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Netflix and YouTube are Must Have Apps for Smart TV Owners

July 19, 2012

NEW YORK, July 19, 2012 /PRNewswire/ — Smart TV manufacturers are hoping that the popularity of apps with smartphone and tablet users makes its way to the living room. Manufacturers and retailers are selling more and more televisions preloaded with Internet-connected functionality, frequently referred to as Smart TVs. This provides an environment where consumers can use apps to do anything from surfing the Internet using a fully functional web browser, to streaming their favorite movies, TV shows and music right on their TV sets.

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Streaming video apps are the most popular apps for both Smart TV owners and consumers who don’t yet have a Smart TV. Three of the top five “must have” apps are Netflix (Owners 47%/Non-owners 34%), YouTube (Owners 44%/Non-owners 31%) and Amazon Instant Video (Owners 34%/Non-owners 23%). Social media giant Facebook (Owners 35%/Non-owners 29%) and online radio leader Pandora (Owners 28%/Non-owners 18%) round out the top five.

These are some of the results of The Harris Poll of 2,634 U.S. adults (ages 18 and over) surveyed online between May 7 and May 15, 2012 by Harris Interactive.

Younger adults (those 18-35) chose YouTube (Owners 57%) as their top “must have” app over the more traditional experience offered by Netflix (Owners 54%) and Amazon Instant Video (Owners 38%).

Almost three-quarters (73%) of non-Smart TV owners indicate that they are not that familiar (39%) or not at all familiar (33%) with Smart TV or Internet Connected TV, despite the fact that shipment data suggests that manufacturers are continuing to ship more and more Smart TVs.

This could be a major barrier to future purchase consideration, as only 7% of those who are not familiar with Smart TV are likely to purchase a Smart TV within the next 12 months. Conversely, non-Smart TV owners with a greater level of familiarity are four times (4x) more likely to purchase a Smart TV, with 29% suggesting that they are likely or very likely to purchase a Smart TV within the next 12 months.

So What?

“Younger adults desire a more social TV viewing experience,” says Manny Flores, Senior Vice President at Harris Interactive. “With the proliferation of social media sites like Facebook, Twitter and Google+, younger adults are not only more tech savvy, but are accustomed to being able to share their online experiences with their friends and family. So why not add TV viewing to the list of online experiences to share?”

“As the TV becomes a more overall entertainment device, it is only a matter of time before we see the mainstream use of additional content apps, such as Facebook, being used on the TV,” added Flores. “Yet, manufacturers and retailers evidently have to do a much better job of educating their consumers on what a Smart TV is and the benefits of a Smart TV experience. Increased familiarity appears to be the key to driving purchase consideration. Also, manufacturers need to hope that familiarity with smartphone and tablet apps translates into greater interest and adoption for apps that can be used on a bigger screen in the living room.”

TABLE 1
SMART TV MUST-HAVE APPS
“Which of the following are “must have” apps for your Smart TV or Internet connected TV?”

Base: Smart TV owners

                                  Total               Generation
                                  -----               ----------
            Echo Boomers         Gen Xers          Baby
              (18-35)            (36-47)          Boomers
                                                and Matures
                                                        (48+)
    ---                                                  ----
                 %                   %          %         %
                ---                 ---        ---       ---
    Netflix                            47          54      48          37
    -------                           ---         ---     ---         ---
    YouTube                            44          57      42          29
    -------                           ---         ---     ---         ---
    Facebook                           35          45      32          23
    --------                          ---         ---     ---         ---
    Amazon                             34          36      35          30
    ------                            ---         ---     ---         ---
    Pandora                            28          33      24          23
    -------                           ---         ---     ---         ---
    ESPN                               21          19      23          23
    ----                              ---         ---     ---         ---
    Hulu +                             21          26      18          18
    -----                             ---         ---     ---         ---
    Twitter                            17          23      13          12
    -------                           ---         ---     ---         ---
    Syfy                               14          16      11          13
    ----                              ---         ---     ---         ---
    HBO Go                             13          13      19          10
    ------                            ---         ---     ---         ---
    Rhapsody                            9          13       7           7
    --------                          ---         ---     ---         ---
    MLB.com                             8           7       8           9
    -------                           ---         ---     ---         ---
    Vudu HD Movies                      7           8      12           2
    --------------                    ---         ---     ---         ---
    Conema Now                          7           9       7           4
    ----------                        ---         ---     ---         ---
    Vimeo                               5           7       8           1
    -----                             ---         ---     ---         ---
    None of these                      23          28      23          28
    -------------                     ---         ---     ---         ---

Note: Multiple responses allowed

TABLE 2
FAMILIARITY WITH SMART TVS
“How familiar are you with Smart TV or Internet connected TV?”

