18% of consumers Access Online Content via TV

Over the last few years, there’s been a huge change in the way users view online content.  Online content can be viewed not only in PC’s or laptops, but also in mobile devices and connected TV’s. According to a new NPD DisplaySearch Connected TV Study, around 18% of consumers access online content daily on their television. The study, based on a global survey of more than 14,000 respondents in 14 regions, found that though desktop PCs and laptops are still the primary source for viewing online content, mobile devices such as tablets and smart phones are gaining ground.

Movies are the most popular source of entertainment for consumers viewing internet content on TVs. Besides movies, consumers also catch up on daily television shows that they miss at its original time of broadcast, allowing them to view content at their convenience. The study revealed that about 30% of respondents, who do not watch online content on television, may be interested in viewing it.

Riddhi Patel, NPD DisplaySearch Research Director of Consumer Insights, said, “Online content is mostly viewed on computers or mobile devices such as tablets and smart phones, but TVs are increasingly becoming devices of choice for consumers, particularly since an increasing numbers of sets have either built-in connectivity or can be connected to the internet via a peripheral device such as a connected Blu-ray player or set top box, among others.”

She added,“Although results differ by country, the results imply that there is still a general lack of interest in viewing online content via TV. This can be attributed to usage of devices other than TVs to view online content as well as a lack of infrastructure and/or expertise to connect their existing TVs to the internet.”

However, the daily usage of TVs to view online content still remains under 30% in most countries. In fact, online content on TV is viewed most aggressively in China—possibly due to consumer interest in viewing foreign programs that may not be available via traditional TV medium.

About NPD DisplaySearch

NPD DisplaySearch has been recognized as a leading global market research and consulting firm specializing in the display supply chain, as well as the emerging photovoltaic/solar cell industries.

Leave a Comment