NPD: A Third of Consumers Aware of Chromecast3 Dec, 2013 By: Erik Gruenwedel
Google’s streaming media player making inroads against Roku and Apple TV
One-in-three consumers is aware of Google Chromecast, the $35 USB-powered device bowed in July that streams content from phones, tablets and laptops to any TV with an HDMI connection, according to The NPD Group.
Google is the latest CE manufacturer to enter the streaming media device market heretofore dominated by Apple TV and Roku, who represent a combined 78% share of all streaming media players installed in consumers’ homes.
Google has been the primary source of consumer awareness, with 41% of consumers in a survey of 1,079 respondents in November saying they learned about it on search behemoth’s website. Online ads and word of mouth also contributed to the heightened awareness, according to NPD.
Retail, however, has not yet become a strong influencer, with only 11% of consumers saying they became aware of the product and service either in-store or on a retailer’s website. Among those consumers who are aware of Chromecast, 48% said they are extremely, very, or somewhat likely to use it.
Notably, the device’s low price and alleged simplicity are driving more interest than the core value proposition of delivering apps to the TV, according to NPD. Affordability is the number one reason cited for interest in using Chromecast by nearly half of consumers, followed closely by being easy to set up/use (42%) and delivering apps onto TV (32%).
“Chromecast’s affordability and ease of use are certainly good selling points, especially for impulse purchases, said John Buffone, director, devices, with The NPD Group. “Filling retail discovery gaps and continuing this early marketing blitz will ensure Chromecast stays front and center in consumers’ minds. Promoting new app releases, such as HBO Go, Pandora, and Hulu Plus will also help sustain the buzz and generate usage.”