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User Experience Strategies
TV Apps Owners Wont Give Them Up
In July 2011, Strategy Analytics conducted in-home observations and interviews with 12 connected TV owners in the USA and UK. For almost all respondents, the availability of apps was not an important factor in pre-purchase TV choice. However, their attitudes changed substantially after purchase. Within less than six months these experiences are powerful enough to disincline them to want to part with their newly acquired connected functionality. Nonetheless, owners believe that the connected TV experience can be substantially improved. For many, the interface can be very slow to respond to commands, and existing controllers reduced overall system usability.