Magid National Study Finds Connected TVs Growing Rapidly

Jun 13, 2012, 10:29 ET from Frank N. Magid Associates

NEW YORK, June 13, 2012 /PRNewswire/ -- The number of U.S. consumers currently accessing the internet through their TV sets is on the rise and will continue to grow dramatically in the year ahead, according to a national consumer study conducted by Frank N. Magid Associates in late March of 2012. 

The research, conducted as part of the Magid Media Futures 2012 study, found that 21% of consumers connect to the internet via their TVs in comparison to 16% last year.  They use the connected TV for web browsing, viewing videos through subscription services such as Netflix, online gaming and visiting Facebook, in addition to other Web services and content. Game consoles (e.g. Nintendo Wii, PlayStation 3 and Xbox 360) are the primary means of connecting to the Internet via TV, followed by smart TVs, Blu-Ray players, and over the top devices (e.g. Roku, Apple TV, Google TV).  Early adopters are more likely to be male (56% male vs. 44% female) with more than half of the adopters between the ages of 18-44. 

The number of consumers accessing the Internet via their TVs will continue to grow, as 30% of consumers who do not currently access the internet through TV say they are interested in doing so.  These potential subsequent adopters also skew male (58% male vs. 42% female) and tend to be slightly older than current users – ages 25-54.

"Connected TVs will bring the Internet to the large screen, in contrast to how the smartphone has brought the Internet to the small screen.   Consumers will be able to watch and browse what they want, when they want, on a big screen through connected TVs," said Mike Vorhaus, President of Magid Advisors, a unit of Frank N. Magid Associates.

About Frank N. Magid Associates:

Frank N. Magid Associates, Inc. is a leading research-based consulting firm that helps its clients become more profitable by solving problems and helping them take advantage of opportunities. We are unique because for 55 years we have carefully studied human behavior and how communication affects it. We possess an uncanny understanding of what and how marketing and communication will motivate people to behave in certain ways. We leverage this keen understanding of consumers, our practical operational expertise and network of industry leaders to help clients across industries successfully develop and market products and services. Frank N. Magid Associates serves its' clients through corporate offices in Minneapolis, New York, Los Angeles, Chicago, Dallas, Atlanta, San Francisco and Marion, Iowa.

SOURCE Frank N. Magid Associates