New International Study by LG Electronics and smartclip on Changes in Media Consumption Resulting From Smart TV Sets

New International Study by LG Electronics and smartclip on Changes in Media Consumption Resulting From Smart TV Sets

LONDON, November 16, 2015 /PRNewswire/ --

    Intensive use of on-demand video platforms is fuelling the boom in the Smart TV
market:

       
        - 78% of all Smart TVs (integrated Internet-enabled TV sets) in the UK have been
          purchased within the past two years - showing a significant rise in growth and shift
          in TV technology standards
        - The connection rate of Smart TVs has increased to 93% (compared to 78% in 2013)
        - Smart TV set owners generally have higher net household incomes and higher education
          levels than the average TV viewer
        - Video-on-demand offerings such as Netflix and Amazon Instant Video are the main
          drivers of Smart TV use

    A current international study on the spread of Smart TV devices and the associated
changes in use proves: the intensive use of on-demand video platforms is fuelling the boom
in the Smart TV market. The joint study was commissioned by LG Electronics, CE
manufacturer and smartclip, a specialist in addressable TV advertising technology and
owner of the programmatic multi-screen video SSP "SmartX Platform", and carried out by
Nielsen, a global market researcher. The study examined changes in media consumption in
four markets - Germany, the United Kingdom, Spain and Brazil - caused by Smart TVs that
give access to large variety of on-demand content and support the latest connectivity
features.

    The facts and figures surveyed for the UK, in particular, show rapid growth in the
spread and usage of Internet-enabled TV sets. The second study also identifies a
socio-demographic profile of Smart TV owners, which indicates they have high net household
incomes and good educational levels. This is identical to the results of the first global
Smart TV study from 2013, also carried out by LG, smartclip and Nielsen. It is noteworthy
that Smart TVs are used mainly in modern families, whose members have a general affinity
for online content. The term "multi-screener" has been coined for this kind of media usage,
so it is no surprise that the connection rate of Smart TVs has also increased
significantly since 2013, from 78% to 93%.

    These results also show that the use of Smart TV features has become increasingly
pronounced in recent years. In particular, an increasing number of online video libraries
has fuelled desire for on-demand use and thus for Smart TV sets. Films and videos are used
most intensively by far:  82% of the respondents use their Smart TVs to watch on-demand
content, compared to 37% percent in 2013. Video-on-demand providers such as Netflix,
Amazon Instant Video have driven the spread of Smart TV sets in households in the last two
years, and it is expected to see this growth to continue the more entertainment content
becomes increasingly accessible via smart devices.

    Kourosh Ayrom, National Account Director at smartclip, highlights one finding in
particular: "This latest study has shown that, when compared to users with
traditional/non-Smart TV sets, Smart TV users consume more of both traditional scheduled
TV programming, as well as video-on-demand content. We have to consider that users
probably do not differentiate between the two consumption types in their minds; they
simply want to consume the content they want, whenever they want, in the way that suits
them best. It is through the combination of new technologies and more accessible and
compelling content that this consumption becomes even more frequent and regular. Smart TVs
are giving the user that freedom on the largest screen in the household with all the
benefits and innovations that come with it. This evolves TV and ultimately makes it even
more successful."

    About the study design 

    In Germany, United Kingdom, Spain and Brazil a total of 2,800 persons (700 per country)
who participated in the online survey.

    Here can you download the study 

http://www.smartclip.com/sites/default/files/content/case-studies/case-study-pdf/smartclip_Smart%20TV%20Insights%202015_UK.pdf

    About smartclip 

    As a leading video advertising technology company, smartclip offers a true
multi-screen advertising experience across all digital devices with our proprietary
programmatic system, the SmartX Platform. We provide yield-optimised content monetisation
for connected TVs, smart TVs, linear TV, mobile devices and over the web. smartclip
pioneers the future of TV brand advertising delivery and creates innovative solutions for
interactive brand experience by optimising media efficiency, reach and audience targeting.
The company maintains its corporate headquarters in Hamburg, with an extensive network of
offices throughout Europe and Latin America. For more information, visit
http://www.smartclip.de or follow us on Twitter [https://twitter.com/smartclipAG ] and
LinkedIn [https://www.linkedin.com/company/smartclip?trk=tyah ].

       
         
        smartclip media contact: 
        Kathrin Müller 
        Director Corporate Communications 
        Landline: +49(0)40-6887-687-117 
        Mobile: +49(0)173-34-529-60 
        E-mail: kathrin.mueller@smartclip.com 
        http://www.smartclip.com 

     

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