Buying Through the TV: Revenue for Video Service Provider

Parks Associates latest research T-Commerce: Buying Through the TV, explores the potential of T-commerce, or buying goods and services through the television, to generate additional revenues for video services providers and be an effective means of brand advertising and sales.

The most appealing method of purchasing goods through a TV is to use a smartphone app linked to the TV.

Consumers are already accustomed to making purchases through their smartphones.? It therefore is unsurprising to see that integrating T-commerce with smartphone apps is much more appealing than purchasing items directly through the TV set.

Payment preferences indicate consumers are divided on whether to store their payment information directly with the T-commerce providing entity.

Remote control-based UX is poor for many remotes. Voice-control- integrated remotes are a major step forward in usability, but rank third in preference.

T-commerce applications will likely need a #smartphone option to complete purchases for those more comfortable with that path.

In addition, those streaming online video with an Apple TV or with a smart TV with an Android TV or Google TV operating system are particularly interested in T-commerce.

Apple TV owners tend to have higher incomes than users of other CTV solutions. Those using a #TV with an Android TV or Google TV platform may be using a TV from any number of OEMs, including Sony, Sharp, Philips, TCL, Hisense Group, and others. It also is 4th in market share for TV operating systems, behind Samsung’s Tizen , LG Web OS, and VIZIO Smartcast. So while they make up a smaller group, these TV owners may be good targets for initial T-commerce concepts.

The NEW study assesses consumer openness to T-commerce offerings, including the types of products and services most likely to generate sales. It explores preferred T-commerce providers, user interfaces, and payment methods, and identifies top barriers to T-commerce activity.

Need research? We can help! Contact [email protected],?Jason Paris,?Megan Holland, M.Ed.?or call 972-490-1113.

Parks Associates helps companies navigate the changing consumer technology landscapes through data-driven market insights, extensive consumer and industry intelligence, and trailblazing conferences. To see more from Parks Associates, click here.