The polling organization said the 55% figure demonstrated that consumers increasingly wanted to connect their main screens (TV and computer) to the internet. This in turn had the potential to drive sales of connected (smart) TVs.
The study found that more than one in ten (11%) Britons intend to purchase a connected TV in the next year. The optimal price for a 32 inch HD Smart TV – based on the average amount this group is willing to pay – is £440. The optimal price for a 42 inch version is £550. According to YouGov projections, sales of Smart TVs over the next year could equate to nearly £2.54 billion.
Commenting on the study findings, YouGov Media Consulting Director Dan Brilot said: “The good news for Smart TV manufacturers is that there is a huge appetite for accessing internet services on TV sets, whether that be on demand TV, radio, news apps, or video calling services like Skype.”
Brilot said that for manufacturers and retailers hoping to sell Smart TVs this holiday season, affordable pricing would be key.