About 76% of Americans are interested in buying products directly from television commercials and programs via their remote controls and 42% plan to do so over the next 12 months, according to a study by Connekt.
Yet many consumers are unaware such capabilities already exist, implying marketers need to do a better job of making these services better known.
The survey found that 65% of consumers would most likely buy products through their TV that were showcased on TV adverts, while 35% said they were more disposed to buying items featured on TV shows. Viewers are most interested in household goods, electronics and clothing.
The US is forecast to have 260 million connected TVs by 2020. Consumers rank convenience – the ability to buy products with a press of the remote – as the biggest attraction to so-called “t-commerce”.