NPD Group survey shows Smart TV owners not making full use of services

Only 10 per cent of owners connect their Smart TV to the internet

A report by the NPD Group, which specialises in consumer market research, point-of-sale data, and expert analysis, has found that very few Smart TV owners are making full use of their televisions capabilities.

Over half (60 per cent) of Smart TV owners said they used online streaming services such as Netflix or LOVEFiLM, but only 10 per cent said they made use of app functionality.

Of those surveyed 10 per cent said they had connected their television to the internet, while just five per cent said they connected their television to access PC desktops.

NPD's Connected Intelligence Group's John Buffone said the research showed how Smart TV's have "so far failed to break beyond the bounds of its TV-centric heritage, with little use for the big screen beyond the obligatory video services."

Buffone added: "HDTVs, gaming consoles, Blu-ray Disc players, and other connected devices offer an array of applications... [but], in general, these have failed to resonate with the audience, not least because there are better platforms, such as the PC, tablet, or smartphone, for such services."

One of the only exceptions to the findings was the use of music streaming apps like Spotify, which around 15 per cent of Smart TV owners use.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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