The study offers an in-depth examination of how the behaviour of eight advanced user households has changed over the past three years as new connected TV technologies have arrived. Even though half of the sample had acquired a smart TV over the past three years, no one was found to be using it as their main source for connected media entertainment since they found tablets, smartphones and other connected TV devices easier to use. Early adopters who have not purchased a smart TV yet were concerned that these products were not ready to deliver an adequate experience, and were happy to continue using other connected devices instead.
One participant noted: “The smart TV is limited in apps and doesn’t allow you to easily search. I had a battle between the PS3 and the smart TV in which one to use, and the PS3 won.”
“OEMs and app developers are failing to provide smart TV users with apps and services that enhance the TV experience,” says Taryn Tulay, Senior Analyst in the User Experience Practice. “Furthermore, an intuitive remote that works fluidly with the UI and provides ease of text input with an integrated touchscreen is imperative to consumers finding the apps and services functional on a TV.”
The study concludes that while traditional TV will continue to play a key role in domestic lifestyles, people will increasingly rely on the convenience of personal devices and OTT TV/video services to support their entertainment needs.
Methodology: Strategy Analytics undertook eight in-depth in-home observation interviews with connected TV and multi-device owners who were previously interviewed in 2010. The latest research was conducted in March 2013 in San Diego, CA, and London, UK.