New research from GfK NOP has revealed a massive market for web-based television services in the UK, with one in three broadband users claiming to be interested in the technology.
Almost one in three (32%) of UK broadband users state that they would be interested in a library of downloadable TV programming and films.
This interest has its limits, however, with consumers eager to adopt web TV only if the price is right. The consensus amongst UK broadband users is that they “would not pay more than £25 per month” for a subscription-based service.
In addition to concerns over price, usability is of vital importance to public adoption, the research claims, with providers required to “make a complicated technology extremely easy to use in order to encourage take-up beyond the early adopters.”
GfK NOP states that the marketing of new web TV services must also be carefully positioned, with consumers wanting a focus on content, rather than delivery. In short, the research states, “users need to know what they are getting, not how they are getting it.”
Explaining the findings, Niall Rae of GfK NOP, said: “Our research undoubtedly points to good demand for broadband TV, so the outlook for providers in this area is extremely positive. It is key, however, that pricing, usability and marketing strategies are at the centre of this emerging market in order to ensure that it doesn’t become yet another over-hyped technology which fails to reach its potential.”
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