Survey: Consumers Impressed by 3.0 Features

Nationwide SmithGeiger research finds next-generation ATSC 3.0 features increase consumer spending on, and accelerate purchase of, smart TVs.

Results of a nationwide SmithGeiger consumer survey conducted on ATSC 3.0 features, point to a “significant increases in willingness” by consumers to spend more on a smart TV and buy one sooner.

According to the international market and research firm’s online survey of 1,201 broadband subscribers, Verance Aspect-enabled  3.0 features compel respondents  to spend $205 more than they originally planned on a smart TV, with purchase intent over the next 12 months increasing to 74% (up 19 points from their original baseline).

The 3.0 features that provide a greater level of control, convenience or personalization, include:

  • Watching favorite shows in high-resolution and immersive audio.
  • Being able to start programs at the beginning even after they have already started.
  • Advanced emergency alerts based on location.
  • Personalized on-screen guide with recommendations.
  • On-screen search of VOD, streaming services and over-the-air TV.
  • Fast-forward or rewind to any scene on any show or sporting event.
  • Zoom in and choose camera angles when watching sports.
  • Custom home screens based on viewer preferences.
  • Alerts when favorite shows, sporting events or weather reports are airing.

 “This survey verifies unequivocally that viewers, broadcasters and TV manufacturers stand to benefit greatly from the next-generation TV standard,” said Seth Geiger, SmithGeiger president/co-founder, who directed the project. “The willingness of consumers to pay a higher purchase price and expedite their near-term purchase windows for internet-connected televisions in exchange for new features is among the most compelling evidence yet of the value of ATSC 3.0. These findings clearly affirm the working hypotheses of the Advanced Television Systems Committee that have driven the on-air tests by Fox; WVIT Hartford, Conn.; Univision and the Pearl TV alliance.”  

Of those surveyed, 55% initially indicate they plan to buy a smart TV in the next 12 months and spend an average of $950 on a 52-inch screen. Once exposed to the ATSC 3.0 features, however, their likelihood of purchasing a 52-inch smart TV with these features rises 19% to 74% — and their willingness to spend increases $205 to an average price of $1,155 with no change in screen size.

Among those who do not currently own a smart TV, after hearing about the features these consumers said they are 26% more likely to make a purchase. And, significantly, 45% of respondents initially expressing no intent of buying a smart TV in the next 12 months now say they would be likely to purchase one after seeing the next-generation features of 3.0.

BRAND CONNECTIONS

SmithGeiger conducted the survey from April 5-7, 2017, among respondents across the U.S. with an average age of 41.3; half of them have annual incomes of $50,000-99,000, with the remaining 23% earning $30,000-49,000, 19% at $100,000-149,000 and 8% exceeding $150,000. 

SmithGeiger provides ongoing service for many of the most recognized companies in media, entertainment, consumer technology and digital platforms, including 100-plus television stations and virtually all of the biggest names in broadcast, cable and satellite. The firm helped launch successive digital platforms from satellite TV, to DVRs, to mobile e-commerce and to social media.

Verance provides solutions that enhance, measure, and protect content. The motion picture industry implemented Verance content protection solution as part of the Blu-ray Disc standard used by the major studios and all Blu-ray device manufacturers. The television industry selected the Verance content measurement and enhancement solution as part of the next generation TV standard, ATSC 3.0, enabling measurable, personalized and interactive television at scale.


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