Get a demo Do I subscribe? News sign-up
Print

TV key to in-home connectivity

News, 09 March 2015

LONDON: UK consumers are yet to take full advantage of the possibilities offered by in-home connectivity and content-sharing between devices, according to new research.

The Device Connectivity 2015 study from YouGov Reports shows that consumers rate this issue rather low on their list of priorities, with over half (57%) saying they have not yet taken part in any connectivity or media sharing activity. This was based on a survey among the market research firm's online panel, drawing on a sample of 2,100 nationally representative UK adults aged over 16.

The main reason given for this was a simple lack of interest, cited by 42%. Similarly, few people (18%) considered the ability to connect with other devices to be a major factor when purchasing new devices.

And those who were making use of this capability tended to limit themselves to the simpler end of the spectrum, connecting smartphones or laptops to a printer (40%), television (36%) or digital camera (29%).

In fact, the most common activity among this group was using a television set to view photos taken or stored on mobile devices (37%) and to browse the internet (26%).

These findings highlight the continuing role of the television set at the heart of family life: in terms of potential device connectivity, consumers show most interest in connecting their mobile devices and TV together (35%).

And a growing proportion now have access to an internet-enabled/smart TV at home – 29% in January 2015, compared to 25% a year earlier – while 5% said they intend to purchase such a device in the coming year.

"In-home device connectivity has yet to be embraced by the majority, with many people unaware of how to connect devices and share content or unclear of the benefits," observed Tom Rees, Associate Director of YouGov Reports.

But Rees also saw a "potential desire for greater knowledge and experience in the area of 'Online TV content', browsing the web on a television, and streaming content there from tablets, smartphones and the like.

"As smart TV prices continue to drop, emphasising these capabilities may be the key in convincing some people to buy."

Data sourced from YouGov Reports; additional content by Warc staff