Fewer than 10% of British adults have used a connected TV to go online, according to new data from Kantar Media.
The futurePROOF study found that just 17% of British adults own an internet ready TV set and more than a third (36%) of respondents said they did not see the point in going online through a TV set.
In fact the main motivations for buying a smart TV were traditional drivers, such as screen size and picture quality, rather than connectivity.
Kantar suggests that “a perceived lack of comprehensive content presents one of the major barriers to greater connected TV usage.”
Poor functionality, such as having to use the remote as a web input device, the absence of some major broadcasters and the loading time of apps are also common complaints.
“But, it is the irritation of ‘buffering’ when trying to watch a show through the broadband connection that causes greatest disillusionment for connected TV users.”
Kantar’s report contradicts statistics released yesterday by YouGov which found that 35% of smart TV owners say the majority of their TV viewing is on-demand.
This increases to 53% in the 18-24 age range.
YouGov’s survey did find a degree of disinterest among smart TV owners, with 25% saying they had never used their device to go online.
However almost half (47%) of all smart TV owners use their device to access the internet at least once a week.
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It highlights market trends, key statistics and case study examples of companies using connected TV for marketing and provides an overview of the main players in this increasingly important sector.