Western Viewers Fall Behind in the Web-connected TV Revolution

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• Publié par: gfk
• Nombre de lectures: 14
• Langue: English

Extrait

Western Viewers Fall Behind in the Web-

connected TV Revolution

PR Newswire

NUREMBERG, Germany, August 31, 2012

NUREMBERG

,

Germany

,

August 31, 2012

/PRNewswire/ --

People in markets such as

China

,

Brazil

and

India

better exploit the

opportunities offered by web-connected television, compared to countries such

as the UK, US and

Germany

. This is according to research carried out across

thirteen countries by GfK's consumer research experts. The study found that

western consumers are stuck in an 'analogue' mindset, whereas viewers in

emerging markets are more likely to embrace the digital capabilities of

Connected TV.

GfK research shows that a far higher proportion of Chinese, Korean and Indian

consumers have used the functionalities of Smart TV in the past months,

compared to those in Western markets.

Connected TV usage:

China

44%

S. Korea

18%

India

17%

Brazil

14%

Turkey

13%

UK

11%

USA

11%

Mexico

11%

Spain

8%

Germany

8%

Belgium

6%

Russia

5%

Netherlands

5%

GfK's findings show that 'Social TV' has yet to fully take-off. Globally, just 28% of

viewers said that they found programmes that they can interact with to be

more interesting to watch. And just 25% thought that tweeting and commenting

on programmes 'enhances the viewing experience'.

Viewers in countries such as

China

,

Brazil

and

India

are more motivated by

programmes they can interact with than those in markets such as the UK, US

and

Germany

[1]

.

Richard Preedy, at GfK, said: "Our findings suggest that broadcasters need to

integrate their social elements far more engagingly into the fabric of the

programme, in order to entice the viewer's interaction."

Across all markets, the ability to connect to the internet is less important than

price, screen size and display technology, when buying a new TV. But the West

is more indifferent than the emerging markets, with only 26% of UK and 29% of

US consumers saying they look out for a net enabled set, compared to 61% in

India

and 64% in

China

.

You can read more the full press release here:

http://www.gfk.com/group/press_information/press_releases/index.en.html

FOOTNOTES

:

[1]

% agreeing with statement 'Programmes I can interact with are much more

interesting to watch'

Brazil

42%,

China

61%,

India

59% vs. UK 16%,

USA

18%,

Germany

15%

Research contact: Ryan Garner, [e-mail]

PR contact: Amanda Wheeler, [e-mail] / [phone]