealing.
Based on a survey of more than 400 U.S. adults, this DTV View report investigates:
- Who is already using VOD and two-screen iTV?
- With nearly endless possibilities for interactivity, which iTV features and functions are of greatest interest to viewers: TV-centric, PC-centric, or t-commerce?
- Which single-screen iTV applications are most likely to succeed in the U.S. marketplace?
- Which types of viewers are most likely to respond?
Results are cross-tabulated by demographic and technographic traits. Content creators, iTV technology developers, venture capitalists, and cable- and satellite-TV systems operators are among those who will be interested in the findings presented in this report. This report is 42 pages in length and contains 28 charts.List of Figures:
1. Figure 1: Respondent Demographics
2. Figure 2: Respondent Technographics
3. Figure 3: Primary Method of Receiving Television Signals
4. Figure 4: Subscription to Digital Cable among Cable-TV Households, by Household Income
5. Figure 5: Respondents Having Computer in Same Room with Primary TV Set, by Weekly Hours Watching TV
6. Figure 6: Premium Channel Subscription, by Television Service Type
7. Figure 7: Digital Video Recorder Penetration, by Reported HDTV Ownership
8. Figure 8: Respondents Who Reported Having Used VOD, by Cable Service Type
9. Figure 9: Presence of TV Game Console, by Number of Children in Household
10. Figure 10: Frequency of Personally Using TV Game Console
11. Figure 11: Frequency of Personally Using TV Game Console, by Respondent Age
12. Figure 12: Percentage of Respondents Who Have Used Telephone/Cell Phone or Computer/Internet to Respond to Question Posed on TV Program, by DVR Usage
13. Figure 13: Percentage of Respondents Who Have Used Telephone/Cell Phone or Computer/Internet to Respond to Question Posed on TV Program, by Respondent Age
14. Figure 14: Interest Ratings for Various Interactive Television Features and Functions
15. Figure 15: Interest in Various Interactive Television Features and Functions, by Respondent Age
16. Figure 16: Interest in Various Interactive Television Features and Functions, by Presence of Children in Household
17. Figure 17: Interest in Various Interactive Television Features and Functions, by Gender
18. Figure 18: Interest in Various Interactive Television Features and Functions, by Prior Use of Two-Screen iTV
19. Figure 19: Interest in Various Interactive Television Features and Functions, by Prior Use of Video-On-Demand
20. Figure 20: Interest in Various Interactive Television Features and Functions, by TV Service Subscription
21. Figure 21: Overall Interest in Using Interactive Television
22. Figure 22: Overall Interest in Using Interactive Television, by Respondent Age
23. Figure 23: Overall Interest in Using Interactive Television, by Presence of Children in Household
24. Figure 24: Overall Interest in Using Interactive Television, by Gender
25. Figure 25: Overall Interest in Using Interactive Television, for Demographic Subgroup
26. Figure 26: Overall Interest in Using Interactive Television, by Prior Use of Two-Screen iTV
27. Figure 27: Overall Interest in Using Interactive Television, by Prior Use of Video-On-Demand
28. Figure 28: Overall Interest in Using Interactive Television, by TV Service Subscription
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