British viewers cautious about connected TV
16.01 Europe/London, December 19, 2011 By Robert Briel

Only 15% of UK consumers say they will own a connected (or ‘smart TV’) within the next 12 months, according to a recent study by YouGov.

The research company carried out a multi-country study in November 2011 with almost 13,000 respondents and the full findings on technology device ownership, content and attitudes is due for full release in Q1 2012.

At the moment, one in ten people in the UK own a smart TV and though intention to purchase is currently very low, YouGov says that sales could well be stimulated by the UK launches of Google TV and Netflix, as well as major sporting occasions such as the European Football Championships and the Olympics.

Dan Brilot, media consulting director at YouGov, said that a main driver for adoption of smart TV in the future could be the increasing availability of content which is currently only available on broadcast television.

Just over one third (36%) of UK respondents aged 18-24 claimed that they would be encouraged to purchase a smart set if more of the TV content they normally watch was available on the internet.

Brilot also said that social offerings on smart TV sets could be a huge driver: “Viewers are now able to share and comment on media using Facebook and Twitter, even setting up ‘virtual living rooms’ where programmes are watched at the same time between friends but at different locations with social networks enabling the sharing of the viewing experience.”