A third of consumers are aware of Google's Chromecast streaming stick

Michelle Clancy | 09-12-2013

Google Chromecast is gaining in consumer awareness, thanks not only to the buzz in the press but also a major US TV campaign for the over-the-top (OTT) streaming dongle.

According to NPD Connected Intelligence, within the first four months of its launch, 33% of consumers are now aware of the device. This is a tall order considering that the category is dominated by Apple and Roku which, combined, represent a 78% share of all streaming media players installed in consumers' homes.

In addition to the TV ads, Google itself has been the primary source of this awareness, with 41% of consumers who are aware of Chromecast saying they learned about it on Google's website. Online ads and word of mouth also contributed to the heightened awareness. Retail, however, has not yet become a strong influencer, with only 11% of consumers saying they became aware of the product and service either in-store or on a retailer's website.

Among those consumers who are aware of Chromecast, 48% said they are extremely, very or somewhat likely to use it. Chromecast's low price ($35) and promise of simplicity are driving more interest than the core value proposition of delivering apps to the TV, the firm found: affordability is the No 1 reason cited for interest in using Chromecast by nearly half of consumers, followed closely by being easy to set up/use (42%) and delivering apps onto TV (32%).

"Chromecast's affordability and ease of use are certainly good selling points, especially for impulse purchases," said John Buffone, director of devices at Connected Intelligence. "Filling retail discovery gaps and continuing this early marketing blitz will ensure Chromecast stays front and centre in consumers' minds."

He added: "Promoting new app releases, such as HBOGO, Pandora and Hulu Plus will also help sustain the buzz and generate usage."