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November 22, 1993


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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