Set-Tops More Popular than Connected TVs ... for Now

The Internet is most likely to debut in the American living room via a set-top box that is streaming rented content, says a nationwide survey of 3,600-plus consumer electronics retail sales associates conducted by Creative Channel Services (www.creativechannel.c...

The Internet is most likely to debut in the American living room via a set-top box that is streaming rented content, says a nationwide survey of 3,600-plus consumer electronics retail sales associates conducted by Creative Channel Services (www.creativechannel.com).

The survey collected responses from store-level associates at national, regional and local retailers of consumer electronics products. It indicates that nearly 80% of respondents described themselves as familiar to very familiar with connected TV and that more than 45% felt that consumers will prefer to invest approximately $250 in a set-top box over a new Internet-enabled TV, Blu-ray player or home theater system.

Though connected TV enjoys a high profile at the moment, more than half of the respondents felt consumers wouldn't look to replace their cable and satellite TV services with it for at least another five years (53%). However, the responding retail professionals personally felt that connected TV technology could replace cable and satellite services sooner, with 28% seeing the shift taking hold in three years, and 22% seeing it happening as early as two years.
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