CEA: Web-Enabled TVs Garner Attention
Consumers Want Web TV
By Steve Smith -- TWICE, 4/29/2009
Arlington, Va. — Demand for Internet-enabled televisions is growing rapidly, according to a new study by the Consumer Electronics Association (CEA).
The study, titled Net-Enabled Video: Early Adopters Only?, found about half of prospective TV buyers are likely to purchase an Internet-connected TV.
The study reveals numerous ways consumers would use an Internet-enabled TV. Nearly half (48 percent) of U.S. online adults would use their Web-enabled TV to find out more information on upcoming shows and identify a song that played during the show. Forty-four percent also would use the Web to find out more information about the actors featured on-screen. Having anytime-access to content, and accessing the Internet and television broadcasts together were the top benefits of an Internet-enabled TV, according to consumers.
“As we saw at the 2009 International CES, Internet-enabled devices are taking the consumer technology experience to the next level, and nowhere is this more pronounced than with television,” said Shawn DuBravac, CEA’s economist and research director. “Consumers want more from their TV experience and marrying traditional television with Internet access is providing the next frontier of the television experience.”
The study also found most adults are already online while watching TV. Almost a third of online adults (30 percent) said they always or usually surf the Internet while watching television and another third (32 percent) said they sometimes do. Consumers are increasingly willing to shift online activities to the TV. Watching online video has the highest potential conversion rate (62 percent) followed by weather updates (59 percent) and playing online games (57 percent).
“Consumers are already using the Internet while they watch TV. The next frontier is to create a seamless experience bringing the two together,” said DuBravac. “Consumers want a variety of content that they can access anytime. An Internet-enabled TV is perfectly positioned to provide consumers with exactly what they are looking for in their next television experience.”
The study was conducted in December 2008. It was designed and formulated by CEA Market Research.
The complete study is available free to CEA member companies. Non-members may purchase the study for $699 at www.mycea.ce.org.
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