NUREMBERG: Western consumers are stuck in an "analogue" mindset, whereas viewers in emerging markets are more likely to exploit the digital capabilities of connected TV, according to a new study.
The report, from market research firm GfK, covered thirteen countries and found that people in markets such as China, Brazil and India are more open to the opportunities offered by web-connected television more than their counterparts in the UK, US and Germany.
This compares with figures of just 26% of consumers in the UK and 29% in the US. Across all markets, however, price, screen size and display technology, remain the most important factors when buying a new TV.
Generally, BRIC viewers "combine viewing a programme with increased levels of online activity, giving us a glimpse into how the West will start to move in the coming years," said Richard Preedy, Research Director at GfK.
Within the next ten years, Preedy added that he expects "critical mass" to be reached in traditional TV markets. After that, "the way we all watch programming will be changed forever – finally burying analogue for good".
Elsewhere, the study shows that discovery is still more important to viewers than interaction. A third more viewers siad search for information on the shows they are watching than use social networks to share the experience with friends.
Preedy also noted that devices other than TVs are appealing to viewers looking for content.
Data sourced from GfK; additional content by Warc staff