A Rovi Study on connected TV advertising, owners, and device usage in the UK found that owners of connected TVs now represent “a far more balanced range of age groups with a decrease in 25-34 year olds and an increase in older viewers,” the study said.
In Q1 2003, 49% of respondents in households that own connected TVs said they use the connected platform once a week or more – a 10% increase over the previous quarter. Some 84% indicated that connected functions are accessed by more than one user in the home – an increase of 23%.
Awareness of advertising on connected TV platforms continues to increase with 55% of respondents in Q1 2013 claiming they have noticed advertising – an increase of 14% from Q4 2012, according to Rovi. In addition, 10% claimed to have also clicked on the advertising, an increase of 8% since last quarter. I find this interesting as I rarely even click on ads on this site!
Connected TV owners were also found to be heavy device users, with 93% of those that also own a tablet indicating they use it as a second screen while watching TV.
For those of us in the US, how many actually use their connected TV?