Think of this every time you examine an interactive option. Second is compatibility. It's going to have to change its way for me. The third criteria is credibility. Even today, I become concerned when someone calls or I get something in the mail that indicates they know a lot about me.
Social acceptance is the fourth criteria.
Fifth is cost. The January 1994 Media Matters newsletter estimated the cost per hour of using various media. It costs about a penny an hour to listen to the radio. Complexity is sixth. The consumer has to be able to recognize and see benefits immediately.