New interactive media: experts’ perceptions of opportunities and threats for existing businesses

Abstract

The research reported here takes a complementary approach to the direct user/consumer studies, by measuring experts’ perceptions of the likely impact of new interactive media (NIM) on different product markets. This has two benefits. First, it provides a different (and, arguably, better‐informed) perspective on consumers’ likely future response to NIM from the perspective obtained by direct consumer research. Second, the perceptions of these and other experts will strongly influence firms’ investment in NIM and their applications, which will in turn strongly influence the impact on consumers.