33% of U.S. Broadband Households Interested in Widget-ized HDTVs

Parks Associates took a survey recently – for their white paper: From Boob Tube to YouTube: Consumers and TV — and found that 33% of Americans with a broadband connection showed interest in purchasing (possibly even at a premium) an HDTV that supports Internet powered, on-screen widgets (think: Yahoo! TV Widget Engine). The survey also revealed that 50% of those asked said they would be interested in buying or upgrading to a connected set-top box that would provide them with premium web content like TV shows and movies. Obviously, all good news for the industry. The full press release can be read below.

Over 33% of U.S. broadband households show strong interest in Web-enhanced features for connected TVs and set-tops

Service providers and manufacturers benefit from interest in widgets, VoD libraries

Video-on-demand (VoD) libraries and widgets will be the first generation of video services driving adoption of connected television experiences in the U.S., according to international research firm Parks Associates. Consumer electronics manufacturers and service providers will benefit from higher margins and ARPU generation in providing these Web-like experiences via the television.

Parks Associates, in its new white paper From Boob Tube to YouTube: Consumers and TV, reports strong interest among U.S. broadband households for VoD libraries and TV widgets, which are Web-like displays that show customized news, weather, sports, or traffic information. In particular, 33% are interested in widgets, and almost 50% are interested in premium Web content, including TV shows and movies, through a connected set-top box.

“Broadband households are growing accustomed to viewing video off the Internet,” said Kurt Scherf, vice president, principal analyst, Parks Associates. “Demand for Web and user-generated content will increase, and those desires will influence their CE purchases and service provider choices. Widgets and VoD libraries will be the first in a long line of advanced video services people will want in their living rooms.”

Scherf said that consumers respond favorably to enhanced interactive features and are willing to pay – either on the price of a television or as an additional subscription cost – for certain features.

“For manufacturers and service providers, creative, well-organized interactive services will be key to creating new value out of the television,” Scherf said.

Parks Associates will present connected TV research at CONNECTIONS™ Europe in Nice, France, on March 31 and the Cable Show on April 1. For more information, and to download From Boob Tube to YouTube: Consumers and TV, visit http://www.parksassociates.com, or contact 972-490-1113, sales@parksassociates.com.

About Parks Associates
Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.

The company’s expertise includes new media, digital entertainment and gaming, home networks, Internet and television services, digital health, mobile applications and services, consumer electronics, and home control systems and security.

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