Nearly half of Brits (45 percent) have never used the Red Button interactive digital TV service, says Moneysupermarket.com.
According to research by the comparison website, 13 percent of UK TV viewers claimed they had no idea what the Red Button service offered, while 19 percent said they didn't use the service because they thought they would be charged for it.
James Parker, manager of mobiles and broadband at moneysupermarket.com, said: "Most people still associate the red button on their remote with the traditional teletext. But since the boom in digital TV take-up, the red button has opened up a whole new world for viewers.
"It is a shame that almost a third of users don't understand what going interactive is, and as a result they are missing out on some great services. Providers should do more to educate their customers on what extra services and additional programmes are available if they hit the red button."
Moneysupermarket.com said that of those currently using the service, 28 percent claimed it was one of the best TV innovations ever.
"The red button has revolutionised the way TV works in the UK. I would urge customers who haven't embraced the button to check with their provider what's available, or if you already have a digital TV subscription to check the types of services on offer," added Parker.
See also: How to watch live digital TV on your PC