22% of Retail Salespeople Unfamiliar with Connected TVs
A study finds that while most retail staff are 'familiar to very familiar' with the technology, there's still a big portion that need to know more in order to help consumers.
November 10, 2010 by Jason Knott

Twenty-two percent of consumer electronics retail sales associates are unfamiliar with connected TVs, according to a study by Creative Channel Services (CCS).

The study, which surveyed 3,600 retail associates, does say most retail sales staff are knowledgeable about the new technology, describing themselves as “familiar to very familiar” with connected TVs.

CCS also found 45 percent of retail salespeople believe consumers will prefer to invest approximately $250 in a set-top box over a new Internet-enabled TV, Blu-ray player or home theater system. Other findings:

  • 53 percent of respondents are interested in connected TVs to create a “unified experience”
  • 51 percent of retailers believe consumers are “very interested” in streaming video
  • 40 percent say buyers are very interested in web surfing via the TV
  • 35 percent are “very interested” in online applications with their networked TVs
  • 34 percent are interested in using connected TVs
  • 34 percent want to use their TVs to view photographs
  • 53 percent of respondents don’t feel consumers will look to replace their cable and satellite TV services with a connected TV for at least another five years

In a similar survey of consumers, just 31 percent of respondents said they were familiar with connected TVs, and only 17 percent said they were likely to purchase a connected TV within the next year.

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