Consumers Need Convincing of the Benefits of Snooping TVs

Recent patent filings from Verizon and Microsoft highlight a trend towards new technologies that observe behaviors within the living room in order to deliver advanced TV experiences. In-depth consumer interviews undertaken by Strategy Analytics identified the main perceived benefit of such technologies would be to overcome consumer reluctance to log in to their TV. This would automate active functions such as parental control, content recommendation and targeted advertising. However, the initial reaction of most participants in this study to the concept of being observed in their homes was negative. To ensure adoption, we believe that further tangible benefits must be established and communicated to the consumer. In addition, natural concerns about privacy invasion and potential for hacking must be addressed.