Emerging markets lead smart TV uptake
Joseph O'Halloran | 30-08-2013
Consumers in emerging markets are twice as likely as those in mature markets to purchase an Internet-enabled smart TV over the coming year, according to a new report by NPD DisplaySearch.
The analyst’s DisplaySearch Quarterly Smart TV Usage Study found that nearly three-quarters (71%) of flat-panel connected TV owners in such markets report they are likely to purchase a smart TV in the next 12 months, compared with 37% in mature markets. In all markets this amounted to just fewer than 60% of people saying that they were likely to purchase a smart TV in the next 12 months.
The survey also found that of the connected TV owners in emerging markets who are not likely to purchase a smart TV in the next 12 months, a quarter mentioned that they owned other smart devices that could access the content they wanted. Consumers also cited the high cost as one of the reasons for not planning to purchase a smart TV in the next 12 months. Reasons also varied by country: Russians’ most cited reason (35%) was the existing ownership of other smart devices; in Indonesia, smart TV pricing was the major purchasing hurdle; in both Turkey and Mexico, consumers did not see the need for a smart TV in connected flat-panel TV households, since many of the households already owned one.
Consumers in emerging markets did not consider either expanded application stores or video conferencing capabilities as important for their future smart TV purchases.
“Features that are key to future smart TV purchases include being able to search for online content, Web browsing, and video-on-demand (VOD) services, as they allow consumers to access entertainment, news, and other online content such as shopping,” said Riddhi Patel, research director at NPD DisplaySearch.