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

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By Gillian West, Social media manager

December 28, 2012 | 2 min read

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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