A new study from UK firm Futuresource Consulting has found that three-quarters of connected TV owners are using their TV to connect to the Internet, with connection rates highest in France, at 71%.
The survey, which was conducted in the US, the UK, France and Germany, found that UK consumers were least likely to connect their TV to the Internet, with 51% of UK connected TV owners polled found to have done so. The growing prevalence of Wi-Fi capabilities on connected TVs is expected to help drive connection rates up.
The survey found that the most popular uses for connected TVs are watching catch-up TV and YouTube videos, and streaming films via online channels such as Netflix.
However, social networking sites (40% of respondents), music streaming services (24%) and personal media libraries (23%) are also being used frequently.
Interaction with additional devices whilst watching TV also appears to be here to stay, with 62% of those polled reporting that they do so.
Laptops and mobile phones are the devices most commonly used, and while 25% of respondents are surfing online to find out more about the programme they’re watching, the majority are doing completely unrelated activities.
A third (33%) of those polled watch video content on connected devices, and as a direct result are purchasing less DVDs and Blu-rays, and 20% are watching less regular TV.
The study also identified availability and choice of content as key differentiators in brand selection when purchasing devices. As a result, companies that have realised the importance of content to help develop brand loyalty have been the clear winners, according to Futuresource Consulting.
Meanwhile, a recent report by the European Commission found that just 20% to 30% of connected TVs in Europe are actually being hooked up to the Internet – more details here.