Chinese consumers have high appetite for connected TV (Gfk)

2 September 2012 15 h 36 min Comments Off

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China has the highest penetration of connected TVs with 44% (compared to 11% in the USA) and 64% of Chinese shoppers are interested in connectivity TV (compared to 26% in the UK). This is according to research carried out across thirteen countries (total of 7,000 interviews from Belgium, Germany, Netherlands, Spain, UK, Russia, Turkey, Mexico, Brazil, USA, China, India and South Korea) by GfK, about “digital Connected TV revolution”.

According to the consumer research experts, “people in markets such as China, Brazil and India use the opportunities offered by web-connected television more than those in the UK, US and Germany. Western consumers are stuck in an ‘analogue’ mindset, whereas viewers in emerging markets are more likely to exploit the digital capabilities of Connected TV”.

GfK’s findings show that “Viewers in countries such as China, Brazil and India are more motivated to interact with programmes than those in the UK, US and Germany. This is indicative of the emerging markets having seen a greater and more rapid uptake of enhanced TV capability, compared to consumers in the markets that are traditionally seen as more developed. They are also likely to use more of the functionality offered by the latest television sets – with three-quarters (75%) of Chinese Smart-TV owners utilising its features in the past month, compared to half, or less, those in the Western markets.”

Richard Preedy, Research Director at GfK, comments: “Our findings suggest that broadcasters need to integrate their social elements far more engagingly into the fabric of the programme, to encourage viewers to interact.”

64% of Chinese consumers look out for a net enabled TV

“Across all markets, the ability to connect to the internet is seen as less important than price, screen size and display technology, when buying a new TV. However, the disinterest in internet connectivity for TVs is significantly greater in the Western countries, than in the emerging markets. 61% of consumers in India and 64% in China look out for a net enabled TV set compared to only 26% of UK and 29% of US consumers”.

Richard Preedy adds: “We are seeing the developing countries such as India, Brazil and especially China viewing an increasing amount of content away from a television set, but also using TV in a more advanced way. They 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. China, India and Brazil essentially are the early adopters at the moment. However, in the coming decade, critical mass will be reached in traditional TV markets such as the UK, US and Germany and the way we all watch programming will be changed forever – finally burying analogue for good.”

Discovery is more important than interaction: programme makers should change tactics

The study shows that “discovery is still more important to viewers than interaction: 33% more viewers search for information on the shows they are watching than use social networks to share the experience with friends. GfK therefore argues that programme makers need to focus on viral campaigns and digital bonus content to enhance the viewers’ experience, rather than looking for viewers to enhance their own experience via interaction”.

GfK’s findings show that, “in broad terms, ‘Social TV’ has yet to fully take-off. Globally, just 28 per cent of viewers said that they found programmes that they can interact with to be more interesting to watch. And only a quarter (25 per cent) thought that tweeting and commenting on programmes ‘enhances the viewing experience’”.

Richard Preedy, Research Director at GfK, comments: “Our findings suggest that broadcasters need to integrate their social elements far more engagingly into the fabric of the programme, to encourage viewers to interact.”

The supremacy of China in the connected TV category comes on the heels of a report last week from NPD that noted that Chinese urban citizen watch the most online video content, across the most devices, of any other regional group of consumers.

GfK

Source: Gfk, dmwmedia.com (31/08/2012)

Graph: DMW

Photo: Samsung

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