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Brits love BBC iPlayer, and video on demand; don’t care for TV apps or 3D

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Photo: Freeview

So much for TV apps and Smart TVs being the wave of the future. According to a recent survey of 2,000 UK TV viewers, conducted by Freeview, Brits prefer video on demand TV features the most, and aren’t too enthused about apps or even 3D.

TV disruption predicted

The last few years have seen both the mobile phone and computing industry get severely disrupted, thanks to the triumph of smartphones and tablets. Many have predicted that the relatively stagnant TV industry is up next, with so-called Smart TVs, or televisions that offer tablet/smartphone-like apps, leading the way. This notion has become even stronger given whispers of trend setter Apple developing a Smart TV of its own. However, a recent survey done by Freeview and reported by the Guardian indicates that viewers aren’t too interested in TV apps and would prefer evolution over revolution.

Apps came in last

The survey itself asked 2,000 UK respondents to pick 3 technologies out of 8 new upcoming TV technologies that most appealed to them. Surprisingly, smartphone/tablet-esque TV apps were among the least desired with only 6% of those questioned saying that the technology appealed to them. In fact, the TV app technology came in dead last, behind even remote recording, which 25% of people were interested in.

Video on demand on top

On the other hand, VoD services came in on top. 62% of those questioned said the BBC’s ubiquitous iPlayer on demand service appealed to them, whilst a similarly large amount were also enthused about video on demand services in general. In third place, 51% of those surveyed were intrigued by an advanced electronic programme guide that would let them replay shows that had already played (sort of like a DVR, except also for shows that you didn’t record).

Freeview-uk-tv-technology-survey

Photo: Freeview

3D not appealing either

Home networking was also a highly appealing feature, with 41% preferring the technology. 3D, however, and this is a major revelation, appealed to only 19% of those questioned, whilst mobile TV appealed to a likewise low percentage (12%) of people. Seeing as 3D TVs have been available for so long, and was once marketed as the revolutionary successor to HD TV, it’s certainly interesting to see how unappealing the technology still is to people. According to Freeview, 3D continues to face the same obstacles it always has, including high prices, a lack of content (although Freeview will be showing the Olympics in 3D for free) and, finally, those pesky 3D glasses.

Live TV viewing most common

The survey also noted that an estimated 88.9% of people watch live TV and that this isn’t expected to change drastically, although the number will fall to 78% by 2015. In other words, despite the enthusiasm for video on demand, the majority continue to view ordinary programmes live. This plays into Freeview’s eventual conclusion that broadband integration, as well as so-called smart TV features, such as apps, just aren’t important for the average television viewer. Instead they predict that the future of TV lies with evolution (such as the advanced electronic programme guide mentioned earlier) and not revolution like Google TV. It also agrees with other UK surveys that show Brits aren’t too enthused about Smart TV.

Don’t count out Smart TVs

The study is very interesting, but at the same time it’s premature to dismiss Smart TVs and Smart features as unwanted by the public. To begin with, Microsoft’s Xbox Live is in many ways a Smart TV platform and it continues to see tremendous growth, with more and more people using its non-gaming features as well. For another, whilst consumers might not want to play Angry Birds on their telly, we imagine well integrated voice controls, like Siri, would definitely be a welcome development. Finally, we all know that when Apple releases a product interest automatically surges and much more than 6% of people would be interested in TV apps if they came from an Apple Siri controlled iTV.


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