Audio Experience stands as the key differentiator for Smart TV users: Here’s how consumers today prefer it over Display Quality

The quality of audio delivered by the Smart TVs is pivotal in defining the overall experience, contrary to the quality of the display, which was few years back an anchor differentiation for Smart TVs, revealed a new study by Techarc.

The users are now finding the audio experience as the key differentiator. They now understand the significance of audio in delivering the overall immersive experience while consuming their favourite content over Smart TVs.

An analysis of over 40,000 questions and reviews put across by users of Smart TVs on key ecommerce platforms was done. As per the research, 93% of the users who attribute audio experience as the key differentiation do not attach any specific function of feature resulting in the same. While 5% users attribute it to the speaker quality, the remaining 2% specifically call out the reason as Dolby Atmos enhancement to their Smart TVs.

Besides audio, connectivity also plays a critical role in defining the experience, as per the study. Smart TV users are looking for various connectivity options like Bluetooth, Dual Band Wi-Fi, etc., which gives them the freedom of connecting their Smart TV with various networks and accessories to bolster the experience, it said.

Voice assistant happens to be another feature that dominates the overall experience derived from Smart TVs. In addition, the support for camera is an emerging feature where users want to use their Smart TVs for video and conference calls too.

The study further said OEMs of Smart TVs need to educate users around the significance of audio in the overall experience delivered by the device. The potential buyers, as per Techarc, are more concerned about the connectivity types and networks to make their decision to buy, at the time of evaluating various options.

Although audio capabilities stand second, it anchors the specifications that a Smart TV comprises of, in terms of experience.

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