tionally viewed as the most computer literate people in the population – with 65% saying they would prefer to use digital TV.
Most of those who favoured digital TV said they thought it would be more secure, accessible and easier to use than the Internet. A third said they wanted to use a TV because they did not own a computer.
Paul Richer, senior partner at travel technology consultancy Genesys, said: “People are already conditioned to trust what they see and hear on the TV. I think they will implicitly trust TV companies to ensure that anyone selling holidays through them is reliable.
“Digital TV is going to be a much more regulated environment than the Internet. Anyone can set up a Web site and purport to sell travel but that just won’t happen on TV.”
The Gallup survey also showed that people were more likely to buy holidays over a TV or the Internet than any other product. Altogether, 75% of those surveyed said they would buy a holiday; 70% said they were willing to buy books, CDs or videos; and 48% said they would buy electrical products.
TV set-top box manufacturer Pace Micro Technology, which commissioned the Gallup survey, said holidays were a popular e-commerce product because they could not be viewed before purchase. Therefore, a lot of extra information could be shown about them using electronic means.
Pace chief executive officer Malcolm Miller said:”A travel agent could enable prospective customers to ‘visit’ their desired holiday locations, sample the range of hotels in the area, visit the local sights and obtain information on the local area, food and weather.”
THEMAJORITY of UK consumers would prefer to buy holidays and goods on digital TV rather than over the Internet, according to a new survey by Gallup.
Out of the 1,000 people surveyed, 42% said they would rather shop via their TV, while 26% preferred the Internet.
The figure was even higher among 16-24 year olds – traditionally viewed as the most computer literate people in the population – with 65% saying they would prefer to use digital TV.
Most of those who favoured digital TV said they thought it would be more secure, accessible and easier to use than the Internet. A third said they wanted to use a TV because they did not own a computer.
Paul Richer, senior partner at travel technology consultancy Genesys, said: “People are already conditioned to trust what they see and hear on the TV. I think they will implicitly trust TV companies to ensure that anyone selling holidays through them is reliable.
“Digital TV is going to be a much more regulated environment than the Internet. Anyone can set up a Web site and purport to sell travel but that just won’t happen on TV.”
The Gallup survey also showed that people were more likely to buy holidays over a TV or the Internet than any other product. Altogether, 75% of those surveyed said they would buy a holiday; 70% said they were willing to buy books, CDs or videos; and 48% said they would buy electrical products.
TV set-top box manufacturer Pace Micro Technology, which commissioned the Gallup survey, said holidays were a popular e-commerce product because they could not be viewed before purchase. Therefore, a lot of extra information could be shown about them using electronic means.
Pace chief executive officer Malcolm Miller said:”A travel agent could enable prospective customers to ‘visit’ their desired holiday locations, sample the range of hotels in the area, visit the local sights and obtain information on the local area, food and weather.”