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


New mobile devices are changing the habits of television viewers, according to an online study by the market research institute GfK 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. In addition, 40% consider that being able to tweet or include comments online undoubtedly improves their television experience.

As for the reason for buying 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 very frequently, since a 78% see 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 Internet users interviewed have a television, 81% with a flat screen and 60% with HD (High definition: High Definition).

The price and the size of the screen the most valued in the purchase

When asked about what they are looking for when selecting a television, the most frequently mentioned feature is price (81%), followed by screen size (78%), 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, followed closely by LG (44%).

Having a simple connection like USB stands out among other connectivity alternatives (67%). In the purchase decision, Internet access is placed below the possibility of sharing or viewing content from 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 stated that they had a connection to the local network, and yet a third of them (35%) had never connected their television to one. In the same way, 57% of those surveyed believe that the configuration and management of their television is difficult and 63% declare themselves unable to use all its features.


What is expected of televisions in the future?

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

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

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

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By • 9 Oct, 2012
• Section: IP, Business, Mobile TV