The connection rate of smart TVs in the UK now stands at over 80%, according to the latest research produced by GfK.
Speaking in a press event about its findings, Christine Connor, research director, GfK UK, said that one in five homes now have smart TVs as their main set.
The reasons to buy them include access to VOD services (27%) and wanting access to the internet (31%).
Although the large number of homes now connecting their smart TVs may be a surprise – it has until now been assumed that most do not bother to do so – smart functions are in themself not necessarily driving sales.
Connor also said that second screen has grown over the last year as people have access to more devices when watching TV.
That for tablets, for instance, has increased from 16% (2013) to 31% (2014).
For smartphones it is 40% (2013) to 56% (2014) and laptops/netbooks 43% (2013) to 61% (2014).
She added that most people do not want different media activities to be integrated.
Currently, 64% used another device at the same time as watching TV.
Interestingly, more viewers are now also willing to accept the idea of targeted advertising.
