Parks: Consumer Adoption of Smart-TVs Rose to 56% During Pandemic

The pandemic has been a boon for connected consumer electronics. New data from Parks Associations finds that among the most commonly adopted CE device categories, smart-TVs and smart speakers/displays showed significant growth during the COVID-19 pandemic. Smart-TVs reached 56% while smart-speakers/displays reached 53%.

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Citing recent announcements by Amazon and Comcast regarding branded smart TVs, Paul Erickson, senior analyst at Parks, says TVs are now consumers’ most common video centerpiece in the home, and technology powerhouses are vying to own this point of entertainment aggregation — and the data that goes with it — by controlling the platform itself.

“The competition now is not just about providing access to entertainment, it’s also about adding increasing value to the platform through features such as voice assistants, smart home integration, and better user experiences,” Erickson said in a statement. “Smart TVs are now seen as a key anchor device for ecosystem penetration into today’s broadband households.”

Parks contends that purchase intentions were elevated at the beginning of the year for a variety of entertainment and productivity devices due to increased time spent at home.

Indeed, first-quarter purchase intentions are often low due to seasonality. However, the pandemic grew consumers’ perceived value of connected entertainment devices, generating growth in future purchase intentions for all product categories related to connected home entertainment.

“Consumer electronics device manufacturers are best served by product strategies accounting for consumers’ increased use of devices at home for work and streaming entertainment purposes,” Erickson said. “While mobility remains important, consumers now see renewed value in at-home work and lifestyle use cases.”

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