A survey by UK pollster YouGov suggests that well under half of UK consumers (37%) planning to buy a Connected TV will buy it because it is broadband-enabled. Instead, the most common reason for intending to buy one is simply having a more up-to-date TV – a factor cited by 50% of potential purchasers.
YouGov found that the most important feature of Connected TVs amongst people who already owned one was the picture quality (cited by 96% of owners) followed by the size of the screen (93%) then sound quality (89%).
Furthermore, only half (53%) of Connected TV owners correctly identified a Connected TV as a TV that connects to the Internet without the need for another device; while one in four (25%) Connected TV owners have never used it to connect to the internet.
YouGov commented that the profile for adoption of Connected TV sets in technology terms was “very similar” to that of iPad owners: “These are the kind of people who are willing to make a big ticket purchase without quite realising what they’ve bought.”
Other data shows that amongst owners of Connected TVs, over one third (36%) have a Sony, followed by Samsung (33%) then Panasonic (16%). However, almost two-thirds (62%) of people planning to purchase one in the next 12 months are considering Samsung, followed by Sony (48%) and Panasonic (40%).
Meanwhile, over one quarter (26%) say they plan to buy an Apple TV, even though the manufacturer has not yet launched one.
The research is likely to be a major talking-point at the Connected TV Summit later this week, at which farncombe will be speaking as well as chairing.