International Study on Changes in Media Consumption Resulting From Smart TV Sets

LONDON -- LG Electronics and smartclip study finds use of on-demand video platforms is fuelling the boom in the Smart TV market:
•78% of all Smart TVs (integrated Internet-enabled TV sets) in the UK have been purchased within the past two years - showing a significant rise in growth and shift in TV technology standards
•The connection rate of Smart TVs has increased to 93% (compared to 78% in 2013)
•Smart TV set owners generally have higher net household incomes and higher education levels than the average TV viewer
•Video-on-demand offerings such as Netflix and Amazon Instant Video are the main drivers of Smart TV use

A current international study on the spread of Smart TV devices and the associated changes in use proves: the intensive use of on-demand video platforms is fuelling the boom in the Smart TV market. The joint study was commissioned by LG Electronics, CE manufacturer and smartclip, a specialist in addressable TV advertising technology and owner of the programmatic multi-screen video SSP "SmartX Platform", and carried out by Nielsen, a global market researcher. The study examined changes in media consumption in four markets - Germany, the United Kingdom, Spain and Brazil - caused by Smart TVs that give access to large variety of on-demand content and support the latest connectivity features.

The facts and figures surveyed for the UK, in particular, show rapid growth in the spread and usage of Internet-enabled TV sets. The second study also identifies a socio-demographic profile of Smart TV owners, which indicates they have high net household incomes and good educational levels. This is identical to the results of the first global Smart TV study from 2013, also carried out by LG, smartclip and Nielsen. It is noteworthy that Smart TVs are used mainly in modern families, whose members have a general affinity for online content. The term "multi-screener" has been coined for this kind of media usage, so it is no surprise that the connection rate of Smart TVs has also increased significantly since 2013, from 78% to 93%.

These results also show that the use of Smart TV features has become increasingly pronounced in recent years. In particular, an increasing number of online video libraries has fuelled desire for on-demand use and thus for Smart TV sets. Films and videos are used most intensively by far: 82% of the respondents use their Smart TVs to watch on-demand content, compared to 37% percent in 2013. Video-on-demand providers such as Netflix, Amazon Instant Video have driven the spread of Smart TV sets in households in the last two years, and it is expected to see this growth to continue the more entertainment content becomes increasingly accessible via smart devices.

Kourosh Ayrom, National Account Director at smartclip, highlights one finding in particular: "This latest study has shown that, when compared to users with traditional/non-Smart TV sets, Smart TV users consume more of both traditional scheduled TV programming, as well as video-on-demand content. We have to consider that users probably do not differentiate between the two consumption types in their minds; they simply want to consume the content they want, whenever they want, in the way that suits them best. It is through the combination of new technologies and more accessible and compelling content that this consumption becomes even more frequent and regular. Smart TVs are giving the user that freedom on the largest screen in the household with all the benefits and innovations that come with it. This evolves TV and ultimately makes it even more successful."

About the study design

In Germany, United Kingdom, Spain and Brazil a total of 2,800 persons (700 per country) who participated in the online survey.

Download the study at 202015_UK.pdf

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