Abstract:

New communications technologies are promising an array of new interactive services that will be available in the near future to consumers. In assessing the market for interactive television, our research focused on these objectives: 1. What is the general level of interest in interactive TV? (a) What proportion of the U.S. adult population is currently interested in interactive TV? (b) What are the demographics of those who express interest in interactive TV? (c) How much are consumers willing to pay for access to interactive TV services? 2. What specific services are of most interest to U.S. consumers? (a) What are the demographics of those most interested in nine specific types of interactive TV services? (b) What is the key service that is likely to stimulate consumer demand? 3. How can interactive TV be packaged for most effective marketing to consumers?