The majority of consumers say a smooth user interface and support for their favorite streaming apps are top priorities when it comes to their future smart television purchases, according to the findings of a new study.
The survey, previewed last week by Parks Associates ahead of a workshop scheduled for mid-November, finds around one-third of consumers are planning to buy a new smart TV within the next six months.
Around 53 percent of those surveyed said they find it easier to manage the streaming apps they want from a single ecosystem, such as Roku, Amazon’s Fire TV, Samsung’s Tizen OS or LG’s WebOS.
“Customers are looking for an interface that is fast and easy to navigate but can also provide an expansive experience compatible across multiple devices and apps, especially AVOD (advertising-supported video on-demand) services,” said Mindi Sue Sternblitz-Rubenstein, the Vice President of Marketing at Parks Associates.
Among the features that future smart TV shoppers want are a smooth user interface (nearly 70 percent), support for streaming apps (more than 60 percent), guaranteed software updates for at least five years (nearly 60 percent), complementary access to a premium streaming service for at least a year, and good technical support service.
The study is expected to be discussed in more depth at Parks Associates’ “Future of Video” conference in November.
