Netflix, YouTube smart TV owners’ must have apps

Editor | 20-07-2012

The popularity of apps with smartphone and tablet users is now being translated to the living room via connected TV, a new Harris Poll has shown.

Harris Interactive’s survey of 2,634 U.S. adults between May 7 and May 15, 2012 revealed that streaming video apps are the most popular apps for both Smart TV owners and consumers who don't yet have a Smart TV. Three of the top five "must have" apps are Netflix, cited by 47% on connected TV owners and 34% of those who don’t; YouTube (44%, 31%) and (34%, 23%); Facebook (35%/29%) and online radio leader Pandora (Owners 28%/Non-owners 18%) round out the top five.

Significantly, and something that the industry needs to address quickly, almost three quarters (73%) of non-Smart TV owners were not that familiar (39%) or not at all familiar (33%) with smart TV or internet connected TV. Only 7% of those who are not familiar with Smart TV said they were likely to purchase a Smart TV within the next 12 months. Putting this into context, Harris revealed that non-Smart TV owners with a greater level of familiarity are four times (4x) more likely to purchase a Smart TV, with 29% suggesting that they are likely or very likely to purchase a Smart TV within the next 12 months.

"As the TV becomes a more overall entertainment device, it is only a matter of time before we see the mainstream use of additional content apps, such as Facebook, being used on the TV," explained Manny Flores, Senior Vice President at Harris Interactive commenting on the trends revealed. "Yet, manufacturers and retailers evidently have to do a much better job of educating their consumers on what a Smart TV is and the benefits of a Smart TV experience. Increased familiarity appears to be the key to driving purchase consideration. Also, manufacturers need to hope that familiarity with smartphone and tablet apps translates into greater interest and adoption for apps that can be used on a bigger screen in the living room."