Mixed Signals: Majority Not Ready For Internet-Connected TV

by Wayne Friedman , July 5, 2011

Watching-TV-on-Iphone

Consumers may be as indifferent to Internet-connected TVs as they are about 3D TVs.

A new study suggests a majority of consumers, 62%, "are not connected or not capable" and "most plan to stay that way," according to Knowledge Networks.

But those who are connected or fervent fans plan to dig deeper into new technology -- 21% of those capable plan to connect to a digital capable device next year. 8% of those who are not capable plan to get a connected device in the next year.

Of those already connected, Knowledge Networks says, two-thirds believe the quality of connected TVs are about the same, or better, than their regular TV reception. One-quarter of those cite watching TV shows through connected devices as their No. 1 choice.

But connected-TV viewers still have a yearning for old TV ways. Knowledge Networks say watching TV shows at their regular time is still their preference among all viewers.

As has been determined from other surveys, consumers of connected TV tend to be younger, better-educated, higher-income, heavy-technology users, as well as owning a diverse number of technologies/devices.

When using Internet-connected TVs, 10% of those consumers 13-64 watch TV programs; 11% watch movies (at least monthly) using a streaming service through a TV set. This increases to 17% to 18% among young viewers 13-31.

While video is most popular for connected TVs, search and Facebook are most frequently used Internet services. News services rank lower but still have good usage levels.

internet, television, tv, video

4 comments about "Mixed Signals: Majority Not Ready For Internet-Connected TV ".

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David Queamante from UM/Identity, July 5, 2011 at 3:21 p.m.
Ehhh, this sounds fishy to me. I can't image that there's as mch apathy as this article makes out, and the math doesn't work out in the percentages at the end of the article.
Reply

Douglas Ferguson from College of Charleston, July 6, 2011 at 9:27 a.m.

This has become a meme in stories here: "Most people don't want anything new, especially with which they feel unfamiliar, at least when asked." Adoption of new technologies follow the usual S-curve. There's nothing new about a slow start, often followed by a rapid rise, followed by diminishing interest. Those three events generate three stories for the journalists. Not every innovation takes root, but given the replacement cycle of receivers, we can expect more and more people to buy something that most sellers are making. When people actually know what they want, market research will matter, maybe.

Doug Garnett from Protonik, LLC, July 6, 2011 at 7:20 p.m.

A "meme"? You just mean you re noticing a lot of data that suggests consumers aren't moving fast on Media Post. I'll note that they publish just as much predicting dramatic change.

Um, let me think. I've seen this before. It used to be called "reporting" before blogging took over.

Anyway, seems that what we know right now is that the "video store replacement" connected is taking off and is likely to juat keep growing even though people are hesitant to feel confident they have the right tech in place. (That seems pretty solid to me and is what I take this data to mean.)

What isn't flying except amongst the fringe is the "replace TV" approach. And, few of the current offerings show the consumer and TV sophistication to make this likely. Doesn't mean it won't happen. But it's not going to be Hulu (IMHO) or anyone else that we can see currently.

Angel Devries from Channel Master, July 18, 2011 at 6:38 p.m.

The stats are confusing to me as well. I do believe there are skeptics but majority wise we are all expecting a bright future in technology. Unfamiliarity doesn't stop the masses constant hunger for new and creative uses for the internet and technology. Technology is an endless learning experience, we would not be where we are now if people were 'afraid' to learn.