LONDON: More UK consumers are buying Smart TVs and connecting them, with a major driver being the increased availability of on-demand video platforms like Netflix and Amazon.
A study commissioned by consumer electronics business LG and smartclip, a specialist in addressable TV advertising technology, surveyed 700 people in each of four countries – The UK, Germany, Spain and Brazil – and found that 78% of all Smart TVs in the UK have been purchased within the past two years and they now make up 29% of all TVs in the country.
The connection rate for these devices has increased from 78% to 93% over the same period; the study pointed to the increasing number of online video libraries as a major factor in this development, with Netflix and Amazon Instant Video meriting particular mention.
Fully 82% of respondents used their Smart TVs to watch on-demand content, compared to just 37% in 2013. In fact, more than one third (37%) of TV viewing time on Smart TVs is now spent with on-demand content.
And since Smart TV owners watch more traditional TV programs and also more on-demand content than non-Smart TV users, Smart TVs fuel TV consumption in general, said the report.
"We have to consider that users probably do not differentiate between the two consumption types in their minds," said Kourosh Ayrom, national account director at smartclip. "They simply want to consume the content they want, whenever they want, in the way that suits them best."
"It is through the combination of new technologies and more accessible and compelling content that this consumption becomes even more frequent and regular," he added.
"Smart TVs are giving the user that freedom on the largest screen in the household with all the benefits and innovations that come with it. This evolves TV and ultimately makes it even more successful."
One thing that has not changed significantly, however, is the profile of the typical Smart TV owner, who continues to have a high net household income and a good educational level.
Data sourced from smartclip; additional content by Warc staff