If the behaviour of the elite is anything to go by, the prospects for connected TV in Europe are brightest in Norway and Russia.
According to the 2011 EMS Essential Guide, made available to an invited audience at a press conference earlier today (July 12) in London, 20.9% of Norwegians in an EMS profile population of 124,000 claimed to have watched internet content on a TV screen in the last month.
So, too, did 17.9% of Russians in an EMS profile population of 224,000, with the next highest figure being in the UK (13.4% of 880,000).
When asked as to whether they watched or listened to content from their PCs on the TV screen, Russians were in first place (24.9% of 311,000), followed by Norwegians (20.9% of 124,000).
UK viewers meanwhile scored highest (23.5% of 1,543,000) in watching VOD on their TV screens.
The EMS survey examines a total of 20 markets, 16 of which are in Western and four in Central and Eastern Europe.
It looks at the top 13% of the adult population, equivalent to 47 million people, while within this there is also a ‘select group’ encompassing the top 3%, or 8.2 million people.
EMS has introduced a new category, known as Young Affluent Metropolitans (YAMs), aged 21-44, into their study this year.
One interesting finding of the latest survey is that websites and mobiles have boosted the pan-European consumption of news/business news by the EMS study group.
Monthly reach of TV was 63%, rising to 71% and 74% when the web and mobile were factored in.
EMS will incorporate Turkey into its next set of results and is also undertaking studies on Africa and the Middle East, both of which will be released in Q2 2012.