Research has revealed that as the digital switchover rolls out, almost half of UK adults have never used a red-button service. The survey by Moneysupermarket.com found 45% of UK adults (20m) have never used interactive TV, of which 19% (9m) cite a fear of costs as their reason.

Of those who do use the red button, 55% said they thought it was one of the best innovations in TV, 20% believe they have extra freedom with the red button, and 8% said they hardly watched scheduled TV, preferring on-demand instead.

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