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Live TV rules over connected TV

Posted: 12 Jul 2011 ?? ?Print Version ?Bookmark and Share

Keywords:connected TV? high-control technologies? TV technologies?

Although connected TV technology is slowly gaining ground, a survey from Knowledge Networks show that viewers of all age groups still prefer "live" TV over "high-control" technologies.

According to the survey, among all connected TV viewers, almost half (47 percent) say that watching a program at its regular time is their first choice. DVR usage only comes in second at 23 percent. Gen Y shows the strongest preference for the smart TV technology, but still chooses live viewing by almost two to one.

"Connected TVs are now clearly a mainstream technology if defined by presence in the homebut actual usage is a different story," said David Tice, vice president and group account director at Knowledge Networks.

One way to lure the viewing population to the connected TV bandwagon is to tap into the unmet needs of pay TV consumers with features such as access to web-like search tools and social media through their TV sets.

The research shows that connected TV homes are in many ways an advertiser's dream. Compared to those without connected TV, viewers in connected homes are more likely to be male, young, have kids, and have higher median household incomes. Not surprisingly, homes with connected TVs are also more likely to have almost all types of TV technology, including HDTVs and DVRs.

Many households have yet to embrace the connected TV technology; among 13 to 64 years old in "capable but unconnected" TV homes, only 21 percent expect to connect in the next year. And, among the 40 percent of 13 to 64 years old who are in homes without a capable device, just eight percent expect to get such a device in the next year.

Buffering and poor picture quality are no longer barriers to satisfaction with connected TV. The survey data reveals that two-thirds of connected TV viewers believe picture and sound quality are about the same as, or better than, their regular TV reception. Viewers also like the flexibility to watch anytime and the wider selection of content.

The research findings are from the report entitled, "Connected TVs: A How People Use Media Report." The study is based on responses from 1008 peopleages 13 to 64in TV homes, with interviews conducted in April 2011.





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