An online poll conducted in June by FIND/SVP found that the features most valued by consumers interested in interactive TV are those that put them squarely in control. The survey, "ITV Makes a Comeback," found that 57 percent of respondents said they would be interested in movies on-demand, while 55 percent said creating program schedules was a feature they'd like to have on their TVs.
The survey of 1,000 adults ages 18 and up asked participants to choose two video-delivered activities that are most important to them. Among the findings: 56 percent of men and women ages 18-24 said they were interested in receiving VOD, including movies, while 62 percent were interested in DVR features. Among men and women ages 25 to 34, 60 percent were interested in VOD and 60 percent gave a thumbs up to DVR features.
As for polling, including voting on trivia questions related to TV shows, 16 percent of participants ages 18 to 24 said it was important, while 13 percent of 25 to 34s chose polling. Although questions are delivered via TV broadcasts, the actual voting is done online.
Video dating, a popular feature in the U.K., wasn't a highly desirable feature--with only 2 percent of 18 to 24s choosing it, 2 percent of 25 to 34s, and 3 percent of 35 to 44s. Among 18 to 24s, only 2 percent selected video gambling, while 6 percent of 25 to 34s chose gambling as one of their top features.
Shopping presented a notable contrast between the younger and older demographics. While 3 percent of 18 to 24s selected shopping via TV as one of their top features, 13 percent of those ages 55 and up selected couch commerce, perhaps for its convenience. Only 4 percent of 25 to 34s chose shopping, 8 percent of 35 to 44s, and 9 percent of 45 to 54s.
While online games are popular among all age groups, younger respondents who participated in the FIND/SVP survey expressed the most interest in playing TV-based games: 30 percent of 18 to 24s selected TV gaming as one of their top features, and 31 percent of 25 to 34s.
"Media companies will continue to see increased acceptance of these services as they give consumers greater control over their own television experience," said Lois Berman, project manager in the Strategic Consulting and Research Group at FIND/SVP, and author of the report.