The "2022 China Ageing TV Research Report" released by China's home appliance field shows that among the difficult problems encountered in the process of using smart TVs,The most complained about by users are the following major problems:
"There are many devices (set-top boxes, TVs), and I don't know how to switch between them."It can be said that these are trueSpit out,Will be the current smart TV,Say it very much"Not smart".But it's a real thing.The operation is complicated, and I don't know how to find the content I want to see."
There are too many remote controls, I don't know how to use them".
I can't find anyone to help solve a problem."
There are advertisements on the start-up, and it takes a long time, and it can't be turned off".
Finally, after watching the boot advertisement,TV** will insert an advertisement in the middle of the way,If you don't want to watch the advertisement, you have to buy a member"
It's hard to find a festival of your own hobby.,The result is VIP.,You can only watch it after paying to open a member"..
TV, which used to be very popular, is slowly becoming less and less accessible, and it can even be said that most families are now doing soYou hardly need a smart TV.
Even some people's TVs haven't been turned on for a few years, and they don't know how to use the TV when they turn it on occasionally, and they don't know how to switch it in the set-top box or TV. In hindsight, smart TVs may be being abandoned!
1.There are too many remote controls
Now smart TVs haveTwo remote controls, often confusingWhich is the set-top box and which is the TVand often get it wrong.
If it's the first time to use it, it's because of this that you often have to grope for it, and even people who don't know it, because of the remote control, the TV can't be turned on.
For this, you can imagine that when you used to travel to the hotel on businessOften because of the remote control, the hotel's TV can't be turned on for half a day, which is very embarrassing.
When faced with this problem, everyone often recalls how simple TV used to beAlthough the boot operation is not "smart", it is convenient and more suitable for everyone to use.
2.There are too many options after powering on
I finally figured out the remote control, and turned on the TVAs a result, you can't see the drawingBecause I can't adjust the options, it will make people confused at this time, which one should I choose?
It often happens that after the TV is turned on, I study for a long time, and then I understand that if I can release the picture, I can see the so-called TV.
At this time, I will miss the old TV, concise and clear,The simple operation of three plus five divided by two,Get the TV in minutes
3.The operation is complicated, and I can't find what I want to see
I finally turned on the TV,The boot ad was also skipped, but the next operation is more complicatedI don't know how to find what I want to see.
This is even more evident for the elderly. Because who should elderly users ask when they have problems? The elderly are the main user groups of smart TVs,Therefore, many elderly people will turn on the TV every timeNagging that the TV is "not smart"., which is not as trouble-free as the previous black and white TV.
According to the survey of related industries,More than 97% of people in China are troubled when using smart TVsThe survey also pointed out that the number of TV viewers across the country has been declining year by year over the past 10 years. Viewers who still keep watching TVThe average age reached 55 years.
To put it bluntly,It's now that people watch TV every day,It's basically the elderly,But now the complexity of smart TV,Not to mention the elderly,I'm afraid even many young people can't figure it out,BecauseThis "not smart" smart TV is being complained about more and more, and it will naturally be abandoned.
1.Too many features backfire
As far as TV is concerned,There are not too many functions,The most important thing is to make it convenient for people to watch TV,That's it。
However, nowadays TVs doLong ads, a variety of pages, unused boardsThese are hard to change (unless you're a big technologist, maybe a little bit of change).
In the face of these functions,Most of them are not used,Especially for the elderly, who are the main users of current TV,I hope that the simpler the better,Once there are too many functions,The elderly will not operate at all。
For example, as a news broadcast that the elderly like to watch, if you want to watch a live broadcast, you have toTune the signal source,After tuning to the TV source, go to the top bar to find the live broadcast option,During the period, you need to use another remote control to operate,Then find the program you want to watch,The steps are complicated,It takes a lot of time,It's just a simple thing to make it complicated。
If it's directly through the network, then inYou can't find a live broadcast on TV at all, and you have to have a dedicated appand then you can**.
Just imagine, how many elderly people will operate this series of operations, and even young people don't know how to operate these complex functionsTherefore, it is counterproductive.
2.** A variety of different apps
Want to watch a show on a smart TV,It's really not easy, because it looks very intelligent, but in essence it is not "intelligent" at all.
Because, if you want to watch some programs now, you have to ** a variety of different apps, and you can only watch them through membership, which makes people disgusted when you think about it.
For the elderly, if they want to chase a TV series they like to watch, they have opened an app, and they have also opened a membership, and their children also feel that the church uses the method, and they feel that this can ensure that their parents can catch up on the drama at home.
But,I thought it was a foolproof thing, often because of the memory decline of the elderly, when they operate for the second time, they can't even find the location of the app, and they can't catch up on dramas at home.
3.Various membership fees
Now I want to watch a TV on a smart TV,It's really a member everywhere,VIP should be opened everywhere, otherwise you just can't watch the show you want to watch.
This is unacceptable for the elderly, because they have spent the most money to buy a smart TV, and they have opened the Internet, but they have to pay again to watch a TV program, which is very disgusting.
Therefore, according to the surveys of related industries,"How to solve the difficulties encountered by the elderly", 403% of the respondents chose to "ask the child", and a whopping 272% of users chose to "just give up and stop watching".
This is so sad for many elderly people who use TV as their main form of entertainmentThe TV had to be abandoned as well.
Nowadays, TVs are becoming more and more "smart", but unlike other smart devices, smart TVs are brought to consumersInstead of improving, the experience has deteriorated dramatically.
To put it simply, it is now a smart TVNot only is it not easy to use, but it is designed to be more and more difficult to use。Why is that?
This is because the sales model of the current TV industry has changed,Manufacturers who sell smart TVs,From a single transaction with users in the past,Changed to this product as one of the usersInternet entrance, thus making multiple transactions
This includes likenessBoot advertising, VIP charging, live streaming, game experience, etc, can bring long-term income to the manufacturer.
On the other hand, it's the TVOwnership and start-up rates are decliningAccording to statistics, in 2021, the start-up rate of TVs is only 277%。
That is to say, not only is the sales of TVs declining, but even the usage rate that has been sold is declining significantly, and many families can't turn on TVs once a year, so businessesBoth direct and indirect benefits are decliningAnd it's down very dramatically.
Therefore, the merchant knows that the current smart TV function is cumbersome, but has to go through this formto change the profit model
To put it simply,It's the case that the general trend can't be changed,The more functions,The more ads,On the contrary, it can increase the profitability of merchants,TV manufacturers also belongDry up and fish.