• by Wayne Friedman , July 8, 2013

Few consumers like the idea of TV sets watching them -- while they are watching TV -- or collecting specific data. A new study says consumers are uncomfortable with new technologies, where a camera or a sensing device can observe them watching TV content, per Boston-based Strategy Analytics.

Forty-three percent of people would either never allow a camera or sensing device to be connected to their TV; they are not convinced those technologies would be beneficial.

But 14% had the opposite opinion: They are okay with their TV viewing behavior being observed, as well as any data collected. Another 20% were in between, with  some reservations -- but overall believed it was all right if a TV service improved significantly.

The study noted that many TV sets/technologies now have cameras and sensing devices, including Microsoft's Xbox Kinect, which can detect movements of users for games and other applications.

Looking at particular segments, the study found the most negative sentiments came from older, female and lower-income consumers.

David Mercer, principal analyst of Strategy Analytics, stated: "Our research suggests that technology vendors and TV service providers will have to approach this new business opportunity with caution if they are to prevent viewers reaching for the off button. "