Western Viewers Fall Behind in the Web-connected TV Revolution
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Western Viewers Fall Behind in the Web-connected TV Revolution

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Western Viewers Fall Behind in the Web-connected TV Revolution PR Newswire NUREMBERG, Germany, August 31, 2012 NUREMBERG, Germany, August 31, 2012 /PRNewswire/ -- People in markets such as China, Brazil and India better exploit the opportunities offered

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Western Viewers Fall Behind in the Web-
connected TV Revolution
PR Newswire
NUREMBERG, Germany, August 31, 2012
NUREMBERG
,
Germany
,
August 31, 2012
/PRNewswire/ --
People in markets such as
China
,
Brazil
and
India
better exploit the
opportunities offered by web-connected television, compared to countries such
as the UK, US and
Germany
. This is according to research carried out across
thirteen countries by GfK's consumer research experts. The study found that
western consumers are stuck in an 'analogue' mindset, whereas viewers in
emerging markets are more likely to embrace the digital capabilities of
Connected TV.
GfK research shows that a far higher proportion of Chinese, Korean and Indian
consumers have used the functionalities of Smart TV in the past months,
compared to those in Western markets.
Connected TV usage:
China
44%
S. Korea
18%
India
17%
Brazil
14%
Turkey
13%
UK
11%
USA
11%
Mexico
11%
Spain
8%
Germany
8%
Belgium
6%
Russia
5%
Netherlands
5%
GfK's findings show that 'Social TV' has yet to fully take-off. Globally, just 28% of
viewers said that they found programmes that they can interact with to be
more interesting to watch. And just 25% thought that tweeting and commenting
on programmes 'enhances the viewing experience'.
Viewers in countries such as
China
,
Brazil
and
India
are more motivated by
programmes they can interact with than those in markets such as the UK, US
and
Germany
[1]
.
Richard Preedy, at GfK, said: "Our findings suggest that broadcasters need to
integrate their social elements far more engagingly into the fabric of the
programme, in order to entice the viewer's interaction."
Across all markets, the ability to connect to the internet is less important than
price, screen size and display technology, when buying a new TV. But the West
is more indifferent than the emerging markets, with only 26% of UK and 29% of
US consumers saying they look out for a net enabled set, compared to 61% in
India
and 64% in
China
.
You can read more the full press release here:
http://www.gfk.com/group/press_information/press_releases/index.en.html
FOOTNOTES
:
[1]
% agreeing with statement 'Programmes I can interact with are much more
interesting to watch'
Brazil
42%,
China
61%,
India
59% vs. UK 16%,
USA
18%,
Germany
15%
Research contact: Ryan Garner, Ryan.Garner@gfk.com
PR contact: Amanda Wheeler, Amanda.wheeler@gfk.com / +44-7919-624688