通Ｔ商務:電視的購買

本報告研究了 T 商務。我們探索 T 商務（通過電視購買商品和服務）的潛力，將其作為品牌廣告和銷售的有效工具，為視頻服務提供商帶來額外收入。

樣品view

目錄

調查手法:品牌忠誠者

調查手法和定義

重要的用語和定義

摘要整理

不同品牌的設備引進情形

• 家電採用趨勢
• 智能電視系統分享
• 採用智能電視操作系統
• 共享流媒體播放器
• 流媒體播放器的品牌採用率
• 單一設備所有者中智能音箱的份額
• 智能音箱品牌採用率
• 單一設備所有者中智能顯示器的份額
• 智能顯示品牌的採用
• 平板電腦系統分享
• 採用平板電腦系統
• 智能手機系統分享
• 採用智能手機操作系統
• 智能手錶分享
• 智能手錶品牌的採用
• PC系統共享
• 採用PC操作系統
• 採用智能手機操作系統
• 採用智能電視操作系統
• 採用SMP操作系統

品牌忠誠者概要

• 整體品牌忠誠者
• Apple 忠誠者對 Apple 設備的採用
• 亞馬遜忠誠者對亞馬遜設備的採用
• Google/Android 系統忠誠者對 Google/Android 系統設備的採用
• 三星忠誠者對三星設備的採用
• 蘋果忠誠者人口統計分析
• 亞馬遜忠誠者人口統計分析
• 谷歌/安卓系統忠誠者人口統計細目
• 三星忠誠者人口統計分析
• 品牌忠誠者技術採用部分

忠誠者和品牌：購買

品牌忠誠者和內容平台

• 品牌忠誠者音樂服務的訂閱
• 品牌忠誠者影音服務的訂閱
• 品牌忠誠者OTT服務NPS
• 品牌忠誠者的每月影音服務支出
• 品牌忠誠者的Apple TV+和Amazon Prime Video的平均訂閱月數
• 品牌忠誠者訂閱的OTT服務的平均數
• 品牌忠誠者使用的首位交易OTT服務

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