A research report reveals that over half the potential users of interactive advertising in the UK are not engaging with interactive TV because there are either too few incentives or they are still daunted by the prospect -- The study shows that those ignoring interactive adverts are also disregarding other interactive services on the Sky platform. The research was based on a telephone survey of 300 viewers who had not interacted with an interactive advertisement in the last year and were unlikely to interact in the next six months. A group of 100 viewers that had interacted and were likely to do so again were also interviewed. The researchers classified viewers into five groups: bitter ad haters, unengaged passives, apprehensive stargazers, unimpressed pragmatists, and dedicated interacters. The �dedicated interacters� make up around a fifth of the available audience, around 3.1 million. However, the �unimpressed pragmatists� feel there is not enough incentive to interact, while the �apprehensive stargazers� are too daunted by the prospect, believe that it will cost them money and takes too much time. Together these groups represent the biggest opportunity to grow the number of interactors, the study suggests.
The subscription business model has been one of the big success stories of the Internet era. From Netflix to Microsoft 365, more and more companies are moving towards recurring revenue streams by having customers pay for access rather than product ownership. The subscription economy cuts across many industries -- such as streaming services, software, media, consumer products, and even transportation with the rise of mobility-as-a-service. A new market study by Juniper Research highlights the central challenge facing subscription businesses -- reducing customer churn to build a loyal subscriber installed base. Subscription Model Market Development The Juniper market study provides an in-depth analysis of the subscription business model market landscape and associated customer retention strategies. A key finding is that impending government regulations will make it easier for customers to cancel subscriptions, likely leading to increased voluntary churn rates. The study report cites the