If Apple truly intends to roll out its own television set as the rumors predict, the next few months might be a good time to do so. The number of U.S. consumers planning to purchase a smart TV has nearly doubled in less than a year, according to new consumer research from Parks Associates (http://www.parkassociates.com).
The firm’s “Consumer Decision Process: Summer Update” reports more than 10% of broadband households plan to purchase a smart TV in the second half of 2011, up from 6% in the first half. These households, representing 50% of the nearly one-fourth of U.S. broadband households planning to purchase a flat-panel TV, anticipate an average cost of $1,000 for the smart TV, defined as an HDTV with built-in Internet access capability.
“Advertising campaigns from manufacturers such as Sony, Samsung, and VIZIO have boosted consumer awareness and interest, making connectivity a must-have feature for new CE products,” says Parks Associates CEO Tricia Parks. “Younger consumers especially want the extra benefits on their new TVs of going to the web for social networking and on-demand video or subscription entertainment options.”
Consumers’ preferred entertainment and social networking options on connected CE devices such as Blu-ray players, game consoles, and smart TVs include the ability to stream and download movies and TV shows as well as access to Facebook and online music. The survey also shows 19% of broadband households intend to purchase a tablet in the second half of 2011.
“Apple is the preferred brand by far, capturing over 40% of planned tablet purchases for the rest of 2011,” Parks says. “Apple has a very strong reputation in consumers’ minds, with over 70% of consumers familiar with the brand rating Apple as ‘innovative’ and ‘cool,’ although considerably fewer rate it as ‘affordable.’ ”
— Dennis Sellers