The UK’s Pace Micro Technology has released some findings from its latest survey into the attitudes of consumers to digital television, The Pace Report 2000. The results gave some comfort to those in the TV industry who fear the rise and rise of the PC. According to the report, 42 per cent of consumers would feel more comfortable using TV rather than the PC for home shopping. Twenty-six per cent stated a preference for the PC, while only 25 per cent said they would use neither to buy from home. Amongst consumers who expressed a preference, 59 per cent preferred interactive TV to PC-based home shopping, while 37 per cent preferred the PC. Surprisingly, the margin in favour of the TV actually increased in the 16-24 age group. Sixty-five per cent of 16-24s preferred interactive television. The report also showed a high level of awareness of new services likely to be offered via digital TV. Seventy-two per cent of respondents were aware that home-shopping and banking would be features offered by digital TV, despite the fact that they are currently far from universally available. However, email via the TV seems to be less popular. Fifty-two per cent of respondents said they would be more comfortable using the PC for email and Internet access, while 21 per cent would prefer to use the TV for these services.

The report was based on a survey of 1,004 consumers carried out by Gallup. The results of the poll will of course be welcome to Pace, the success of whose products depend to a large extent on the take-up of new TV-delivered services.