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Study: Connected-TV Owners Are Regular App Users

4 Apr, 2013 By: Chris Tribbey

Four out of five connected-TV owners use applications on a regular basis, with 43% using apps to watch video, and 45% using apps to play games, according to a new report.

App developers are targeting connected TVs more and more, after initially focusing on smartphones and tablets, according to Heather Way, senior research analyst for Parks Associates, which conducted the survey.

“Seventy-nine percent of smart-TV owners are regular app users, but the use cases for TV apps are different than smartphones and tablets,” she said. “TV viewing is a lean-back, shared experience, with apps as access points to complementary content, whereas smartphone app use is more personalized. Apps will alter the TV viewing experience by opening new avenues to discover content and also serve as a means for content owners to push premium content to households.”

Smartphones have the highest penetration rate of all app platforms, with 60% of U.S. broadband households owning at least one smartphone, Way said, but connected TVs are coming on strong, with one out of four American homes expected to own one by the end of 2013.

“App developers are focusing on the smart-TV platform for new apps, and TV manufacturers such as Samsung and LG already have their own app developer programs, which control app distribution and monetization,” Way said.

About the Author: Chris Tribbey

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