Consumer engagement with digital communications services

Kate Reeve and Dave Saville

How can organizations influence consumer engagement in the converged world? This paper highlights a variety of opportunities to promote UK consumers' engagement with digital communications services.

Consumer engagement with digital communications services

Kate ReeveOfcom, United Kingdom

Dave SavilleSaville Rossiter-Base, United Kingdom

INTRODUCTION

Historically much of our research, and thus our understanding of consumer needs and attitudes has been platform specific – how do people use the internet, what do they want to watch on TV, how do they decide which mobile phone to buy? But as communication services become more converged we need to more fully understand the role of consumer engagement across all these different platforms.

Ofcom recently commissioned a major research survey to explore consumer attitudes and needs across digital...

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