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Consumers lacking ‘conscious desire’ to hook up Smart TVs

Despite a growing ownership base of Smart TVs, there is still a lack of conscious desire to use the sets to connect to the Internet, with most consumers preferring to connect their televisions to the Internet with other devices like games consoles, according to new research from UK pollsters YouGov.

An estimated 13% of the UK population is now thought to own a Smart TV, although less than half of these owners currently use their device as the primary means of accessing online content. Furthermore, fewer than half (47%) of Smart TV owners currently use the set to go online on a weekly basis.

Dan Brilot, media consulting director at YouGov, observes that while viewers increasingly want to view on-demand and other internet-delivered services on their TV, they see getting online through their televisions “either as a job for their TV provider or as an extension of their existing online devices”.

Brilot adds that there is a real opportunity for TV manufacturers to sell additional services such as apps that would provide them with increased revenue, provided that they first communicate clearly what their devices are capable of.

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