Consumer Purchase Plans for Smart TVs Doubles in 2011

DALLAS: The number of U.S. consumers planning to purchase a smart TV has nearly doubled in less than a year, according to new research from Parks Associates. 

The report, Consumer Decision Process: Summer Update, finds that 10 percent of broadband households plan to purchase a smart TV in the second half of 2011, up from 6 percent in the first half. One-fourth of U.S. broadband households intend to buy an Internet-connected CE device this year. The half of that one-fourth planning to purchase a flat-panel TV anticipate an average cost of $1,000 for the smart TV. 

The survey also found that 19 percent of broadband homes intend to purchase a tablet in the second half of 2011. Men are more likely than women to purchase 3G tablets and buy 3G data plans for their new devices. 

“Advertising campaigns from manufacturers such as Sony, Samsung, and VIZIO have boosted consumer awareness and interest, making connectivity a must-have feature for new CE products," said Tricia Parks, the CEO of Parks Associates. "Younger consumers especially want the extra benefits on their new TVs of going to the web for social networking and on-demand video or subscription entertainment options.”

“Apple is the preferred brand by far, capturing over 40 percent of planned tablet purchases for the rest of 2011,” Parks added. "Apple is reaping the benefit of being first to a very young marketplace, but it also has a very strong reputation in consumers’ minds, with over 70 percent of consumers familiar with the brand rating Apple as ‘innovative’ and ‘cool,’ although considerably fewer rate it as ‘affordable.’”