New technological devices break traditional television consumption patterns

According to a GfK study, consumers still buy televisions for their basic function (watching TV) and other functionalities do not emerge as purchase drivers. 63% acknowledge that they are unable to use all the features of their television.

New mobile devices are changing viewers' habits, according to an online study carried out by the GfK market research institute on how television is bought, chosen and watched in 13 countries.

In this sense, the study indicates that 47% of those surveyed in Spain consider that the programs with which they can interact are much more interesting. Furthermore, 40% consider that being able to tweet or include online comments undoubtedly improves their television experience.

Regarding the reason for purchasing televisions, in Spain the main driver continues to be their original and basic function – in other neighboring countries, other reasons emerge, such as Internet connection – and also with very high frequency, since 78% watch it daily, almost 11 points more than the average of the European countries included in the study and 13 more than the US. 93% of the Internet users interviewed have a television, 81% have a flat screen and 60% have HD (High Definition).

The price and screen size are the most valued when purchasing

When asked what they look for when selecting a television, the most frequently mentioned characteristic is the price (81%), followed by the size of the screen (78%), the technology, whether LED, LCD or Plasma (75%), as well as the possibility of having HD (67%).

The brand is in sixth place among the aspects taken into consideration, with Samsung being the first choice with 45% of preferences, closely followed by LG (44%).

Having a simple connection such as a USB stands out among other connectivity alternatives (67%). In the purchasing decision, Internet access is placed below the possibility of sharing or viewing the content of other devices on television and the Wi-Fi option.

These results help to explain the real use given to televisions in Spain, since it is evident that not all of their functions are used. A clear example of this is that 14% of those interviewed declared they have a connection to the local network and, however, a third of them (35%) have never connected their television to one. Similarly, 57% of those surveyed believe that setting up and operating their television is difficult and 63% declare themselves unable to use all its features.

What is expected from televisions in the future?

When asked about innovative services that would be attractive to them, 19% point out that multi-device connectivity is very interesting (the possibility of being able to watch movies, photos or music stored on the mobile phone, tablet or PC on their television). For their part, 16% see the idea of ​​making video calls using applications such as Skype as attractive.

15% say they are very interested in their equipment being controlled using touch, voice and gestures. Thus, with a wave of your hand you would change the channel or find the program you want to watch just by asking.

12%, on the other hand, would like an application for their smartphone or tablet that allows them to schedule the recording of programs on their home television. And finally, 11% say a service that recommends items and products based on the television programs and movies they are watching at that moment is very important.