Based on a post on our blog (http://stkgrp.com/180fWDa), these slides talk about a YouGov study about Smart TVs (http://stkgrp.com/1bPvwpw) and how consumers use them.

2. YouGov have released the results of
a survey about Smart TVs which
confirms that the public aren’t
interested in using them to connect
to the Internet.

3. Instead, consumers are plugging their laptop or
tablet into their TV or using their set-top box with
their TV screen to get online.

4. YouGov’s main findings:
50% of UK consumers like the
idea of accessing online content
through their televisions
13% of the
population
owned a Smart
TV in Q1 2013
6% currently use a
Smart TV devices as
their primary means
of accessing online
content
Amongst on-demand
viewers, 37% prefer to
watch through a set-top
box while 7% watch
through a Smart TV
Consumers are connecting
their TVs through other
devices, with laptops and
desktop computers being
the most popular

5. The biggest challenge is
that consumers don’t
buy Smart TVs for their
function – 51% were
purchased because the
consumer wants an
up-to-date TV.

6. Fewer than half of Smart TV owners actually use
the set to go online regularly.
Any significant revenues the manufacturers hoped
to gain from services on the platform don’t exist, at
least in the UK.

7. Here are the Google trends for smart TV related
searches in the UK:

8. Interest has grown over the last few years and
Christmas 2012 saw a surge as consumers
bought TVs for their Christmas viewing or took
advantage of the sales period. However this only
demonstrates a trend over time; there’s no
indication of volume.

9. The Google Keyword Tool
confirmed that the concept
of “Smart TVs” has driven
significant search volumes
and that is the dominant
phrase for describing the
product category.

10. Here are the results from the Google Keyword
Tool:

11. So the public do know
what Smart TVs are, are
searching for them, and
buying them after
searching for Smart TV
keywords.
However, they are not
then using them for the
purpose of connecting to
the Internet through their
built-in features. They’re
buying them as they’re
good TVs, not Smart
TVs.

12. TV manufacturers have done the job of marketing
the concept…
…but consumers are the smart ones, using devices
they already own and are familiar with, plugged
into their TVs to make them smart