Connected TV Viewing to Displace Online

New research conducted for FourthWall Media reveals that consumers are ready for their TV to do more, resulting in less reliance on their computers. TV viewers indicate resounding interest in using their standard remote to submit “MasterChef” votes, check personalised financial, weather and fantasy sports information, and keep tabs on their eBay bids.

Viewers spend vastly more leisure time in front of their televisions than their computer screens, and they want one-click engagement with their favorite programs, movies, and even commercials. Apps that deliver immersive experiences and increased convenience to satisfy this consumer appetite are the next killer apps.

At Cannes Lions last month, Google’s VP of Global Media Platforms, Henrique de Castro confirmed that on average, we spend 18 hours a week online, compared with 26 hours a week watching TV  in our living rooms. Which may explain why this week, YouTube launched its ‘Leanback‘ service in light of this shift.

Key highlights of the FourthWall Media survey include:

Nearly 90 percent of TV watchers are interested in using interactive television applications.

Three times as many respondents would prefer to use their remote over another device to cast a vote on reality shows like “MasterChef.”

Over 70% of respondents indicated that they would be more interested in watching commercials if they were interactive.

Nearly a third of respondents indicated they would spend less time on their computers if interactive television applications were available to them.

The complete report can be viewed at FourthWall Media