A Primary Profile of Internet Set-top Box Users & Intenders
According to recent TDG research, more than 60% of US broadband households have at least one TV connected to the Internet and can enjoy online media services like Netflix and Pandora on their televisions. In other words, assuming 90 million US households subscribe to residential broadband service, some 54 million now have access to movies and television programming from the Internet, all on their home TV — that’s four in ten US households. And a growing number of these consumers are turning to Internet set-top boxes like Roku and Apple TV to make the connection.
The purpose of this report is to profile two specific segments of consumers: those that currently use an Internet set-top box to enjoy broadband video on their television (Owners), and those that are likely to purchase a new iSTB in the next six months (Intenders). As well, this report compares both segments to each other and to adult broadband users (ABUs) across demographic, techno-graphic, and media consumption characteristics.
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