Smart TV is not smart, inconvenient operation is the crux of the problem

In 2011, smart TV launched a "offensive" in the home appliance chain store, which once attracted consumers' attention. A few days ago, the China Smart TV market research report released by Zero Point Company shows that although color TV manufacturers have been screaming for the various functions of smart TVs for more than two years, consumers have not yet generally recognized smart TVs and have criticized their experience. .

Consumers are still new to smart TVs

Research data shows that the penetration rate of smart TVs in the Chinese market has exceeded 30%. Faced with huge market potential, Samsung, Hisense, Changhong, TCL and other traditional color TV manufacturers have promoted product upgrades. "Smart TV that can talk", "Smart TV with gesture control", "the first smart TV with TV version chat tool", "Smart TV with the highest hardware configuration", etc. Smart TV is presented to consumers with various selling points .

However, according to a survey conducted by Zero Point on 20-year-olds in Beijing, Shanghai, Guangzhou, Chengdu, Nanjing and other 20 key cities who have purchased smart TVs and white-collar workers who have TV purchase needs, 60% of consumers are still not enough for smart TVs To understanding.

The survey shows that among the many functions of smart TVs, 88% of consumers have the most prominent demand for "on-demand watching movies and TV shows." The second most important function consumers value is "watching TV programs", accounting for about 77.9%; the demand for external devices (smartphones, PAD, computers, etc.) accounts for 76.2%; the external mobile hard disk or player ranks fourth, accounting for 69 %. In comparison, consumer demand for downloading and using various applications from the app store is significantly lower than others, but it also accounts for 51.9%.

70% of users think the experience is poor?

The reason why smart TV is "smart" is based on the intervention of Internet functions. However, Zero Point ’s survey results show that nearly 70% (67.5%) of consumers believe that the most important thing is to do a good user experience, and only 3.7% of consumers believe that the most important thing for smart TVs is to develop more application functions.

Nearly half of the respondents reported that they often encountered inconvenience in the operation of the remote control, slow page turning or opening of applications during the use of the smart TV, and the phenomenon of stuck or stuttering often occurred; another 30% reported download Of applications have poor display effects and confusing interface design; voice control, face recognition, gesture recognition and other problems with poor accuracy reflect relatively few people, but they also account for 21.3%.

Suggest

TV companies should do "simple method"

"The interface design is chaotic, it is not easy to find content" and "smart applications run slowly" are the most likely obstacles for consumers to purchase smart TVs. About 70% of consumers said they might give up because of these two factors. At the same time, "the clarity of downloaded applications and poor TV compatibility", "unreasonable remote control design and inconvenient operation", and "slow channel change while watching TV programs" also have a greater impact on consumer purchases.

Household appliance expert Liu Buchen said that the essence of TV is the tool used to display TV program signals and video images, and Internet access is just an additional function. This is why consumers have bought (smart TV), but the activation rate of smart functions is very low.

Industry insiders said that in the new round of market competition, color TV manufacturers should pay more attention to consumer needs and user experience. TVs are not the more functions, the better, and the more applications, the better. Color TV companies should consider doing a "simple method", providing consumers with simple and easy-to-use smart TVs is the top priority for color TV companies.