Advanced Television

Research: Connected TV satisfies

December 30, 2010

Consumers are using the connected features of their connected TVs and say that they are pleased with the results, according to The NPD Group. The research firm’s Connected TV Owner Study reveals that nearly half of US consumers (45 per cent) who say they have an Internet-connected TV, access Internet features. Of those who have connected their TVs to the Internet, 57 per cent say they are very satisfied with the TV’s Internet features.

“Manufacturers are underselling the Internet features of connected TVs,” said Ross Rubin, executive director of industry analysis at The NPD Group. “Broadband features unlock worlds of on-demand content; manufacturers should provide the key by integrating WiFi.”

Of those consumers who have connected their TVs, more than half (57 per cent) are using it to access Netflix, 47 per cent are viewing videos on YouTube. Consumers are also taking advantage of the ability to access other networks in their homes. More than half (54 per cent) said they accessed video, music, or photos on their home networks.

“Video services are leading the way on connected TV usage,” said Rubin. “These include the ubiquitous Netflix and the rapidly expanding presence of Hulu Plus. But NPD research indicates that manufacturers have an opportunity not only to provide more content choices, but inventive ways to navigate them.”

According to NPD’s retail tracking service, sales of IPTV (connected) TVs have increased 38 per cent (January to November) compared to the same time period in 2009, and now make up nearly 12 per cent of all flat-panel sales.

Categories: Articles, Connected TV, Consumer Behaviour, Equipment, IPTV, OTT, Research, VOD