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Los espectadores occidentales van a la zaga de la revolución de la televisión conectada a la web
  • Brazil - Português


News provided by

GfK

Aug 31, 2012, 01:00 ET

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NUREMBERG, Alemania, 31 de agosto de 2012 /PRNewswire/ -- Las personas en el mercado chino, brasileño e indio aprovechan mejor las oportunidades que ofrece la televisión conectada a la web que quienes viven en países como el Reino Unido, Estados Unidos y Alemania. Así lo indica la investigación realizada por los expertos en investigación de patrones de consumo de GfK en 13 países. Según este estudio, los consumidores occidentales están atrapados en la mentalidad 'análoga' y el público en los mercados emergentes es más proclive a disfrutar de las capacidades digitales de la televisión conectada a Internet.

La investigación de GfK muestra que una proporción mucho mayor de los chinos, coreanos e indios utilizan las funciones de Smart TV en los últimos meses, en comparación con los consumidores en los mercados occidentales.


Uso de televisión  conectada



China

44%

Corea del Sur

18%

La India

17%

Brasil 

14%

Turquía

13%

Reino Unido

11%

Estados Unidos

11%

México

11%

España

8%

Alemania

8%

Bélgica

6%

Rusia

5%

Países Bajos 

5%






Los resultado obtenidos por GfK muestran que la 'televisión social' aún no ha despegado del todo. En términos mundiales, solo 28% de los espectadores considera que los programas con los que puede interactuar son más interesantes. Además, solo 25% de ellos cree que enviar tweets y comentar los programas 'mejora la experiencia del público'.

Los espectadores en países como China, Brasil y la India se sienten más motivados ante programas que ofrecen interacción que los espectadores en el mercado británico, estadounidense y alemán[1].

Richard Preedy, director de GfK, señaló: "Nuestros hallazgos indican que las televisoras necesitan integrar sus elementos sociales de manera mucho más atractiva a los contenidos de cada programa a fin de motivar la interacción del público".

En todos los mercados, al momento de comprar una televisión nueva la capacidad de conectarse a Internet es menos relevante que el precio, el tamaño de la pantalla y la tecnología visual. Sin embargo, los países occidentales son más indiferentes que los mercados emergentes, pues solo 26% de los consumidores británicos y 29% de los estadounidenses afirman buscar un equipo con capacidad de conexión, mientras que 61% en la India y 64% en China hacen el mismo comentario.

Puede continuar la lectura del boletín de prensa completo aquí: http://www.gfk.com/group/press_information/press_releases/index.en.html

NOTAS AL PIE:

[1] Porcentaje de acuerdo con la frase 'Los programas con los que puedo interactuar son mucho más interesantes' Brasil 42%, China 61%, La India 59% frente a Reino Unido 16%, Estados Unidos 18%, Alemania 15%

CONTACTO: Contacto para Investigación: Ryan Garner, [email protected]; Contacto para RRPP: Amanda Wheeler, [email protected] / +44 7919 624688

FUENTE  GfK

FUENTE GfK

SOURCE GfK

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