Study: Highly Anticipated APPLE iTV will have Dramatic Impact on Entertainment Landscape

by: Insight Media

Market Intelligence -

Consumers Striving to Connect Internet-Enabled TVs With Other Connected Devices 

NEWPORT BEACH, Calif. (Sept. 4, 2012) – Apple’s highly anticipated Apple connected television platform (iTV) is likely to have a significant and disruptive impact on the consumer electronics and entertainment landscape once it’s introduced, according to a new study by Quixel Research and TFCInfo.

The nationwide survey of 1,169 current and potential flat-screen TV owners, which was conducted this June, provides a comprehensive view into the preferences and predispositions towards connected devices, content and services, as well as the emerging attitudes toward Apple products and the hotly debated iTV concept.

According to the study, while intent to purchase an iTV is understandably high among Apple owners (88 percent), a remarkable 80 percent of all current flat-panel TV owners also indicated they would be either extremely, very or somewhat interested in purchasing one of the new Apple televisions, assuming that it includes the company’s traditional attributes (advanced design, innovative features, simple interface, convenient usability and easy connectivity to other Apple devices).

The implications of all of this is clear: Increasingly, consumers are looking to seamlessly connect their home entertainment products with their mobile devices and a variety of content and services, while realizing more capability from their televisions as well, according to Quixel’s “The Projected Impact of Apple iTV and Other Connected Devices on Consumer Entertainment” study.

“Our research shows that there’s a major disconnect between current “smart” or Internet-enabled TVs and consumers,” said Tamaryn Pratt, president of Quixel Research. “Despite thousands of available apps, digital content is only being streamed by 50 percent of these owners, on a daily or weekly basis, and more than 80 percent said that this content was being used just for playing movies”.

“However, our research also shows that this scenario would dramatically change  if Apple introduces its anticipated iTV.  In fact, it could ultimately disrupt the home entertainment industry in the same way the company forever changed the computer, music, mobile phone, tablet, publishing and retail industries.”

Other findings in this survey include:

• Apple device owners outpace all others in expressing an interest to buy a TV with wireless web connectivity (80 percent), having access to cloud storage features (73 percent). and synching their TV to other devices (67 percent),

• Almost 80 percent of respondents are already using a “second screen” while watching TV. However, these devices may not be “connected” to the primary TV in the home. Among those responding, laptops are the most often used device in this scenario, and Apple owners show higher smart phone usage (87 percent) and tablet usage (66 percent) than non-Apple owners.

• Respondents are also beginning to move content from a second screen to their primary television, with 23 percent reporting they are moving content daily. However, the majority of respondents who move content are not willing to pay more to “throw” it from one device to another; although 41 percent are willing to pay more to move movies.

• 3D, voice and gesture command, touch screens and portability features on connected televisions do not resonate highly with any of the consumer groups measured and rate the lowest of all television features desired.

These and numerous other findings on the projected impact of Apple’s iTV and other connected devices can be found in this landmark survey conducted by Quixel Research, in cooperation with TFC Info and Communication Research Inc. To obtain a copy of the complete study, contact Tamaryn Pratt by phone (503-699-5133) or by e-mail (Tamaryn @quixelresearch.com).

 

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About Quixel Research:

Quixel Research was the first firm to publish syndicated reports tracking and forecasting the residential LCD TV, Plasma TV, Micro Display and Front Projection markets. Established more than a decade ago, Quixel focuses on identifying and capturing consumer buying and behavioral data related to televisions and other home entertainment products and services. Our strategic managers have decades of global experience in the consumer electronics and high tech and business-to-business markets