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Chromecast awareness 33%

December 4, 2013

After just a few months on the market, Google Chromecast is gaining traction, suggests the new Chromecast Report from NPD Connected Intelligence.

According to the company, within the first four months of its launch, 33 per cent of consumers said they were aware of the device, which NPD suggests is a high awareness level for a new consumer technology product that has only been on the market for a short time. Google is the latest manufacturer to enter this category which is dominated by Apple and Roku who combined represent a 78 per cent share of all streaming media players installed in consumers’ homes.

Google itself has been the primary source of this awareness, with 41 per cent of consumers who are aware of Chromecast saying they learned about it on Google’s website. Online ads and word of mouth also contributed to the heightened awareness. Retail, however, has not yet become a strong influencer, with only 11 per cent of consumers saying they became aware of the product and service either in-store or on a retailer’s website.

Among those consumers who are aware of Chromecast, 48 percent said they are extremely, very, or somewhat likely to use it. Chromecast’s low price and promise of simplicity are driving more interest than the core value proposition of delivering apps to the TV. Affordability is the number one reason cited for interest in using Chromecast by nearly half of consumers, followed closely by being easy to set up/use (42 per cent) and delivering apps onto TV (32 per cent).

“Chromecast’s affordability and ease of use are certainly good selling points, especially for impulse purchases. Filling retail discovery gaps and continuing this early marketing blitz will ensure Chromecast stays front and centre in consumers’ minds,” said John Buffone, director, devices, Connected Intelligence. “Promoting new app releases, such as HBOGO, Pandora, and Hulu Plus will also help sustain the buzz and generate usage.”


Categories: Articles, Consumer Behaviour, OTT, OTT, Research