INMA_A01.QXD

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