Manufacturers and retailers need to focus less on connected-TV innovation and...
Manufacturers and retailers need to focus less on connected-TV innovation and more on “simplification of the user experience and messaging” to drive new behaviors in TV usage, said John Buffone, director of devices in NPD’s Connected Intelligence group, in a…
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blog post. “Too much choice is creating a complex user experience,” Buffone said, citing the half dozen devices bringing the Internet to the TV including video game consoles, Blu-ray players, streaming media set-top boxes, digital video recorders, advanced AV receivers and the TV itself. Only 15 percent of flat-panel TVs are connected directly to the Internet, but the percentage nearly doubles to 29 percent as a result of connected devices, he said. Two connected eco-systems on the same TV screen is “leading to a confused user-experience as consumers have more than one way of accessing their favorite TV apps,” he said. “Content throwing” from a smartphone, tablet or an Xbox 360 is confusing the picture further for consumers, he said. “It’s no wonder that most connected consumers are currently stopping short of exploring options beyond video,” he said, noting that the connected TV has so far “failed to break beyond the bounds of its TV-centric heritage.” The TV is, however, being used to enable a variety of alternative sources for video content, he said, saying 60 percent of connected TV owners are accessing OTT video services via a TV.