Smart TV owners’ appetite for apps increases with familiarity

A new study commissioned by US tech firm Rovi has found (unsurprisingly) that applications which deliver video content are among the most frequently used by owners of smart TVs, but also that user appetite for apps increased as they became more familiar with their new device.

The Rovi Smart TV Advertising Study polled 500 UK owners of Samsung Smart TVs and Blu-ray Disc players, and found that that the average connected TV device household downloads at least nine apps, and that in addition to on-demand content apps, there was a cited desire for utility apps, including banking, betting and shopping services, as well as informative content such as cooking recipes.

Parents also indicated an interest in games and educational apps designed for children. In general, the results suggested that consumers’ appetite for apps increased as they became more familiar with the smart TV platform and what it could facilitate.

As part of the study, Red Bull Media House teamed with Rovi to explore how users react to advertising on connected TV devices that were designed to drive awareness and downloads of its new Red Bull TV Smart TV App.

The advanced campaign for the Red Bull TV App features eye-catching banners within the content search and discovery areas of the Samsung Smart Hub. The adverts direct viewers to an interactive, rich media microsite where they can watch high-definition clips of some of the popular shows available on Red Bull TV and directly download the application.

The campaign, which runs through June, has already generated millions of impressions for Red Bull TV and driven 81% higher interest in downloading the app within its target demographic, according to Rovi.

A separate study released yesterday by NPD found that Asia led global shipments of smart TVs in the first quarter of this year, with Western Europe coming second – more details here.

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