At the beginning of 2012 we saw a burst of excitement around the predicted rise in the use of connected TV, however consumer reaction appears to have been somewhat muted.
Data we published in May showed that that 17% of British adults own an internet ready TV set but just 7% have used a it to go online.
More than a third (36%) of respondents said they did not see the point in going online through a TV set.
A new report from Parks Associates and Rovi seeks to identify which audience segments are actually adopting connected TV, with the results showing that owners in the UK are typically young, affluent males.
Nearly 40% are upper-middle class and more than 70% closely follow the latest developments in new technology.
Furthermore, their ownership of other devices such as game consoles and tablets is considerably higher than the national average.