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November 22, 1993

THERE WILL BE A MARKET FOR INTERACTIVE MULTIMEDIA, DATAQUEST SURVEY FINDS

By CBR Staff Writer

Consumers are keen to buy interactive multimedia products if they are at an affordable price, according to the results of a survey by Dataquest of San Jose, California. The survey indicates more than 67% of respondents are likely to purchase interactive television services when available through cable networks, when the price reaches $76 to $100, according to the results. The survey covered 200 consumers with minimum household incomes of $30,000 who own either a home personal computer or video game console. Over 80% of respondents subscribe to cable television with 47% of those subscribing to premium channels, almost two-thirds of which are movie channels. Over 40% of the sample own a television-based video game system, while 7% own a CD-ROM drive for use with their personal computer. Respondents ranked interactive news and educational programming as the most desirable interactive services. Video-on-demand also showed a compelling demand from more than 73% of the consumers surveyed. The survey is published in the Dataquest Focus Report entitled Demand for Multimedia in the Home.

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