A RECENT NIELSEN STUDY has revealed that internet protocol television (IPTV) adoption is growing rapidly.
IPTV lets viewers directly connect to video streamed from the web through their televisions. As of February 2011, only 4.7 percent of US homes had a smart TVs. That number has more than doubled to 10.4 percent in February 2012.
"It's not a decline; it is a change in device," said Pat McDonough Nielsen's SVP for Insights Analysis and Policy. "We are still on the internet when we are watching television but we are using this different device to do it. People are talking about computer use going down. Perhaps the device is changing but the pattern of media consumption is not changing."
The data also showed that the use of the internet feature in IPTV-enabled homes has also jumped in the last year. In October 2011, only two percent of households had the internet function enabled through their IPTV. As of February 2012, the number rose to five percent in internet-enabled homes.
It is interesting that such a small percentage of households are hooked up to the internet through IPTVs. However, it may not be as surprising considering Blu-ray players and video game consoles also allow access to the internet on televisions.
"About a third of consumers are hooking them up," said McDonough. "It's not that we are not interested; we already have internet on [television sets]. Think about it, you're getting it through your Blu-ray player. Half of us have video games attached to those sets. Many of them are on our wireless networks already." µ
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