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Number of consumers planning to purchase a smart TV nearly doubles in 2011

Parks Associates reports one-fourth of U.S. broadband households intend to purchase an Internet-connectable CE device in 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.

The firm's 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.

“Advertising campaigns from manufacturers such as Sony, Samsung, and VIZIO have boosted consumer awareness and interest, making connectivity a must-have feature for new CE products," said Tricia Parks, CEO, Parks Associates. "Younger consumers especially want the extra benefits on their new TVs of going to the web for social networking and on-demand video or subscription entertainment options.”

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.

Importance of Internet connectivity for connected CE

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,” Parks said. "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.'”

Parks Associates’ Consumer Decision Process: Summer Update surveyed 2,500 U.S. broadband heads-of-household in August 2011. The research measured first-half 2011 CE purchases as well as second-half 2011 CE purchase intentions for multiple products, including PCs, tablets, connected e-readers, Blu-ray players, and game consoles. The survey also tracks product lifecycle (length of product ownership before replacement), market share by brand, brand loyalty, and brand image.

Parks Associates analysts will discuss the impact of connectivity on CE and services this week at Broadband World Forum and at CONNECTIONS™ Europe, November 8-9, in Amsterdam. For more information about these events or Consumer Decision Process: Summer Update and scheduled tracking services, visit,, or contact 972-490-1113,

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