Connected TV Sales are on the Rise and so is Satisfaction among Consumers, According to NPD

Wednesday, December 29th, 2010 
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PORT WASHINGTON, NEW YORK — Consumers are using the connected features of their connected TVs and say that they are pleased with the results, according to leading market research company, The NPD Group’s Connected TV Owner Study. According to the report, nearly half of consumers (45 percent) who say they have an Internet-connected TV, access Internet features. Of those who have connected their TVs to the Internet, 57 percent say they are very satisfied with the TV’s Internet features.

“Manufacturers are underselling the Internet features of connected TVs,” said Ross Rubin, executive director of industry analysis at The NPD Group. “Broadband features unlock worlds of on-demand content; manufacturers should provide the key by integrating Wi-Fi.”

Of those consumers who have connected their TVs, more than half (57 percent) are using it to access Netflix, 47 percent are viewing videos on YouTube. Consumers are also taking advantage of the ability to access other networks in their homes. More than half (54 percent) said they accessed video, music, or photos on their home networks.

“Video services are leading the way on connected TV usage,” said Rubin. “These include the ubiquitous Netflix and the rapidly expanding presence of Hulu Plus. But NPD research indicates that manufacturers have an opportunity not only to provide more content choices, but inventive ways to navigate them.”

According to NPD’s retail tracking service, sales of IPTV (connected) TVs have increased 38 percent (January – November) compared to the same time period in 2009, and now make up nearly 12 percent of all flat-panel sales.