Smart TV may be the biggest thing in 2013. 1,568 people of all ages took part in Morgan Stanley and AlphaWise survey.
Survey shows that Smart TV owners actually spend less time accessing internet than the ones who do not own Smart TV. This is quite telling. It suggests that Smart TVs are not very user friendly and if software side were improved and made more intuitive, more people would be using it.
We have reported that Apple is intensely looking into making their own Apple TV sets. Their supply chain is already involved with testing few models. Indicators suggest that Apple has a real chance in disrupting the TV market the same way they did the phone market with their iPhones. Samsung would be their biggest competitor as the world’s biggest TV maker and I am sure Apple has no qualms about it.
Poll results suggest that young people would be most likely to pay premium for a quality smart TV. While 36 percent of respondents say they’d be ‘somewhat interested’, 11 percent say they’d be ‘extremely interested’ in Apple iTV. That is potentially 56 million iTV units sold. Actually when participants were asked whether they’d replace only one, most or all TVs in the household, 14 percent said they’d scrap them all.
46 percent of people asked will be willing to pay over $1000 (and they will), while 10 percent are ok with $2000 price tag. Average price for a TV set today is $884. 20 percent premium people are willing to pay will project the retail price of new iTV to be $1,060. Heck, let’s make it $1099.
So, what demographics are best suited for such premium TV? 32 percent of participants of 18 to 29 years old would go for new iTV.
18 percent of homes have a smart TV, but we know they rarely access internet using these TV sets. What would Apple have to bring to table to make iTV more attractive? Most people would like a higher resolution screen, but easy to use is also important, especially when it comes to accessing content. Apple will no doubt focus on operating system and intuitiveness of the user experience and as we’ve come to know Apple’s products, iTV too will be a winner.
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