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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.

To find out more about internet ready TVs read Econsultancy's new Connected TV Smart Pack.

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.

David Moth

Published 1 May, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1680 more posts from this author

Comments (5)

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Trevor Vagg

Just a correction to the title - futurePROOF found that 7% of all adults in Britain have a TV set that is actually connected to the internet. That equates to about 40% of those with a 'connected TV' set actually connecting it to the internet.

over 4 years ago

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Deri Jones, CEO at SciVisum.co.uk

You're right Trevor - that title really gives totally the wrong impression... and too late, loads of email newsletters with it in, have already been sent, plus look at the number who tweeted it onwards...

It's s very wrong - almost makes you wonder if it was intentional ?

over 4 years ago

David Moth

David Moth, Editor & Head of Social at EconsultancyStaff

Hi both, thanks for pointing out the error. I can assure you it wasn't intentional, and I have now amended it

over 4 years ago

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dina akhmetzhanova, Head of Digital Marketing at PFS WebEnterprise

Yes, I think broadband speed is the biggest issue for me. I wonder if Cloud based broadcast could solve it? Does anybody know anything about cloud media broadcasting?

about 4 years ago

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Sean Taylor

There are some interesting points made in this piece. The majority of people now tend to use laptops, iPods and iPhones to watch their favourite movies and TV shows.

over 3 years ago

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