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Developing Countries Welcome New Web TV Features

September 20, 2012
By Greg Franzese

Turns out viewers in developing countries -- not developed ones -- are using more features of connected and social TVs.

A study by Gfk suggests that "western consumers are stuck in an 'analogue' mindset," but markets such as China, Brazil and India are more likely to utilize the interactive features on their connected TVs.
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
A recent report from Parks Associate found 56 percent of smart TV owners have connected their sets to the Web. 
 
When it comes to purchasing new sets, all surveyed markets found Internet connectivity to be more important than price, screen size and display technology. But connectivity overall is less important for Western consumers. In India and China, more than 60 percent of consumers say they'll look for a Web-enabled set compared with less than 30 percent in the U.K. and U.S.
 
That isn't to suggest western countries are backwards. They're still buying Smart TVs. Connected TV sales in the six largest European countries have increased 31 percent in the first half of the year.
 
Most consumers (67 percent) also expressed interested in touch and gesture TV control, and 43 percent said they would prefer to control their TVs with a device that's not a traditional remote control.
 
Looking for more Smart TV viewing stats? Check out our Global Video Index Report and learn how the world watches video online.
Tags online video, connected tv, social tv
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