Digitization of society
NETWORKED TV Ordering conveniently online from the sofa while watching TV - that's how almost three quarters of German Internet users see the future shopping scenario. TVs with Internet access will be used more often for online shopping in the future. This is the conclusion of a study conducted by Internet World Messe. Surfing with the TV is becoming increasingly popular. Almost three quarters of those surveyed [...]
Surfing with the TV is becoming more and more popular.Almost three quarters of those surveyed believe that the TV set with Internet connection will soon have a stronger presence as a shopping channel. This puts the networked TV screen behind the tablet PC and the smartphone. However, a comparison with the results of the previous year's study shows that the number of those who see the networked TV as a future shopping channel increased significantly by 12 percentage points: from 61 percent to 73 percent. The change figure for networked game consoles is even higher, at 15 percent. Smartphones, on the other hand, only recorded an increase of four percentage points compared to the previous year, and tablet PCs even lost one percentage point.The gradual acceptance of online content on TV can be seen from these results. For online retailers, this means that after the small screens of smartphones and the somewhat larger tablet monitors, the next screen is already waiting for the store to adapt, this time in large format and usually in the living room. But it will certainly be a while yet before consumers surf the web and place orders on TV screens.The rise of large TV screens in e-commerce does not mean, however, that desktop PCs or notebooks will no longer be used for shopping on the web. For some tasks, such as comparing prices, searching for products before buying or writing reviews, these traditional access devices to the Internet are better suited than their mobile counterparts, for example, according to the respondents.About the studyThe Internet World Fair is conducting an online survey on the topic of "Digitization of Society" in cooperation with the ibi research institute at the University of Regensburg. The study surveys the impact of advancing digitization on commerce as well as on sociopolitical issues such as security on the Internet and the influence of social networks on communication behavior in everyday life and at work. The results presented here are a preliminary interim report based on 800 survey participants. The survey will run until the end of January. The results of the complete study will be presented at Internet World on February 25 and 26, 2014 in Munich.
