China TV in 2022
1. The number of smart TVs will exceed that of traditional TVs in 2022
The report pointed out that it is expected that in 2022, the number of TVs in possession will increase by 30 million units every year, and by 2022, it will be close to 300 million units, surpassing traditional TVs. The penetration rate of the five traditional brands in the total number of smart TVs is as high as 60%, and the penetration rate of Internet brands in newly activated terminals in 2018 exceeds that of foreign brands.
2. Two major characteristics of smart TV users: youth and high income
According to the data, 32% of smart TV users have a college degree or above, 69% of smart TV users have an income of more than 6,000 yuan, and those with a monthly income of less than 3,000 yuan mainly use traditional TVs.
In fact, the middle-aged and elderly groups are an important user group of smart TVs. The on-demand content cannot meet all the viewing needs of the middle-aged and the elderly for the time being, and complex operations will also hinder the middle-aged and the elderly from finding the content they want to watch. Improving and optimizing the smart TV operating system for the usage scenarios and interaction habits of the middle-aged and elderly can further enhance the use experience of the middle-aged and elderly people.
3. Advertisers' budget allocation continues to transition from traditional channels to Internet channels
In 2018, the traditional budget allocation of advertisers such as TV and outdoor declined to varying degrees. Due to the use of PCs in most working hours, the budget allocation also decreased by 7%. However, OTT/IPTV Internet TV and mobile Internet increased significantly compared with last year. In particular, the budget allocation for Internet TV increased by 47%.
The OTT system layer advertisements are highly accepted by users, and the acceptance of new time/weather reminder advertisements, shutdown advertisements, and screensaver advertisements is higher than that of traditional TV station advertisements. In addition, the report also shows that the overall acceptance of advertising by female users is higher, especially for content-layer advertising, which is 5% higher than that of men. Users have the highest memory for start-up advertisements and OTT advertisements in programs. Among them, the memory of the boot advertisement is as high as 51%.
