Smart TVs for smart people should not be "discarded"

Peng Jin, General Manager of Marketing Division of Skyworth China, said that in 2014, the industry is facing negative growth. The more difficult it is, the more people want to break through the technology. From CES point of view, the improvement of TV picture quality and interconnection and interoperability technology are the new features of the development of the color TV industry.

Smart TV users are most concerned about two points

According to Liu Fei, an analyst with Ovid Cloud Network, a well-known market research agency in the industry, consumer research data from Audrey shows that the current user activation rate of smart TVs has reached 73%, while the focus of TV users on TV content is mainly focused on For videos and games, the degree of attention is 63% and 24%, respectively. In the user's thinking, the main function of TV is still "seeing", and with the continuous improvement of the content of smart TV terminal services, the "playing" function of TV is gradually being accepted by users.

In the video content experience, the user's satisfaction with the video content is 69%, of which the video clarity is the user's main concern. The degree of attention is 31%, followed by the video resource, and the degree of attention is 19%. In the game content experience, the user's satisfaction with the game content is 62%, of which the game running and game resources are the main focus of the user on the game content, and the attention degree is 31% and 26% respectively.

Ovid's analysis believes that smart TV products will break through the extremes of clarity in "seeing" and break through the extremes of fluency in "play", which will be the opportunity for future smart TV content to win. Liu Fei believes that, unlike the "relying on the hardware world" of the traditional TV industry chain, the competition focus of the smart TV industry chain has shifted to the "terminal content service."

Intelligence for the elderly or in name only

Smart TVs have become mainstream in the color TV market. Various manufacturers have added a variety of functions to their products. However, the main target groups are young people. Therefore, there is a dilemma that older people do not watch TV. Faced with a wide range of remote buttons and layers of nested interfaces, older people can only select the most frequently used functions such as tune-up and tuning, and other intelligent functions are virtually useless.

The China Household Electrical Appliances Association had commissioned special investigations on the use of household appliances by senior citizens in cities and towns in China. The results showed that watching TV is one of the main forms of entertainment for the elderly. 43% of the elderly watch TV on average 3-5 hours a day. However, in addition to the basic operating functions of television, the elderly use frequency of other functions is not high, and the use frequency of other functions except for video on demand gradually decreases with increasing age. The old people's satisfaction with the existing television is 73%, and the dissatisfaction is mainly concentrated on the use of the remote control and functions as well as the external port.

However, when the reporter visited the stores of several home appliance stores in the capital, he found that color TV products produced exclusively by the company for the elderly could not be found. The reporter also found other online shopping sites such as JD.com to find that there are a few brands who have played the signs for the elderly television, but most of them are second- and third-tier brands, and only one domestic first-line brand has launched the television for the elderly.

Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce and a well-known household electrical appliance expert, pointed out that it is necessary to do a "simplification" method for smart TVs and develop more smart television products that are easy to use, rich in applications, and practical.