App Discovery Not a High Priority for Connected TV Owners

Research firm, Strategy Analytics, is out with a new Digital Home Observatory report which finds that Connected TV and Smart TV owners rarely seek out new apps to use other than the ones they are already familiar with on their PC, tablet, games console or smartphone devices. If they do venture out, however, they’re usually disappointed by the experience.

Apps most people tend use include: Netflix, YouTube, Hulu Plus, Pandora and iPlayer. Certain apps like Facebook, which on the face of it seem to have potential, didn’t scratch the itch for most. Functionality was “extremely limited and they were generally perceived to be lacking in value and functionality.” It kind of makes sense Facebook on TV would fall short once you’ve read Strategy Analytics’ blog post Consumer Attitudes to Social Networking on Connected TVs which notes that people use social networks for 5 main functions: messaging, sharing pictures/video, gaming, recommendations, finding old friends/colleagues.

Not all of these functions are considered particularly appropriate to be accessed via a connected TV, and a user’s attitudes towards incorporating ‘social networking’ into the TV experience depend on the extent to which they equate social networking with each of the above functions.

Other takeaways of the new report…

  • Folks who purchase Connected TVs don’t buy them for the apps. It’s more of a secondary thought or a pleasant surprise auxiliary feature.
  • People think of games on a TV to be a high quality console-like experience. Basic game play is typically done while watching TV on portable devices.
  • TV apps aren’t being marketed properly to owners of these TVs.


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Filed in: Industry Buzz, Streaming Media Devices