通Ｔ商务:电视的购买

本报告研究了 T 商务。我们探索 T 商务（通过电视购买商品和服务）的潜力，将其作为品牌广告和销售的有效工具，为视频服务提供商带来额外收入。

样品view

目录

调查手法:品牌忠诚者

调查手法和定义

重要的用语和定义

摘要整理

不同品牌的设备引进情形

• 家电采用趋势
• 智能电视系统分享
• 采用智能电视操作系统
• 共享流媒体播放器
• 流媒体播放器的品牌采用率
• 单一设备所有者中智能音箱的份额
• 智能音箱品牌采用率
• 单一设备所有者中智能显示器的份额
• 智能显示品牌的采用
• 平板电脑系统分享
• 采用平板电脑系统
• 智能手机系统分享
• 采用智能手机操作系统
• 智能手錶分享
• 智能手錶品牌的采用
• PC系统共享
• 采用PC操作系统
• 采用智能手机操作系统
• 采用智能电视操作系统
• 采用SMP操作系统

品牌忠诚者概要

• 整体品牌忠诚者
• Apple 忠诚者对 Apple 设备的采用
• 亚马逊忠诚者对亚马逊设备的采用
• Google/Android 系统忠诚者对 Google/Android 系统设备的采用
• 三星忠诚者对三星设备的采用
• 苹果忠诚者人口统计分析
• 亚马逊忠诚者人口统计分析
• 谷歌/安卓系统忠诚者人口统计细目
• 三星忠诚者人口统计分析
• 品牌忠诚者技术采用部分

忠诚者和品牌：购买

品牌忠诚者和内容平台

• 品牌忠诚者音乐服务的订阅
• 品牌忠诚者影音服务的订阅
• 品牌忠诚者OTT服务NPS
• 品牌忠诚者的每月影音服务支出
• 品牌忠诚者的Apple TV+和Amazon Prime Video的平均订阅月数
• 品牌忠诚者订阅的OTT服务的平均数
• 品牌忠诚者使用的首位交易OTT服务

In the highly competitive video services market, content owners, service providers, and platform players seek to maximize revenue through subscriptions and advertising revenue. TV user interfaces and underlying technologies now make possible a third source of revenue generation: television-based commerce.

SAMPLE VIEW

This research study explores the potential of T-commerce, or buying goods and services through the television, to generate additional revenues for video services providers and be an effective means of brand advertising and sales. The study assesses consumer openness to T-commerce offerings, including the types of products and services most likely to generate sales. It explores preferred T-commerce providers, user interfaces, and payment methods, and identifies top barriers to T-commerce activity.

Key questions addressed:

• 1) What is consumer interest in purchasing items through a TV?

• 2) How do consumers' current online shopping behaviors influence the appeal of T-commerce?

• 3) How would consumers prefer to pay for T-commerce purchases?

• 4) What product categories are well-suited to a T-commerce model?

• 5) What are consumers' top concerns with T-commerce concepts?

ANALYST INSIGHT:

"Streaming services and connected TV platforms seek valuable advertising revenue; players across the video ecosystem have an opportunity to build a new revenue stream by creating commerce experiences that link content and ads to purchases." - John Barrett, Director, Consumer Analytics, Parks Associates.

Table of Contents

Methodology: Brand Loyalists

Survey Methodology and Definitions

Key Terms and Definitions

Executive Summary

• CE Brand Loyalists
• CE Brand Loyalist Technology Adoption Segment
• Smart Speaker Major Brand Purchased by Loyalists
• OTT Video Service Subscription by Brand Loyalists

Device Adoption by Brand

• Trends in Adoption of Consumer Electronics Products
• Smart TV System Share
• Smart TV OS Adoption
• Streaming Media Player Share
• Streaming Media Player Brand Adoption
• Smart Speaker Share Among Single Device Owner
• Smart Speaker Brand Adoption
• Smart Display Share Among Single Device Owner
• Smart Display Brand Adoption
• Tablet System Share
• Tablet System Adoption
• Smartphone System Share
• Smartphone OS Adoption
• Smart Watch Share
• Smart Watch Brand Adoption
• PC System Share
• PC OS Adoption
• Smartphone OS Adoption
• Smart TV OS Adoption
• SMP OS Adoption

Overview of Brand Loyalists

• Overall Brand Loyalists
• Apple Device Adoption by Apple Loyalist
• Amazon Device Adoption by Amazon Loyalist
• Google/ Android System Device Adoption by Google/ Android System Loyalist
• Samsung Device Adoption by Samsung Loyalist
• Apple Loyalist Demographics Breakdown
• Amazon Loyalist Demographics Breakdown
• Google/ Android System Loyalist Demographics Breakdown
• Samsung Loyalist Demographics Breakdown
• Brand Loyalist Technology Adoption Segment

Loyalists & Brands: Purchases

• Desktop Computer Major Brand Purchased by Loyalists
• Laptop Computer Major Brand Purchased by Loyalists
• Tablet Major Brand Purchased by Loyalists
• Smartphone Major Brand Purchased by Loyalists
• Future Purchase Intentions: Smartphone Brand by Loyalists
• Smart TV Major Brand Purchased by Loyalists
• Future Purchase Intentions: Smart TV Brand by Loyalists
• Smart Watch Major Brand Purchased by Loyalists
• Future Purchase Intentions: Smart Watch Brand by Loyalists
• Smart Speaker Major Brand Purchased by Loyalists
• Future Purchase Intentions: Smart Speaker Brand by Loyalists
• Smart Display Major Brand Purchased by Loyalists
• Future Purchase Intentions: Smart Display Brand by Loyalists
• Streaming Media Player Major Brand Purchased by Loyalists
• Future Purchase Intentions: Streaming Media Player Brand by Loyalists
• Brand Perceptions by Brand Loyalists

Loyalists & Content Platforms

• Music Service Subscription by Brand Loyalists
• Video Service Subscription by Brand Loyalists
• OTT Service NPS by Brand Loyalists
• Video Service Spend Per Month By Brand Loyalists
• Average Subscription Months of Apple TV+ vs Amazon Prime Video By Brand Loyalists
• Average Number of OTT Services Subscribed By Brand Loyalists
• Top Transactional OTT Service Used by Brand Loyalists