User Experience Strategies

Smart TV Needs an iPhone Moment




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Report Summary:

Though the number of smart TVs sold is on the rise, the number of consumers using connected functions remains low. Consumers find the embedded connected technology convenient for media based streaming apps to be viewed on a larger, better quality screen. However, the majority of services and apps, such as gaming and social networking apps, deliver a poor experience and are not considered by most users to be valuable in the context of the TV screen. The quality of the smart TV experience also lags that of the smartphone or tablet, due to frustrating user interfaces and slow navigation. Consumers also find smart TV remotes difficult to use, so they resort to using most services on their personal devices. While consumer awareness is growing, the smart TV industry is still waiting for its ‘iPhone moment’. In our opinion, no manufacturer has so far delivered the paradigm that will truly define the future experience on the smart TV screen.


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