Not surprisingly, Smart TV manufacturers need more intelligent marketing, according to a survey by Analysys Mason. Could it be that many consumers don't know how to hook up their Smart HDTV to their in the house network? Less than half of consumers who own a TV that come with applications to stream content from the web have connected their TV to the Internet. It's unclear how much monetization TV manufacturers hope to make off "smart TV's", probably in the form of applications, but less than half of their audience hooking up doesn't bode well. With tablets projected to outsell all PC (desktop and notebooks) by 2015, the appetite to purchase an applications for a TV seems sketchy. (note, smart phones outsold all PC's in 2012).
Some cable providers are also considering putting applications into their STB's, putting more pressure to use applications on Smart TV's, particularly since the STB's would most likely be connected to the internet without and extra connection.