Background In 2013, the sales volume of smart TVs nationwide was close to 20 million, and this number rose to 25 million in 2014. The sales volume of smart TVs will reach 30 million next year. As smart TVs continue to become more popular, more audiences are returning to TV media, and the audience and advertising value of smart TV media are constantly increasing. On August 26, 2014, Nielsen Netcom, an authoritative third-party media monitoring and research organization in China, and VisionMedia, a comprehensive smart TV advertising service provider, officially released the "Research Report on the Viewing Behavior of Chinese Smart TV Users and the Value of OTT Advertising" (hereinafter referred to as the "Research Report"). The research report comprehensively analyzed the log data of 11 million smart TV terminal users in China. Research shows that: 1. The number of smart TV users is showing a growing trend, and users are mainly distributed in more developed areas; 2. Smart TV users show high user stickiness in their behavior, and mainly tend to perform operations such as video on demand; 3. Smart TVs are turned on frequently, and the advertising value scale is relatively high. The average daily usage time of smart TV users is 4.58 hours, which is 1.8 times that of smartphones. Compared with digital set-top boxes, the usage time of smart TVs is not much different. The reason why it is slightly shorter than that of set-top boxes is that the usage behavior of smart TV users is more fragmented. |
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