One-fourth of U.S. broadband households intend to purchase an Internet-connectable CE device in 2011

by Parks Associates | Sep. 29, 2011

The number of U.S. consumers planning to purchase a smart TV has nearly doubled in less than a year, according to new consumer research from Parks Associates. Parks Associates' Consumer Decision Process: Summer Update reports more than 10% of broadband households plan to purchase a smart TV in the second half of 2011, up from 6% in the first half. These households, representing 50% of the nearly one-fourth of U.S. broadband households planning to purchase a flat-panel TV, anticipate an average cost of $1,000 for the smart TV, defined as an HDTV with built-in Internet access capability.

Consumers show strong preferences for entertainment and social networking options on connected CE devices such as Blu-ray players, game consoles, and smart TVs. Preferred features include the ability to stream and download movies and TV shows as well as access to Facebook and online music.

The survey also shows 19% of broadband households intend to purchase a tablet in the second half of 2011. Among tablet intenders, men are more likely than women to purchase 3G tablets and buy 3G data plans for their new devices. Apple is the preferred brand by far, capturing over 40% of planned tablet purchases for the rest of 2011. Apple is reaping the benefit of being first to a very young marketplace, but it also has a very strong reputation in consumers' minds, with over 70% of consumers familiar with the brand rating Apple as 'innovative' and 'cool,' although considerably fewer rate it as 'affordable.'



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