Roughly a quarter of flat-screen TVs in developed markets are now connected to the Internet, either directly in the case of Smart TVs or via other connected devices such as games consoles, according to NPD DisplaySearch.
The US research firm adds that connection preferences do vary according to market – after polling households in the US, Japan, China, France, Germany, Italy and the UK, it was found that Chinese consumers prefer to connect with media centre boxes (23%), while in the UK the most-favoured connection type is gaming consoles (20%).
Riddhi Patel, Research Director at NPD DisplaySearch, said: “Despite an increase in the availability of TVs with internal connectivity options, consumers still primarily access online content using game consoles, media centre boxes, and other devices connected to their existing TVs.
“As consumers become more comfortable using the connectivity features of Smart TVs, and as the navigation and search capabilities on those devices become more intuitive and user friendly, we can expect to see more consumers accessing the Internet directly from Smart TVs.”
Patel adds that new options are beginning to emerge in this space, such as USB-based media centre boxes, which are gaining popularity in the UK and other countries, while in China Smart TV adoption is on the rise due to aggressive promotions by manufacturers.