Abstract:

There is much current discussion of iTV finally reaching a critical mass. However, these discussions tend to lack context - how rapidly are interactive TV (iTV) applications being rolled out?How are nascent iTV applications capturing the attention of consumers and meeting their needs? This paper - based on a series of large-sample ownership surveys and smaller-sample recontact studies - will help fill that void through detailed information on the availability, use of, and interest in, iTV applications in U.S. households. Knowledge Networks/SRI collected this information in telephone interviews, enumerating iTV capability in national surveys, questioning iTV households about their iTV activity, and measuring the interest of non-iTV homes in iTV features.