Consumers have taken a liking not only to the classic, linear TV program, but also to the wide range of content available on TV from the Internet. Smart TV are therefore particularly in demand. This is confirmed by a study conducted by the market research institute GfK on behalf of ZVEI. In a representative survey in Germany conducted in September 2017, a total of 2,005 people aged 14 and older were surveyed online.
For 50 percent of those surveyed, the Internet capability of the TV is an important to very important purchase criterion, for the millennials it is almost 60 percent. Two thirds of smart TV users say they are more flexible in their choice today - both in terms of content and time. They particularly appreciate the fact that they no longer have to depend on broadcasting times.
"Attractive streaming contents, whether video-on-demand or media libraries of the television stations, have led to a renaissance of television," says Kai Hillebrandt, chairman of the ZVEI Consumer Electronics division. "Our study shows that television is the medium of choice when it comes to high-quality content - even among the young target group and despite the large number of new, portable terminal devices.
Video-on-demand offers have become established, especially among the so-called millennials. For them, the non-linear offer is just as important as the classic TV program. Today, already one in two of the 14 to 35 year-olds pays for online content. And it is mainly watched on TV. Offers from video portals on the other hand, are consumed significantly more often on mobile devices. This applies to 77 percent of respondents overall and to 90 percent of the millennials.
Now, Smartphones and tablets are also an addition to the TV device - whether as a second screen or to transfer your own content such as photos or videos to the large screen. In total, 30 percent of those surveyed said they use their smartphones for such purposes. In the Millennials even 45 percent.