CHAPTER 3· THE INTERNET MACRO-ENVIRONMENT
Figure 3.9Relative use of the Internet and interactive TV
Percentage
100
90
80
70
60
50
40
30
20
10
0
Key
% of iTV users ever using via PC % of iTV users ever using via iTV
E-mail
Information
searching for
self
Brow
sing for fun
Buying book
s, CD
s, video/DVD
s
Bank/B
S account
s
Buying gift
s/pre
sent
s
Downloading mu
sic/video
Clothe
s/per
sonal good
s
Buying
service
s (eg in
surance)
Hou
sehold good
s^ s
hopping
Sport
s new
s
Lis
tening to radio/audio channel
s
Online game
s
TV programme background/web
site
Regular grocery
shopping
Voting in TV
show
s
Figure 3.10Components of an interactive digital TV system