Base: Do not have a Smart TV

                                   Total
                                   -----

                  %
                 ---
    FAMILIAR (NET)                               27
    -------------                               ---
      Very familiar                               6
      -------------                             ---
      Somewhat familiar                          21
      -----------------                         ---
    NOT FAMILIAR (NET)                           73
    -----------------                           ---
      Not that familiar                          39
      -----------------                         ---
      Not at all familiar                        33
      -------------------                       ---

Note: Percentages may not add up exactly to 100 percent due to rounding;

TABLE 3
LIKELIHOOD OF PURCHASING A SMART TV
“How likely are you to purchase a Smart TV or Internet connected TV in the next year?”

Base: Do not have a Smart TV

                                  Total          Familiarity with
                                                   Smart TV
                                  -----          ----------------
           Familiar            Not Familiar
           --------            ------------
              %                     %                   %
             ---                   ---                 ---
    LIKELY (NET)               13         29                  7
    -----------               ---        ---                ---
      Very likely               3          9                  1
      -----------             ---        ---                ---
      Likely                   10         19                  6
      ------                  ---        ---                ---
    NOT LIKELY (NET)           75         62                 80
    ---------------           ---        ---                ---
      Not that likely          31         38                 28
      ---------------         ---        ---                ---
      Not at all likely        45         25                 52
      -----------------       ---        ---                ---
    Not at all sure            12          9                 14
    ---------------           ---        ---                ---

Note: Percentages may not add up exactly to 100 percent due to rounding

TABLE 4
SMART TV MUST-HAVE APPS
“Which of the following are “must have” apps for your Smart TV or Internet connected TV?”

Base: Non Smart TV owners

                                 Total
                                 -----

                 %
                ---
    Netflix                                     34
    -------                                    ---
    YouTube                                     31
    -------                                    ---
    Facebook                                    29
    --------                                   ---
    Amazon                                      23
    ------                                     ---
    Hulu +                                      20
    -----                                      ---
    Pandora                                     18
    -------                                    ---
    ESPN                                        17
    ----                                       ---
    HBO Go                                      14
    ------                                     ---
    Syfy                                        12
    ----                                       ---
    MLB.com                                      7
    -------                                    ---
    Twitter                                      7
    -------                                    ---
    Cinema Now                                   6
    ----------                                 ---
    Rhapsody                                     4
    --------                                   ---
    Vudu HD Movies                               4
    --------------                             ---
    Vimeo                                        3
    -----                                      ---
    None of these                               36
    -------------                              ---

Note: Multiple responses allowed

Methodology

This Harris Poll was conducted online within the United States between May 7 to 16, 2012 among 2,634 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words “margin of error” as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of theoretical sampling error can be calculated.

These statements conform to the principles of disclosure of the National Council on Public Polls.

The results of this Harris Poll may not be used in advertising, marketing or promotion without the prior written permission of Harris Interactive.

J41826
Q838, 840, 842, 845

The Harris Poll(®) #48, July 19, 2012

About Harris Interactive
Harris Interactive is one of the world’s leading market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll® and for pioneering innovative research methodologies, Harris offers proprietary solutions in the areas of market and customer insight, corporate brand and reputation strategy, and marketing, advertising, public relations and communications research. Harris possesses expertise in a wide range of industries including health care, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Additionally, Harris has a portfolio of multi-client offerings that complement our custom solutions while maximizing our client’s research investment. Serving clients in more than 215 countries and territories through our North American and European offices, Harris specializes in delivering research solutions that help us – and our clients – stay ahead of what’s next. For more information, please visit www.harrisinteractive.com.

Press Contacts:
Corporate Communications
Harris Interactive
212-539-9600
press@harrisinteractive.net

SOURCE Harris Interactive


Source: PR Newswire