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Connected TV lacks the popularity of 'live' viewing

Posted: 12 Jul 2011     Print Version  Bookmark and Share

Keywords:technology  connection  age groups 

Knowledge Networks' report, "Connected TVs: A How People Use Media Report," based on responses from 1008 people—ages 13 to 64—in TV homes, with interviews conducted in April 2011, finds that viewers of all age groups still prefer "live" TV over "high-control" technologies. Among connected TV viewers, almost half (47 per cent) prefer watching a programme at its regular time, while DVR users come in second at 23 per cent.

"Connected TVs are now clearly a mainstream technology if defined by presence in the home—but actual usage is a different story," says David Tice, VP and group account director at Knowledge Networks. "Finding ways to 'turn on' the installed-but-inactive population may be the key to growth in every area. One potential approach: Tap into the unmet needs of pay TV consumers, such as the ability to access web-like search tools and social media through their TV set," he adds.

The new research shows that connected TV homes are in many ways an advertiser's dream. Compared to those without connected TV, viewers in connected homes are more likely to be male, young, have kids, and have higher median household incomes. Not surprisingly, homes with connected TVs are also more likely to have almost all types of TV technology, including HDTVs and DVRs.

But a preference for live viewing is still evident within all generations; among connected TV viewers, almost half (47 per cent) say that watching a programme at its regular time is their first choice when deciding what to view in the evening. Gen Y shows the strongest preference for the technology—but still chooses live viewing by almost two to one.

Many households have yet to embrace the connected TV technology; among 13 to 64-years old in "capable but unconnected" TV homes, only one fifth (21 per cent) expect to connect in the next year. And, among the 40 per cent of 13 to 64 years old who are in homes without a capable device, just eight per cent expect to get such a device in the next year.

Buffering and poor picture quality are no longer barriers to satisfaction with connected TV. The data reveals that two-thirds of connected TV viewers believe the picture and sound quality are about the same as, or better than, their regular TV reception. Viewers also like the flexibility to watch anytime and the wider selection of content.

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