Smart TV viewing experience is fundamental

A few days ago, many manufacturers launched the rescue television campaign, and the operation of complex smart TVs was abandoned by the market. Consumers are calling for a better viewing experience that is the basis of smart TVs.

The launch of the TV rescue campaign by manufacturers has brought more and more serious impact on TV. A few days ago, many TV manufacturers proposed the slogan of “save the smart TV” and hoped that consumers would be able to pull back to TV before 2013. In fact, since 2011, major TV brands have launched smart TVs, and in the past 2012, they started the application development war, constantly expanding voice resources for functional resources, multi-screen interaction, somatosensory games, video calls, etc., so that consumers are overwhelmed. .

Such "redemption" is related to the status of color TV. In recent years, television, once one of the "three majors," has been placed in the center of the living room, but it is no longer the core of the family. People still watch the same programs, but more often through mobile phones, computers, and Pads. Television is becoming a dispensable "companion medium."

Data show that the operating rate of TVs in Beijing in 2012 has dropped to 30%, and this proportion is still 70% in 2009. At the same time, the age structure of TV viewers has also begun to “age”, and consumers over the age of 40 have become mainstream television viewers. The same is true for the US market. The Nielsen data shows that people aged between 25 and 34 watch TV for a period of 4.5 hours a week, which is equivalent to a 9-minute reduction.

Smart TV fancy apps have been abandoned Since the rescue campaign began in 2011, color TV makers have frequently resorted to tricks that have attracted many consumers. Many users have returned to their homes with smart phones. However, in actual use, many users report that the operation is too complicated. The reporter discovered on Weibo that there are bloggers who ridicule and the smart TV itself is not smart, but is testing whether the user can operate smartly. In addition, there are consumers who believe that although many smart applications increase the added value of products, the actual application frequency is not high. Ovid Consulting analyst Jin Xiaofeng pointed out that many consumers pay high prices for smart TVs. Due to the complexity of smart function operations and low usage rate, high value-added products have finally become furnishings. This is also the current promotion of smart TV. Some consumers pointed out that although they are purchasing smart TVs, they must first be a TV with a better viewing experience. The selection of TV programs is simple and the video experience is better. If this condition cannot be met, other functions are also less useful.

Market calls for a return to the video core According to the "White Paper on Smart TV Development 2012" released by Hisense Internet Operation Center, video applications are still the most popular applications for users, and 70% of users will watch videos through smart TVs. Smart TVs have indeed improved and upgraded traditional TV functions in terms of optimizing viewing procedures and enhancing the viewing experience. Through reservations, TV exchanges and other functions, as well as according to the daily viewing habits and degree of love for users to push programs, etc., smart TV can greatly save the time when users watch TV programs, and customize programs for different users, so that watching TV Autonomy has been greatly improved.

Jin Xiaofeng pointed out that smart TVs enrich consumers' viewing experience to some extent, but it is worth noting that video is still the core of television.

At present, many companies are caught in a misunderstanding that they are focusing on "fancy applications" and there is very little improvement in video viewing. The market wants smart TVs with simple operation and better video experience.