US consumers open to TV-based ecommerce

12/21/2000

46 percent of consumers are interested in 't-commerce'.

Results from the survey suggest that certain TV-based ecommerce services will enjoy far greater popularity than others. While 53 percent of consumers are interested in printing coupons from their TV sets, only 33 percent said they were interested in ordering meals via the TV.

TechTrends said the most likely users for TV-based ecommerce services include premium cable and direct broadcast satellite (DBS) subscribers, active online buyers, and customers of home shopping channels.

More than 80 percent of the most active home shopping channel customers said they would be interested in ordering and paying for goods through their TV. Of those, 27 percent said they would pay a monthly subscription fee for such a service.

According to TechTrends, TV-based ecommerce provides an opportunity for online retailers such as Amazon and Yahoo to expand their markets.

In addition to retailing, TV-based financial services emerged from the survey as a potentially profitable market, with 34 percent of those polled expressing an interest in banking and investing through their TV sets. However, only 6 percent of consumers are prepared to pay more than USD3 a month for this type of service.

Source: NUA Internet Surveys

Date of Article: December 21, 2000

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