NEW YORK, November 5, 2018 – CTAM and Magid will present a live webcast for CTAM members on Wednesday, November 28, at 3:00 p.m. ET to highlight the latest from this first-of-its-kind study.
Magid, a research-based consultancy, worked with CTAM on the quantitative study which completes the picture that began with a qualitative research study conducted in 2017.
“Despite being nascent, this is a promising market for cable operators,” says Jill Rosengard Hill, EVP, Magid, who is slated to present the webcast along with Brian Hansen, Vice President, Magid. “Consumers want to incorporate connected home devices, particularly smart speakers, into their television experiences and although they’re likely to pirate some content, they’re also more likely to be pay television subscribers.”
Consumers sense the momentum to enter the smart home world, and those who already own devices intend to purchase more. This study explores how technologies will impact the connected home beyond locks, lights and entertainment. The opportunities and advantages for the industry have implications for future product and business strategies. A sample of the findings reveal:
- Voice control holds major promise for driving new adopters and for enabling discovery and exploration of video content
- Video-related smart speaker functions are the most used feature and offer consumer-friendly opportunities for our industry
- Parents are driving smart speaker adoption and tapping them for parental controls
- Connected consumers are happy TV consumers with higher NPS scores
The full report will be made available to members on November 14 following the CTAM year-end meeting held on November 13 in New York. Members are instructed to register with CTAM.
Magid is a consumer-centered business strategy company delivering courageous thinking that shapes better experiences, products and services. Since 1957, thousands of local and global brands in over 40 countries have engaged the firm for bold ideas that have helped achieve innovation and success. The Magid team is passionately curious and driven by the pursuit of improving human experiences with every engagement.
CTAM unites leaders in media, entertainment and technology to enrich consumers’ lives with exciting experiences, from what they watch to how they communicate, to the way they live and work. Member companies drive collaborative marketing and communications initiatives so they can achieve greater success by working together, and ultimately better serve the millions of people they engage every day. CTAM provides a proven framework that fuels knowledge sharing, innovation and inspiration — creating value by aligning members to solve challenges, adjust to industry dynamics, and adapt to new consumer behaviors.