US consumers willing to pay more for ATSC 3.0 features

By Michelle Clancy
US consumers are reporting significant increases in their willingness to spend more on a smart TV and accelerate purchase windows in the wake of the Advanced Television Systems Committee’s new ATSC 3.0 broadcast standard.
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.

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