It has provided more choices. As consumers, we want a variety of purchase and entertainment options and we want to make these buying decisions in real-time and then move on to the next thing in our lives. Our living rooms are the proof of the growth in this area. Consumers can now experience a shopping spree from the comfort of their living room. The lines between television and PC will continue to blur, with the end result becoming the single largest and most powerful source of e-commerce in the home.
Advertisers can now communicate more effectively and target consumers better than ever.
Programmers will deliver broader and richer interactive content to viewers. Manufacturers of products and services will be able to better optimize facilities and control costs as a result. These changes have shifted and will continue to shift the spending habits of the consumer. It is ever more important to understand the purchase dynamics and consumer segments because so many choices exist. And it's not just an American phenomenon.