Over two thirds of US Smart TV owners use apps regularly

A new report by Parks Associates shows that almost 80% of US Smart TV owners regularly use apps on their devices.

The research firm predicts that Smart TV penetration will reach up to 25% of all US households this coming year, though is still behind smartphone penetration, which currently sits at 60%.

The report predicts that approximately 43% of Smart TV owners regularly use an app to watch online video, and that 45% frequent gaming apps.

The news demonstrates the increasing adoption of connected television into the US market, contrasting to the UK market in which Smart TVs are still struggling to take off.

A study by The NPD Group recently showed that connected TV owners in the UK are still not using them to their full capabilities – they use their devices to watch TV and not much else, despite having access to a number of social network and online video sites.

Heather Way, Senior Research Analyst at Parks Associates has noted how TV manufacturers such as Samsung and LG are focusing on Smart TV platforms and already have unique app developer programmes that control app distribution and monetisation.

“The use cases for TV apps are different than smartphones and tablets,” said Way. “TV viewing is a lean-back, shared experience, with apps as access points to complementary content, whereas smartphone app use is more personalised.

“Apps will alter the TV-viewing experience by opening new avenues to discover content and also serve as means for content owners to push premium content to households.”