People in markets such as China, Brazil and India better exploit the opportunities offered by web-connected television, compared to countries such as the UK, US and Germany. This is according to research carried out across thirteen countries by GfK’s consumer research experts. The study found that western consumers are stuck in an ‘analogue’ mindset, whereas viewers in emerging markets are more likely to embrace the digital capabilities of Connected TV.

GfK research shows that a far higher proportion of Chinese, Korean and Indian consumers have used the functionalities of Smart TV in the past months, compared to those in Western markets.

 Connected TV usage: China 44% S. Korea 18% India 17% Brazil 14% Turkey 13% UK 11% USA 11% Mexico 11% Spain 8% Germany 8% Belgium 6% Russia 5% Netherlands 5%


GfK’s findings show that ‘Social TV’ has yet to fully take-off. Globally, just 28% of viewers said that they found programmes that they can interact with to be more interesting to watch. And just 25% thought that tweeting and commenting on programmes ‘enhances the viewing experience’.

Viewers in countries such as China, Brazil and India are more motivated by programmes they can interact with than those in markets such as the UK, US and Germany[1].

Richard Preedy, at GfK, said: “Our findings suggest that broadcasters need to integrate their social elements far more engagingly into the fabric of the programme, in order to entice the viewer’s interaction.”

Across all markets, the ability to connect to the internet is less important than price, screen size and display technology, when buying a new TV. But the West is more indifferent than the emerging markets, with only 26% of UK and 29% of US consumers saying they look out for a net enabled set, compared to 61% in India and 64% in China.


By continuing to use the site, you agree to the use of cookies. more information

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.