Consumers are seeking high-definition televisions (HDTVs) with the
latest built-in features as a growing number of U.S. adults own smart
app-enabled displays, according to new research from the Consumer
Electronics Association (CEA)®. The study, Beyond 2D
Viewing: Understanding the Demand for Advanced Television Features,
examined whether current built-in television features, such as 3D and
Internet-connected applications, are meeting the needs of consumers.
Consumers are using the built-in features on their HDTV at a high rate,
with an increasing number gaining access to Web-enabled content directly
through their televisions. More than one in five U.S. adults owns a
smart app-enabled HDTV and almost all (90 percent) use the apps
available on their displays in some capacity. In addition, more than
four in ten HDTV owners connect their primary displays to the Internet,
with 76 percent connecting at least one external device with smart app
capabilities to their primary displays. Half of all HDTV owners connect
a video game console or a DVD/Blu-ray player to their primary displays.
Smart app users are most likely to stream video content from the
Internet (61 percent), browse the Internet (56 percent) and view
pictures (54 percent) using smart apps on their televisions.
Consumers are also looking for displays with built-in Wi-Fi and Internet
browsing when purchasing a new HDTV, which trail only high-quality audio
and video as the most important purchase factors of HDTVs. Approximately
one in three consumers plans to purchase a new HDTV within the next 12
Another way many consumers are experiencing Web-enabled content for HDTV
is through a second screen on a portable connected device. Social
networking is the most common activity on the second screen. Among HDTV
owners who also own a tablet, two-thirds (67 percent) use their tablets
for social networking while watching TV. Among HDTV owners who also own
a smartphone, more than half (58 percent) are using a social network on
that device while watching TV.
"We are living in an app-dominated world, whether it's on your
smartphone, tablet or television," said Kevin Tillmann, senior research
analyst at CEA. "Consumers want access to their apps at all times and
they will use whatever device, TVs included, that offer the best and
most convenient user experience."
As 3D becomes a more common feature on HDTVs sold n the U.S., consumers
have not only become more aware of the technology, but, according to the
study, they are also beginning to embrace it. Today, 21 percent of U.S.
homes own at least one 3D-enabled television. CEA's most recent U.S.
Consumer Electronics Sales and Forecast shows that unit sales of
3D televisions will reach an estimated 5.6 million in 2012, representing
18 percent of total TV sales, up from 8 percent of total TV sales in
2011. Nearly half (42 percent) of 3D-capable HDTV owners watch five or
more hours of 3D content a week. By comparison, three-quarters (75
percent) of 3DTV owners watch more than five hours of 2D content on
their 3DTV a week. However, one in ten (nine percent) report watching
more than 15 hours of 3D content a week. Movies are the most common
content source for viewing 3D, with nearly half (48 percent) of 3DTV
owners having watched a 3D Blu-ray disc. Live programming (42 percent)
and video games (30 percent) are also popular sources of 3D content.
Overall, two-thirds (68 percent) of 3DTV owners rate the visual
experience of 3D programming as excellent or good.
"Consumer interest in 3DTVs and 3D content continues to grow as
ownership rates increase," said Tillmann. "Continuing to expand and
innovate with 3D content will be extremely important for future usage
and will continue to drive sales."
The Beyond 2D Viewing: Understanding the Demand for Advanced
Television Features study was conducted in September 2012. It
was designed and formulated by CEA, the most comprehensive source of
sales data, forecasts, consumer research and historical trends for the
consumer electronics industry. Please cite any information to the
Consumer Electronics Association (CEA)®. The complete report
is available free to CEA member companies at members.CE.org.
Non-members may purchase the study for $999 at myCEA.CE.org.
The Consumer Electronics Association (CEA) is the preeminent trade
association promoting growth in the $206 billion U.S. consumer
electronics industry. More than 2,000 companies enjoy the benefits of
CEA membership, including legislative advocacy, market research,
technical training and education, industry promotion, standards
development and the fostering of business and strategic
relationships. CEA also owns and produces the International CES - The
Global Stage for Innovation. All profits from CES are reinvested into
CEA's industry services. Find CEA online at www.CE.org,
and through social media: https://www.facebook.com/#!/CEAfeed,
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