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More Web-to-TV Connections

March 12, 2010 | Author: Ibex Marketing

My friend and colleague Peter Putman calls the new network-ready HDTVs “NeTVs” which I think is an apt name. It eliminates the need for another set top box or even a desktop computer parked next to the screen, but there are plenty of people who are happy to use such extra hardware. A new study by the Leichtman Research Group indicates that 24% of all households have a TV that is connected to the Internet somehow. That’s not just those household with broadband; that’s out of all the U.S. households.

Now, people are still learning about using those connections, with only one in 100 watching content from the Internet on the TV every day. On the other hand, more than half of the Netflix subscribers reported that they had use the streaming “Watch Instantly” service at least once in the past month. (1% reported using it every day.)

The largest segment of the survey group that watch Internet content on a TV were men in the 18 to 34 year old range. 16% of them watched Internet content on their TV at least once a week, compared with only about 3% for the total group. One reason for this high number may be that 20% of the households had a video game console connected to the Internet. This is a fact that is likely to be of great interest for marketing experts, who want nothing better than to be able to target their advertising message to men in this important age group.