Results of a nationwide SmithGeiger consumer survey show that these features could compel respondents to spend $205 more than they originally planned on a smart TV, with purchase intent over the next 12 months increasing to 74% (up 19 points from the original baseline).

Of those surveyed, 55% initially indicate they plan to buy a smart TV in the next 12 months and spend an average of $950 on a 52” screen. Once exposed to the ATSC 3.0 features, however, their likelihood of purchasing a 52” smart TV with these features rises to 74% - and their willingness to spend increases $205 to an average price of $1,155, with no change in screen size.

ATSC 3.0 features are claimed to be able to provide a greater level of control, convenience and personalisation such as user-tailored on-screen guides with recommendations and on-screen search of VOD, streaming services and over-the-air TV. It can also offer custom home screens based on viewer preferences.

“This survey verifies unequivocally that viewers, broadcasters and TV manufacturers stand to benefit greatly from the next-generation TV standard,” said SmithGeiger president/co-founder Seth Geiger, who directed the project. “The willingness of consumers to pay a higher purchase price and expedite their near-term purchase windows for Internet-connected televisions in exchange for new features is among the most compelling evidence yet of the value of ATSC 3.0. These findings clearly affirm the working hypotheses of the Advanced Television Systems Committee that have driven the on-air tests by FOX, NBC Connecticut/WVIT, Univision and the Pearl TV alliance.”

Among those who do not currently own a smart TV, consumers indicate they are 26% more likely to make a purchase after hearing about the features. And, significantly, 45% of respondents initially expressing no intent of buying a smart TV in the next 12 months now indicate they would be likely to purchase one after seeing the next-generation features of ATSC 3.0.