Red button world passes by 20 million Brits

Despite the fact that Britain has almost completed the nationwide digital switchover, almost half (45 per cent) of all adults have never used any digital interactive services according to a survey on digital TV from the UK's leading price comparison site moneysupermarket.com.

As the switchover is rolled out across the UK, a new interactive world has been opened up to households through the red button. However, there is a clear lack of understanding of what these services are and how they work, with over six million adults (13 per cent) admitting they have a severe lack of awareness and don't understand what the red button does or that it is all 'over their heads'.

TV on demand, information services and TV programming guides are free to users who can access them however, over nine million adults (19 per cent) shun these free interactive services because they fear they will be charged.

James Parker, manager of mobiles and broadband at moneysupermarket.com said, "Most people still associate the red button on their remote with the traditional teletext. But since the boom in digital TV take-up, the red button has opened up a whole new world for viewers. It is a shame that almost a third of users don't understand what going interactive is, and as a result they are missing out on some great services. Providers should do more to educate their customers on what extra services and additional programmes are available if they hit the red button."

Despite millions avoiding the red button, 55 per cent are taking advantage of the service and delving into interactive TV. Over a quarter (28 per cent) of people even say it is one of the best innovations in TV ever.  A further fifth (20 per cent) of people feel they have extra freedom with the red button, giving them more control over the timings of their programmes and one in 12 (8 per cent) people say they hardly watch scheduled TV, preferring on demand instead.

Parker added, "Whether it is for free services such as TV guides or for pay services like Sky Plus or Virgin's films on demand, the red button has revolutionised the way TV works in the UK. I would urge customers who haven't embraced the button to check with their provider what's available, or if you already have a digital TV subscription to check the types of services on offer."