30% Of users of connected tv and 40% of online video abandons the traditional television Three million Internet users (18%) connect your TV to the internet, mainly through consoles and Smart TVs. 19% Of Online Video users have paid for video content.
IAB Spain, association representing the sector of advertising, marketing and communication digital in Spain, presented with the collaboration of praises, the first annual study of connected TV and Online Video in order to understand the world of the connected TV (understood as the TV connected to the Internet) and the contents of video viewed online.
El principal dato que se desprende del estudio es que la TV conectada y el consumo de video online est produciendo una fuga de usuarios de la TV tradicional a estos nuevos entornos. El acceso a la TV conectada se realiza principalmente a trav s de Consola conectada a la TV y de las Smart TV.
El 18% de los internautas conectan sus televisores a Internet mediante otros dispositivos, con un perfil m s masculino, joven y con nivel de estudios superiores. En Espa a se cuantifica que 3 millones de individuos tienen TV Conectada y casi 10 millones conocen el concepto aunque no lo tenga en casa. Entre los que no la tienen, la principal barrera es la falta de tecnolog a adecuada (41%) m s que la falta de inter s (25%).
Dispositivos de acceso
Los internautas que se conectan a la TV Conectada, acceden a Internet a trav s de m ltiples dispositivos (en promedio 4,4 dispositivos) entre los que destaca el smartphone, el ordenador port til, el ordenador de sobremesa y la consola de sobremesa. Seg n el estudio, su consumo no est reduciendo el uso de otros dispositivos, sino que lo mantiene (el 64% se conectan con dispositivos que ya ten an) o los ampl a (el 30% incorporan la TVC a los dem s).
Mientras la TV Tradicional se consume a diario, la TV Conectada tiene todav a una frecuencia m s semanal. Se concentra, al igual que la TV tradicional, en momentos de prime time aunque se realiza un consumo m s individual.
Los contenidos que se ven en TV Conectada se concentra en pel culas, series (especialmente extranjeras) y deportes, aunque adicionalmente tambi n se usa para contenidos no audiovisuales: radio, videojuegos, redes sociales e incluso email.
Smart TV y v deo online
La penetraci n de Smart TV es de un 21%, aunque el hecho de tenerla no implica que se utilice como TV conectada. S lo un 36% de los que tienen Smart TV la usan con este fin, mientras el 64% no est n a n conectadas a internet por falta de tiempo o porque usan de otro dispositivo para tal fin.
El V deo Online alcanza una penetraci n del 96% entre los internautas. Los contenidos m s vistos son cine y series extranjeras, seguido de deportes y series nacionales. Las plataformas m s utilizadas son YouTube (71%), sitios con contenido a la carta (32%), seguidos de Google TV, Yomvi y Wuaki (14%, 12% y 11%)
El principal dispositivo para ver estos contenidos es el ordenador con un 81%, seguidos de lejos por otros dispositivos (smartTV, smartphone, tablet) con una penetraci n que se sit a en el 12%.
La interactuaci n con el video online es incipiente (20%) y lo hacen a trav s de ordenador (70%) y smartphone (57%), generalmente a trav s de redes sociales.
Uno de los motivos por el que se interact a es porque gusta opinar o leer opiniones de otros espectadores. Los que no interact an es porque todav a no han identificado su atractivo.
Pago por contenidos
Un 19% de los usuarios de V deo Online ha pagado por ver los contenidos de v deo, y uno de cada 2 estar a dispuesto a ver publicidad para ver el contenido (independientemente de si lo hab a pagado o no).
El motivo por el que el usuario paga por ver ese contenido es por el gran inter s del mismo. Si se inserta publicidad para acceder a contenidos, un 69% entiende que ser a antes de ver el contenido.
Seg n Javier Clarke, director de Mobile & New Media de IAB Spain, el mundo digital ya ha llegado al dispositivo offline por excelencia, lo que indica el inicio de una ola de cambio muy profundo en h bitos de consumo y en inversi n publicitaria .
Para Scott McCarthy, Director General de YuMe Espa a, el crecimiento de las televisiones conectadas en los hogares espa oles es ya una realidad. Tenemos que ser conscientes de que nos enfrentamos al gran reto de desarrollar los mejores formatos creativos para servir la publicidad del anunciante de la manera que impacte m s en el telespectador. Con las campa as para tv conectada abrimos un nuevo horizonte de informaci n y contenido con el que el usuario puede interactuar desde el sal n de su casa. .
Para Antonio Traugott, Director General de IAB Spain, el negocio de las TV conectadas har que la inversi n en publicidad digital crezca considerablemente a medio plazo, contribuyendo a que tal como ha ocurrido en otros mercados, supere a la inversi n en TV tradicional .
Descarga del Informe IAB completo.
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30% Of users of connected tv and 40% of online video abandons the traditional television Three million Internet users (18%) connect your TV to the internet, mainly through consoles and Smart TVs. 19% Of Online Video users have paid for video content. 
