A Harris Poll of 2,634 US adults reveals streaming video apps are the most popular apps for both Smart TV owners and consumers who don’t yet have a Smart TV. Three of the top five “must have” apps are Netflix (Owners 47 per cent/Non-owners 34 per cent), YouTube (Owners 44 per cent/Non-owners 31 per cent) and Amazon Instant Video (Owners 34 per cent/Non-owners 23 per cent). Social media giant Facebook (Owners 35 per cent/Non-owners 29 per cent) and online radio leader Pandora (Owners 28 per cent/Non-owners 18 per cent) round out the top five.
Younger adults (those 18-35) chose YouTube (Owners 57 per cent) as their top “must have” app over the more traditional experience offered by Netflix (Owners 54 per cent) and Amazon Instant Video (Owners 38 per cent).
Almost three-quarters (73 per cent) of non-Smart TV owners indicate that they are not that familiar (39 per cent) or not at all familiar (33 per cent) with Smart TV or Internet Connected TV, despite the fact that shipment data suggests that manufacturers are continuing to ship more and more Smart TVs.
This could be a major barrier to future purchase consideration, as only 7 per cent of those who are not familiar with Smart TV are likely to purchase a Smart TV within the next 12 months. Conversely, non-Smart TV owners with a greater level of familiarity are four times (4x) more likely to purchase a Smart TV, with 29 per cent suggesting that they are likely or very likely to purchase a Smart TV within the next 12 months.
“Younger adults desire a more social TV viewing experience,” says Manny Flores, Senior Vice President at Harris Interactive. “With the proliferation of social media sites like Facebook, Twitter and Google+, younger adults are not only more tech savvy, but are accustomed to being able to share their online experiences with their friends and family. So why not add TV viewing to the list of online experiences to share?”
“As the TV becomes a more overall entertainment device, it is only a matter of time before we see the mainstream use of additional content apps, such as Facebook, being used on the TV,” added Flores. “Yet, manufacturers and retailers evidently have to do a much better job of educating their consumers on what a Smart TV is and the benefits of a Smart TV experience. Increased familiarity appears to be the key to driving purchase consideration. Also, manufacturers need to hope that familiarity with smartphone and tablet apps translates into greater interest and adoption for apps that can be used on a bigger screen in the living room.”
Facebook, Amazon, Pandora, ESPN, Hulu+, Twitter, SyFy and HBO GO make up the top ten most downloaded smart Tv apps.