UK smart TV momentum stalls
Joseph O'Halloran ©RapidTVNews | 15-12-2011 New research from YouGov has found that UK demand for smart TVs has slowed considerably with only 4% of Brits aiming to add to the tenth of the population who already own such TVs.
Moreover, YouGov’s survey also pointed out that over half (52%) say they definitely won't purchase a Smart TV, while one quarter (25%) were unsure or didn’t know. A further 7% were unaware of them.
Looking as to what would be the gating factors to smart TV adoption, YouGov identified compelling alternatives and affordability as the key sticking points.
In the former regard, YouGov noted consumer recognition of connectivity via other devices such as games consoles. For example, 15% of the UK population own a Microsoft Xbox 360 and 13% own a Sony PlayStation3, both of which can be used to access online video services such as LOVEFiLM, 4OD, YouTube and iPlayer. In terms of affordability, 28% of those who weren't sure if they would purchase a smart TV said the ability to pay in instalments would encourage them to reach for their wallets.
Other potential obstacles included the availability of content with just over one third (36%) of respondents aged 18-24 claimed that they would be encouraged to purchase a Smart TV set if more of the TV content they normally watch was available on the internet.
Commenting on the findings, Dan Brilot, Media Consulting Director, YouGov said: "There can be no burying of heads in the sand. This uncertainty and confusion amongst consumers about the technology is clearly an obstacle for manufacturers who will have to raise awareness of their product’s capabilities if Smart TV’s are to become as ubiquitous as Smartphones.
"It will be even tougher if the games console industry starts educating consumers about their products’ internet capabilities, particularly when the third (34%) of British consumers who already own a Nintendo Wii will be able to access TV services like Netflix through their devices as their US counterparts already can"