Advanced Television

Poland: Most only use 7 buttons on TV remote

February 20, 2015

ADB, a provider of advanced solutions for connected homes and connected lives, has published results of a market research study conducted to increase the level of knowledge of TV viewers engagement with interactive applications through the use of remote control buttons.

The representative research was carried out in Poland by a local firm (OBOAK) among 350 adult viewers in age groups from 18 to 85 years old in December 2014 and January 2015.

According to the research, the average Polish TV viewer uses only 7 buttons of the remote control regardless if its a TV set or a set-top-box. As many as 4 out of 5 TV users know and utilise only 7 buttons on their remotes without not knowing the other 40, 50 or 60 do. In spite of an ever increasing number of customized options and new applications of traditional remote control buttons the respondents favor 7 of them: channel up/down, volume control up/down, source input, enter or ok button confirming choice and the power button. It seems that if the industry wants to compete with other digital devices at home, developers need to find a way to navigate predominantly with these 7 buttons.

Other findings include:
– Only 15 per cent of TV viewers utilise other buttons than the main ones and only 2 per cent of respondents boasted to know the functionality of all the remote control buttons are.
– The viewers have to deal with hundreds of applications, advanced functions and personalised settings, which perceived to be important by content deliverers but are considered too complex and impractical for average viewers, explains Gerald Wood, CMO at ADB.

The survey conducted for ADB also shows how an average Polish person uses TV set in general. It was discovered that 99 per cent of TV viewers watch TV channels, 87 per cent use EPG, 21 per cent use YouTube, 15 per cent record with DVR or USB Pen-drive but e-banking or browsing Internet sites is still very rare only 4 per cent.

Categories: Articles, Consumer Behaviour, Research