BRIC Countries Lead Connected-TV Adoption

NUREMBERG: Consumers in markets such as China, Brazil and India are using Internet-connected television more than those in the U.K., the U.S. and Germany, according to research from GfK.

The study, which surveyed 13 countries, finds that Western customers are "stuck in an analogue mindset," according to GfK. However, those in emerging markets are more likely to exploit digital capabilities of connected TV. This indicates thats emerging markets see a greater and more rapid uptake of enhanced TV capability, compared to consumers in markets that are more developed. They are more likely to use the functionality offered by the latest TV sets as well. In China, 75 percent of Smart TV owners report using its features in the last month, compared to half, or less, in Western markets. 

Disinterest in Western countries is greater than in emerging markets. Only 26 percent of U.K. consumers and 29 percent of U.S. consumers say they look out for a web-enabled TV set, compared to 61 percent in India and 64 percent in China. 

However, GfK data shows that the demand for Smart TVs is gaining momentum in the West. Sales in the six biggest European countries have increased by 31 percent in the first half of this year. 

Richard Preedy, the research director at GfK, commented: "Our findings suggest that broadcasters need to integrate their social elements far more engagingly into the fabric of the program, to encourage viewers to interact.”

Preedy added: "We are seeing the developing countries such as India, Brazil and especially China viewing an increasing amount of content away from a television set, but also using TV in a more advanced way. They combine viewing a programme with increased levels of online activity—giving us a glimpse into how the West will start to move in the coming years. China, India and Brazil essentially are the early adopters at the moment. However, in the coming decade, critical mass will be reached in traditional TV markets such as the U.K., U.S. and Germany and the way we all watch programming will be changed forever—finally burying analogue for good.”