Netflix Key to US Leadership in Smart TV Usage
Only 9 Percent of European Smart TV Owners are Regular Users
Boston, MA - May 14, 2012 - Owners of connected or smart TVs in the US are more than three times more likely to be regular users of the internet capabilities of their TVs than those in Europe, according to the latest research from the Strategy Analytics Digital Home Observatory. More than one-third of US smart TV owners now use their TV set to connect to the internet at least once a week, compared to only 9 per cent of European smart TV owners. The report, "US & Western Europe Connected TV Owner Survey," identifies the availability in the US of strong online video services like Netflix as one of the key reasons for these marked differences between the US and European markets.
"It is essential that smart TV manufacturers and their partners develop compelling video services and content in the local language for non-English speaking markets," says Caroline Park, Senior Analyst and the report's author. "The success of Netflix with smart TV owners in the US has demonstrated that such services can drive usage of smart TV services and apps."
The study also found that 33 percent of smart TV owners in Europe and 22 percent in the US had never set up their smart TV to connect to the internet. In addition, a smaller number of owners in each market had set up the internet connection but had stopped using the internet connectivity altogether.
As expected the report found that only one-third of smart TV owners across both the US and Europe had bought the TV because of its ability to connect to the internet. In spite of this, 65 percent of smart TV owners now say that internet connectivity would be an important consideration when they next bought a TV set.
The report includes the chart, "How often do you use connected functionality on your TV?"
Editor’s Note: Strategy Analytics conducted an online survey, the 2012 ConsumerMetrix Survey fielded in March 2012. The sample consisted of n=2038 individuals in the US and n=3996 in Europe ages 15-74 years. Strategy Analytics weighted the data by country, age, gender and internet use to represent the US and European populations of internet users, respectively
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