The interactive environment is developing rapidly with the continuing uptake of PC (personal computer)-Internet, digital TV (DTV) and mobile devices and the rollout of corresponding services. Now more than ever, marketers utilizing these channels to reach consumers must clearly identify the target audience and understand their motivations and attitudes, in order to convey the most appropriate messages, thus ensuring return on investment. This report answers numerous questions regarding the opportunities and trends in this rapidly developing environment, including analysis and discussion of the following critical issues: * Ownership and uptake of key technologies and services * Internet usage and access locations * Attitudes towards the Internet and resulting behavior * Understanding of new interactive platforms * The emergence of the multi-platform interactive consumer.
