Forget the Internet!Digital TV is the UK’s preferred launching pad into Online shopping. A newsurvey appears to prove that e-shopping is taking off much more quickly throughthe television set than through the personal computer, according to a surveypublished today.

About 7 per cent ofsubscribers – 280,000 viewers – to Sky Digital, are believed to have shopped ontheir television set through Open, the interactive retail service available todigital satellite homes. BMRB, the market research company that compiled thefigures, estimates that the same level of sales was only reached in the UKInternet market at the end of 1996, several years after Internet services becameavailable.


Internet users havetypically been on the web for six months before completing their first purchase,according to BMRB, whereas Open shoppers have purchased within their first twomonths.


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