The results of a US nationwide SmithGeiger consumer survey conducted on the Advanced Television Systems Committee’s new ATSC 3.0 features demonstrate significant increases in willingness to spend more on a smart TV and accelerate purchase windows.
According to the international market and research firm’s online survey of 1,201 broadband subscribers, these Aspect-enabled ATSC 3.0 features compel respondents to spend $205 more than they originally planned on a smart TV, with purchase intent over the next 12 months increasing to 74% (up 19 points from their original baseline).
ATSC 3.0 has features including providing a greater level of control, convenience or personalization, and include:
- Being able to start programmes at the beginning even after they have already started;
- Zoom in and choose camera angles when watching sports;
- Custom home screens based on viewer preferences;
“This survey verifies unequivocally that viewers, broadcasters and TV manufacturers stand to benefit greatly from the next-generation TV standard,” said SmithGeiger President/Co-Founder Seth Geiger, who directed the project. “The willingness of consumers to pay a higher purchase price and expedite their near-term purchase windows for internet-connected televisions in exchange for new features is among the most compelling evidence yet of the value of ATSC 3.0. These findings clearly affirm the working hypotheses of the Advanced Television Systems Committee that have driven the on-air tests by Fox, NBC Connecticut / WVIT, Univision and the Pearl TV alliance.”
Of those surveyed, 55% initially indicate they plan to buy a smart TV in the next 12 months and spend an average of $950 on a 52″ screen. Once exposed to the ATSC 3.0 features, however, their likelihood of purchasing a 52″ smart TV with these features rises 19% to 74% – and their willingness to spend increases $205 to an average price of $1,155 with no change in screen size.
Among those who do not currently own a smart TV, after hearing about the features these consumers indicate they are 26% more likely to make a purchase. Significantly, 45% of respondents initially expressing no intent of buying a smart TV in the next 12 months now indicate they would be likely to purchase one after seeing the next-generation features of ATSC 3.0.
SmithGeiger conducted the survey from April 5-7, 2017, among respondents across the U.S. with an average age of 41.3; half of them have annual incomes of $50,000-99,000, with the remaining 23% earning $30,000-49,000, 19% at $100,000-149,000 and 8% exceeding $150,000.
Analyst Comment
See our article in this issue for more. (ATSC 3.0 Conference Optimistic On Next Generation Television) BR
