NPD: Internet-connected TVs not used for Internet browsing
updated 07:42 pm EST, Fri December 28, 2012
TV buyers said to be too used to standard model of watching
Internet-connected HDTVs, despite growing install base, aren't being used for much more than watching TV. This according to NPD's latest Connected Intelligence Application & Convergence report, which shows that the majority of connected TV owners are using the devices to access video media, but not much else. Streaming video services are faring well, but other uses -- such as mapping, social networking, gaming, and shopping -- are seeing low adoption according to the market research firm.
NPD found that streaming video services were in use on about 60 percent of connected televisions, while about 15 percent of owners were taking advantage of streaming music services. Only about 10 percent of users were using their devices for web browsing, and no other use hit the 10 percent mark.
The report concludes that its findings mean that manufacturers are failing to make the television much more than a video (and occasionally music) consumption device. It recommends that manufacturers cut back on adding "innovations" and new features to their devices. Instead, the report says, they should focus on simplifying the user experience and messaging in order to draw existing owners into taking advantage of the features they have already built into devices.
