New Yahoo! Study Reveals TV’s Future is Online
Right this very moment, consumers are watching TV content online. They are also watching online content on their TVs. The convergence of TV and Internet is here, and this creates a clear opportunity for advertisers.
To help make sense of this new landscape for brands and agencies, our Yahoo! recently partnered with Ipsos OTX MediaCT, surveying DSL-connected households in the U.S. The study focused on gauging consumer usage of Internet-connected TV devices, as well as attitudes around advertising on Yahoo!’s Connected TV product. These seven key findings emerged:
1. Consumers are already connected. One in three broadband households are using Internet connected TV at least once a week, while three in five have online connected TVs. By online connected TVs, we mean any consumer electronic device at home (not including PCs or Laptops) that you can connect to the internet through your TV. This can include a standalone TV without the need for an extra box or another device connected to your TV such as a gaming console or digital media adapter.
2. Gamers will drive this trend. Game consoles and built-in Internet-TV applications will drive Internet connectivity, with 32% showing interest for each. Users are more interested in accessing the Internet through their TV, rather than relying on an extra box such as a DVD player or cable box.
3. Four content types are priorities for consumers. Today, full-length TV programs or movies (68%), weather (65%) and gaming (64%) are the most common types of content accessed via Internet-connected TV. Interestingly, weather and video games are accessed more frequently on a weekly basis. Consumers are also very interested in accessing music on their TVs, reporting 44% interest in the next 12 months, second only to TV/movies.
4. Consumers still love TV shows and talking about them with friends.
60% of those surveyed said they would be interested in looking up online content on their TV related to the program they were watching. And among those who showed interest, 53% said they wanted special content about their favorite TV shows, and 28% want to include their friends via social media when watching. Content around TV shows and social media will spur the growth of this new landscape, especially among women.
5. Advertising is also a key driver of usage for Internet connected TV. Two in five consumers said they are interested in content relevant to the commercials they see. In fact, more than 50% of survey respondents reported that they are likely to interact with an ad on Yahoo! Connected TV. This increases to 63% for current Internet TV users and among those interested in Yahoo! Connected TV (70%).
6. Consumers like us. They really like us! Seven in 10 of those surveyed said they are interested in using Yahoo! Connected TV after seeing a video demo. 40% state that it’s the future of TV, and 35% say it’s innovative. Yahoo! Connected TV is primarily seen as convenient (44%) and an easy way to access content (41%).
7. Male consumers are leading the charge. Men under 35 and heavy Yahoo! users are more involved in this category than women. They tend to own more TV brands and are aware of more Internet-connected TV options. They are also more likely to purchase or subscribe to TV-related products, connect the internet to their TV, consume more content, have widgets or apps, and have access to Yahoo! Connected TV.
The on-demand nature of the Internet, combined with the living room TV-viewing experience, is creating an entirely new platform through which advertisers and content creators can reach consumers. As usage becomes the norm rather than the exception, marketers need to intimately understand the emerging opportunities being developed. After all, nowadays, it rarely hurts a brand to be seen as an early adopter.
For more on Yahoo! Connected TV, visit http://connectedtv.yahoo.com/.