Consumer Electronics

has
acquired

Smart TV - Consumer Survey - 2012 Edition

Catalogue Number: 2442

A new consumer survey on the fastest-growing feature

technology for TV sets.

Key Questions Answered

n How many consumers in the United States currently own
an Internet-connected TV or Smart TV?
Global
n Are consumers who do not currently own a Smart TV
interested in purchasing a Smart TV? If so, would they
outlook
rather buy a separate connected device (DVR, Blu-ray, local
game console, etc.) or a Connected/Smart TV set? knowledge
n How many consumers are connecting their Smart TVs? If
so, are they doing so through Ethernet or Wi-Fi
connection?
n Which brands of Smart TV are owned by consumers? How
satisfied are consumers with the Smart TV platform? Enabling
n Which services and applications are consumers accessing sound
on their TV sets? How frequently do they use them? decisions
n What do consumers understand the term "Smart TV" to
mean?

Why IMS Research?

Order This Report
n Rigorous primary research process.
n Detailed country-level analysis.
For further details on our custom
n Access to analysts, expert opinion when you need it. research and consultancy services
n Semi-custom research method to ensure targeted, please visit our website or email
actionable insight. crc@ihs.com
n More than 15 years of experience researching the market.
n Extensive portfolio covering all aspects of digital TV and
set-top box industries.
Consumer Electronics Group has
acquired

Smart TV - Consumer Survey - Report Introduction

2012 Edition
n More than 600 consumers in the United States over
18 years old and who own a TV set were surveyed
during the month of June 2012.
n Demographics are presented for Television owners,
including: age, gender, marital status, annual
household income, level of education, and number
of adults and children per household.
n Consumer intent to purchase a TV set and the
importance of certain TV features are presented to
analyze changes in consumer buying behavior.
n Consumers are segmented into three groups for
further analysis: "Traditional TV Owners", "Additional
Connected Device Owners", and "Smart TV Owners".
n Profile of the three consumer segments is presented
with demographics and devices owned to highlight
key differences.
n Awareness and perception of Smart TVs, purchase
intention, and the frequency of Internet video
services and applications used are analyzed for all
three consumer segments.
n Qualitative analysis accompanies the survey results
to highlight the major trends impacting the US TV
market.
n The raw data of the consumer survey may be
purchased in addition to this report.
Connectivity is a growing feature within TV sets which enables
consumers to access an expanding number of diverse services
and applications.
This survey captures the average U.S. consumer's opinions,
preferences and purchase intentions for televisions and
certain features, along with their understanding and feedback
on Internet-connected TVs / Smart TVs and the applications
that can be accessed through them. This study serves as a
complement to the "Connected TV Sets - World - 2012" report.
IMS Research closely monitors the digital TV marketplace, and
has produced several reports on topics such as set-top boxes,
integrated digital TVs (iDTVs), HDTV, home networks, DVRs,
and TV gateways. This study is ideal for senior managers or
executives who need to assess how best to pursue
opportunities in this market and compete effectively.
Market Breakdown
Geographic Region
Device Type Owned
Age Groups
Gender
Household Income
Education Levels

Device Ownership by Consumer Segment

SAMPLE TABLE
Total Traditional TV Additional Smart TV
Respondents Owners Device Owners Owners
Smartphone X.X% X.X% X.X% X.X%
iPad/iPad 2 X.X% X.X% X.X% X.X%
Other Tablet (Galaxy, Xoom etc.) X.X% X.X% X.X% X.X%
3D TV X.X% X.X% X.X% X.X%
LED TV X.X% X.X% X.X% X.X%
eReader (Kindle, Nook, etc.) X.X% X.X% X.X% X.X%
Microsoft Xbox 360 X.X% X.X% X.X% X.X%
Sony Playstation X.X% X.X% X.X% X.X%
Blu-ray Player X.X% X.X% X.X% X.X%
Roku X.X% X.X% X.X% X.X%
Apple TV X.X% X.X% X.X% X.X%

Source: IMS Research Jul-12

Use and Frequency of Sevices and Applications

SAMPLE FIGURE

Past Week Past Month

Past Three Months Past Six Months
Past Year Never Used
App A
App B
App C
App D
App E
App F
App G
App H
App I
App J

0% 20% 40% 60% 80% 100%

Source: IMS Research Jul-12

 Consumer Electronics Group has
acquired

"Internet-connectivity on TV sets is becoming more important to

consumers in the US, as the awareness and preference for Smart TVs
and the video services and applications that can be accessed through
them increases. However, price, screen size and picture quality
remain the primary purchase drivers."
Veronica Gonzalez-Thayer, IMS Research

Table of Contents
1. Methodology and Statistics
1.1 Questionnaire

2. Key Findings

3. Consumer Demographics
3.1 Age
3.2 Gender
3.3 Marital Status
3.4 Annual Household Income
3.5 Level of Education
3.6 Average Number of Adults and Children per
Household

4. Television Owners
4.1 Consumer Attitude Towards Technology
4.2 Devices Owned by Consumers
4.3 Consumer Intent to Purchase a TV
4.4 Important Factors When Purchasing a TV
4.5 TV Features Consumers are Willing to Pay More For
4.6 Understanding of the Term "Smart TV"

5. Consumer Segments
5.1 Profile of Consumer Segments
5.2 Traditional TV Owners
5.3 Additional Connected Device Owners
5.4 Smart TV Owners