Interactive television (iTV) shopping will account of 44% of total U.S. TV-based shopping by 2005, reports Jupiter Media Metrix.
But, advertising on iTV will comprise only 7% of U.S. TV advertising in the same year. While Jupiter analysts predict advertising on iTV to represent a $4.5 billion business it will be fragmented across networks, carriers and third-party response networks.
The three forms of iTV shopping will include:
* iTV shopping programs, in which viewers use a remote control instead of a phone to buy items showcased on infomercials or shopping channels.
* iTV malls, in which viewers tune in to a Web-like catalog or store that carriers and their merchant partners provide within their own areas.
* integrated iTV shopping, in which viewers interact with offers embedded in commercials or programs, timed to take advantage of impulse buying.
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