March 15th, 2009
Do consumers want widgets on their HDTVs? Survey says definitely maybe.
TV manufacturers seem to think this is the year of the widget, as many are prepping sets with network connections to run small streaming apps that display around the perimeter of the screen. Of course, the big question is: Will consumers actually purchase these sets, especially if they’re priced higher than non-widgetized models?
According to a new survey of U.S. households with broadband access by research firm Parks Associates, the signs are fairly encouraging. A third of respondents said they would be interested in buying a widget-enabled TV, even if they had to pay extra for it, while slightly more said they would buy a set-top box that serves up widgets. But, not surprisingly, consumers are even more interested in their home theater equipment being able to stream video and movies from online services. In fact, nearly 50 percent of respondents said they’d purchase a set-top box that streams videos.
That should give companies like Samsung and Toshiba confidence in releasing their planned widgetized set-top boxes later this year. It also suggests that cable companies should consider moving quickly to capitalize on consumer demand for more than just their on-demand offerings by rolling out new connected set-top boxes. Of course, too much shouldn’t be read into the survey, as saying you’re interested in a new device doesn’t mean you’ll race out and buy it, especially in this economy. Still, consumers are showing some warmth toward the idea of using their TVs to access the Internet in one form or another.
Perhaps the most interesting finding is that respondents definitely were more interested in a widget set-top box than a widget TV. Why do you think there’s that discrepancy? Which would you prefer? Are you even interested in having widgets on your set. Let us know in our TalkBack section.
Sean Portnoy spent several years as an editor at Computer Shopper magazine, most recently serving as online executive editor. See his full profile and disclosure of his industry affiliations.
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