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In China, Online Content Drives Smart-TV Adoption

Four in 10 TVs shipped in Q2 2012 were web-enabled

November 6, 2012 | Media & Entertainment

The rise in adoption of web-enabled TVs reflects ongoing changes in the way viewers access content. No longer limited to the shows and schedules of broadcasters, consumers are taking full advantage of the wealth of content available online. And smart TVs appear to be making inroads in serving as the access point for all of this material.

The trend of connected-TV adoption has been most pronounced in places like China—where online content is readily available, but where structured services have not yet arisen to take advantage of the demand for it. Market research firm NPD in its October 2012 DisplaySearch “Quarterly Smart TV Shipment and Forecast Report” found that 40% of the televisions that shipped in China in Q2 2012 were connected. That was an increase from 26% of televisions shipped in Q2 2011.

Connected TV Shipments in China, 2011 & 2012 (% of total)

The trend in China has also followed a wider global trend, with worldwide shipments of smart TVs expected to hit 43 million in 2012 and grow to 95 million in 2016. The one exception to this tendency is in North America, where penetration of smart TVs has held steady at around 20%, the lowest of any geographic area.

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Check out today’s other articles, “In Swing States, a CPM Windfall” and “Consumers Expect Effectiveness From In-Store Mobile Offerings.”



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