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BizReport : Internet : March 31, 2014

Two audiences for iSTB marketing revealed

Marketers of Internet set-top boxes and those in related industries are currently marketing to too young an age group. New research by The Diffusion Group has revealed two main target audiences - early-Millennials and late-Boomers.

by Helen Leggatt

The demand for over-the-top (OTT) video content on television sets, as well as sales of Internet set-top boxes (iSTB) is set to continue climbing. The Diffusion Group's research found that while 14% of households with broadband use iSTBs, 29% are likely to purchase one.

Furthermore, of those already using iSTBs, 48% are likely to purchase an additional one, most likely for multi-room use.

"The fact that current iSTB owners are significantly more likely than non-owners to buy an iSTB speaks volumes about the multi-room future of iSTBs," said Michael Greeson, co-founder of TDG and director of research. "This in no way diminishes the extent of new demand, but it speaks to the fact that once a household owns an iSTB and understands its benefits, they want it on all their TVs.

In terms of the audience for iSTB devices, there are two distinct groups - early Millennials (25-34) and late Boomers (45-54).

However, according to Greeson, current marketing of iSTBs is aimed at a younger age group (18-24) that, despite seeing the benefits of an iSTB "use a net-to-TV device they already own, most likely a game console".

Image via Shutterstock

Tags: broadband, Internet, iSTB, television, video

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