It appears to be something of a no-brainer, that consumers with connected TVs want to have video-based apps, if only we could persuade them to hook up the sets in the first place.
The Smart TV Advertising Study, conducted on behalf of Rovi by Decipher Research with the support of media firms such as Red Bull Media House studied 500 owners of Samsung Smart TVs.
It found that video content delivery Apps such as BBC iPlayer, BBC News, Lovefilm, and YouTube were among the most frequently used.
The research also revealed that the average connected TV device household downloads at least 9 Apps and that in addition to on-demand content Apps, there was a cited desire for utility Apps, including banking, betting and shopping services, as well as informative content such as cooking recipes.
The banking is a curiosity, particularly given that banking was a part of the now defunct Open platform in the early days of Sky Digital.
As part of the Study, Red Bull Media explored how users react to advertising on connected TV devices that were designed to drive awareness and downloads of its new Red Bull TV Smart TV App.
The advanced campaign for the Red Bull TV App features eye-catching banners within the content search and discovery areas of the Samsung Smart Hub. The adverts direct viewers to an interactive, rich media microsite where they can watch high-definition clips of some of the popular shows available on Red Bull TV and directly download the Application.
The campaign that will run until the end of June has resulted in an 81% higher interest in the download of the app within its target demographic.