Photo Credit: Espensorvik
As Google announces their interactive TV service will be available outside the United States for the first time, research commissioned by ebay reveals that one in four Britons will actively participate in interactive viewing for tasks like shopping.
The report shows that direct retail sales from Interactive TV will see an increase to nearly £750m by 2014 compared to £54m in 2011.
Interactive TV can provide an opportunity for retailers to try a new way to engage with customers. As online use through television continues to grow, retailers will need to adjust their online content to fit interactive TV like adding more videos, graphics, and animations.
"With the launch of Google TV and similar devices on the horizon, internet shopping will become a lean back rather than a lean forward experience," said Angus McCarey, UK Retail Director for eBay. "TV is associated with leisure and there is a real opportunity for retailers to engage consumers like never before using multimedia to make experiences richer and more immersive. It’s a really exciting time for the sector as new ways of reaching consumers continue to develop."
Many consumers use mobile devices while watching TV and eBay suggests that integrating mobile devices with television programmes can provide a more engaging experience while boosting selling opportunities during shows.
McCarey predicts that third wave technologies will transform the retails market.
"We are entering a period of transformation in the retail sector. Consumers are driving this as they demand more choice, more interactivity, specialist knowledge and price transparency," said McCarey. "Third wave technologies are about meeting those demands and presenting information back to consumers in ways that haven’t been possible before: using virtual reality to try clothes on, or watching your favourite show on TV and buying the box set at the same time."
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