Smart TVs Have Little Impact On U.S. Household TV Viewing Behavior
- by Karlene Lukovitz @KLmarketdaily, June 10, 2022
Although about three-quarters of U.S. households with the internet have at least one smart TV, those devices have little effect on consumers’ TV viewing, according to Kagan’s Q1 2022 U.S. Consumer Insights survey.
Households with and without smart TVs both watch more than four hours of TV per day, on …
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Karlene, the findings of this poll raise questions. This is especially the case when, as you reported, the poll claims that the average home with and without an ACR set "watches" about four hours of TV per day. This is more like an averge resident's viewing rate---per sources like Nielsen----which show that the average home has one or more sets tuned in more like 7 hours daily. That's a large discrepancy.
I would much rather see a comparison ---based on meter findings from the Nielsen or Comscore panels---where all sets are measured---- to determine what differences, if any exist in TV consumption patterns between ACR homes and non-ACR homes---as I suspect that the latter are probably older and low brow tilted, compositionally, while the former probably lean in the oppoisite direction. If that's the case, one might expect some differences in their program type preferences.
Now that this data has been posted on linkedin and I have seen same it appears that the respondents were asked about their own TV/Video viewing, so the findings of about four hours per day were for individuals, not households, and seem more or less OK for this type of research.
As regards the supposed similarities, where 46% of those without ACR sets said they watched "primarily" live TV only 31% of those with ACR sets said so---that's a fairly big difference. On the same type of question, where 22% of thise without smart sets claimed they watched VOD "primarily", only 15% of those with access to smart sets gave the same response. Again, somewhat of a difference. Otherwise, from the limited amount of data provided, there were similarities but a lot of potentially interesting information---if the right questions were asked---was not released, so it is not at all clear that there are almost no differencdes between the two kinds of viewer groups. Maybe yes; maybe no.