Retailers Very Aware of
Connected TV: CCS Survey
By TWICE Staff On Nov 22 2010 - 6:01am
LOS ANGELES —
Nearly 80 percent
of store-level CE retail sales associates
described themselves as familiar to very
familiar with connected TV, according to
a survey conducted by Creative Channel
The Internet is most likely to debut in
the American living room via a set-top
box that is streaming rented content,
according to the nationwide survey of
3,300-plus CE retail sales associates
conducted by CCS.
The retail marketing agency commissioned
the survey to gain an understanding
of attitudes towards Internet
TV (or connected TV) in stand-alone
products and as an embedded feature
in TVs, Blu-ray players and other entertainment
devices at the retail store level.
The recent survey collected responses
from store-level associates at
national, regional and local retailers of
consumer electronics products. The
survey found that while nearly 80 percent
of respondents described themselves
as familiar to very familiar with
connected TV, more than 45 percent
felt that consumers will prefer to invest
approximately $250 in a set-top box
over a new Internet-enabled TV, Bluray
player or home-theater system.
Respondents said the No. 1 reason
consumers will invest in connected
TV is to have a unified multimedia experience
(53 percent of respondents),
closely followed by streaming video (50
percent), Web surfing (39 percent), using
online applications (34 percent), listening
to music (33 percent) and viewing
photographs (32 percent).
Though connected TV enjoys a
high-profile at the moment, more than
half of the respondents didn’t feel
consumers would look to replace their
cable and satellite television services
with it for at least another five years.
However, the responding retail professionals
personally felt that connected
TV technology could replace cable
and satellite services sooner, with 28
percent seeing the shift taking hold in
three years, and 22 percent seeing it
happening as early as two years.
“This survey is very telling,” said Andy
Restivo, president and CEO of CCS.
“Who better to ask to determine adoption
trends for new technologies than the
people engaging shoppers every day?
The survey highlights the fact that the
average retail salesperson carries with
them a tremendous amount of product
knowledge, even for nascent technologies.
As key influencers of consumer
purchasing decisions, retail salespeople
can drive adoption of cutting-edge
technologies and help new products
find homes in people’s living rooms.”