Nearly one half of all consumers in the U.S. and six select European countries don’t know what the term IPTV means, according to a study from Accenture.

The study, which polled 6000 randomly chosen consumers, also found that the ability to personalize TV or have a massive library of movies was among the most desired services. Additionally, Accenture reported that only 12% of consumers said the ability to get more channels was the most interesting aspect of IPTV.

“The personalization wasn’t surprising since we’re in an on-demand world,” said Greg Douglas, managing partner of global convergence practice. “What was interesting was that getting more channels was only at 12%. Most of the advertising about TV [service] now is around getting more channels.”

On the low end of the application wish list was interactivity. However, that may have more to do with a lack of education among consumers on what interactivity can mean, Douglas said.

Among consumers who didn’t understand the term IPTV—46% of the total—many thought of it as a new version of cable TV or satellite service. Douglas’ interpretation of that number was that many are linking IPTV with high-definition. A solid percentage of U.S. consumers, 21%, thought it meant “watching TV on your computer.”

Though not all that different from other surveys of market awareness, the Accenture study found a wide disparity in people’s willingness to pay for IPTV with age being the greatest factor. People under 25 were twice as likely as consumer over 35 to be willing to pay more for IPTV services.

“[The under 25 set] is used to personalization,” he said. “They also understand that using services cost money and when I pay money I get something cool and innovative.”