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European smart TV adoption rates compared

LG Smart TVGermany trails behind other European countries in flatscreen adoption but the UK is a laggard among advanced markets in smart TV penetration, according to a survey of consumers.

According to the survey by Concentra Marketing Research for German consumer electronics trade association the GFU, over a third of Germans, or 34%, have smart TVs, a higher proportion than the UK, where only 21% have smart TVs. Higher proportions have smart TVs in France, with 42%, Turkey, with 40% and Poland, with 36%. Other laggards include the Netherlands, with 26%, Spain, with 26% and Italy, with 28%.

UK consumers that do have smart TVs are however more likely to connect them to the internet, with 86% hooking up. This compares with 79% of French smart TV owners, 76% of the Dutch and 73% of Turks. Fifty-eight per cent of Germans with smart TVs connect them to the internet.

Smart TV functionality has a significant impact on decisions to purchase TVs in Turkey, Spain and the UK. Price was a significant factor particularly in the Netherlands, Belgium and France, with fewer Germans citing price as a significant factor.

Germany is trailing other countries in Europe when it comes to flatscreen TV adoption, with 80% of Germans now having a flatscreen device in their homes compared with 91% of Britons.

Concentra Marketing Research surveyed 1,000 households in Germany and 7,000 in eight other countries.

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