YouGov has updated its already cautious survey into smart TV take-up, suggesting only 15% of UK consumers would own one within the next 12 months.
The research suggests that games consoles such as the Nintendo Wii, with their sustainability as gifts and a lower price point, would be far more likely to become the device consumers use to view internet-delivered content on their TV.
YouGov says that pre-Christmas sales of smart TVs only resulted in a 1% increase in ownership. Instead HDTV sets increased by 4% to 59%. Broadband TV News notes that as an established product, HDTVs are not only becoming standard, but often have a lower pricepoint.
There has been no practically no change (1%) in people’s intention to purchase a Smart TV within the next 12 months
Dan Brilot, media consulting director, YouGov said, “Some of the industry’s messaging does seem to be getting through as shown by a thawing in indifference towards smart TV and a rise in purchase consideration. Prior to Christmas, 52% of the UK population said they definitely would not purchase one but this has dropped to 45%. Similarly, the % saying they are unsure about purchasing one has risen from 16% to 25%.”
Ownership of a games console that can access TV programmes in the 18-24 age group jumped from 7% before Christmas to 25% in January
The modest increase in Smart TV ownership was mostly driven by males – increasing from 10% to 13% over Christmas and Jan – and those aged 35-44.
