Strong demand seen for Web TV
- Added:
- Mar 30, 2006
The research, carried out by GfK NOP, as part of the bi-annual Digital Entertainment Survey, revealed that price, usability and marketing are the key barriers for unlocking Web TV’s potential.
The consensus amongst UK broadband users that they would not pay more than £25 per month for Web TV services.
The report states that while this might be a difficult price point to get to it would result in a £1bn industry if all of these 3.7 million broadband users were to subscribe.
Respondents also stated that usability is a vital factor in Web TV take-up. The report said that providers of online programming must make a complicated technology extremely easy to use in order to encourage take-up beyond the early adopters.
Marketing is also important in terms of the way that the offering is positioned and communicated. According to GfK NOP, such a service needs to be sold on benefits – i.e. the content available – as opposed to technology.
Niall Rae of GfK NOP comments: “Our research undoubtedly points to good demand for broadband TV, so the outlook for providers in this area is extremely positive. It is key, however, that pricing, usability and marketing strategies are at the centre of this emerging market in order to ensure that it doesn’t become yet another over-hyped technology which fails to reach its potential.”
The Digital Entertainment Survey is part of GfK NOP’s Internet User Profile Survey (IUPS). Running since 1995, the IUPS monitors Internet and digital media usage across Great Britain and interviews 1,600 respondents per wave in June and December each year.