Internet TV Slow To Adapt In France, UK
- by Wayne Friedman , May 31, 2012
Internet-connected or smart TVs may be
the coming wave of new consumer equipment, but actual usage of those special TV functions may be wanting -- at least in looking at early results in two major European countries.
A new study from McKinsey's Consumer and Shopper Insights, talking to 18,500 respondents in France and the U.K., says while smart TV purchases have been climbing, only 3% of those who own them actually use the TV’s “Internet functionality."
The report blames general lack of awareness -- only 42% of households in France and 62% of homes in the U.K. even know about the technology. This compares to 80% of homes in the U.K. that are aware of what gaming consoles can do, and 81% of homes in France knowing about set-top boxes.
In these countries, over half of the 10% of homes who currently own a smart TV have never tried to connect it with the Internet.
Other Internet-based features that go wanting: Only 32% to 44% of smart TV users actually browse photos or watch catch-up TV, video on demand, or user-generated videos on their smart TVs. One of the major drawbacks with the current batch of smart TVs comes when consumer try to input text on still awkward remote controls.
Still, 33% of those smart TV owners claim they are satisfied with their purchase.
Internet-enable TVs are expected to grow 70% each year for the next three years to reach over 500 million units.
Bought a new TV in January. It's hard NOT to get one with internet services. And, it's hard to use those services they're building in. My sense was that manufacturers are cluttering their boxes with useless internet crud. This survey confirms that.