The bad news for the television market is that nearly three-quarters of U.S. consumers are not interested in buying a smart TV during the next 12 months, according to the results of a new survey conducted by the TV Systems Intelligence Service at IHS. The good news is that demand rises markedly when consumers are aware of what smart TVs are, showing that the product’s chances of success can improve with just a little market education.
A total of 73 percent of survey respondents said they are not interested in buying a smart TV during the next year, as presented in the attached figure.
Among consumers not aware of smart TVs, purchase intention for this type of television was just 7 percent. However, more than 30 percent of consumers that said they were aware of smart TVs indicated they intend to purchase this type of set during the next 12 months.
“The latest results of the IHS U.S. TV Consumer Survey show that TV makers have both a challenge and an opportunity when it comes to selling consumers smart TVs,” says Veronica Thayer, analyst for consumer electronics and technology at IHS. “Few consumers at present want to buy smart TVs now. However, demand can be cultivated if television brands better explain to consumers what smart TVs are, what they do and why they should buy one.”
Among those consumers who already own a smart TV, almost 90 percent connect their set to the Internet, and 80 percent of them have used their sets to access OTT services such as Netflix, Hulu Plus, Amazon and Instant.
“This shows that alternative video services are becoming more popular and relevant among U.S. consumers,” Thayer observes.