Chromecast Awareness Reaches 33 Percent Just Four Months After Launch, According to NPD

PORT WASHINGTON, NEW YORK – DECEMBER 3, 2013 – After just a few months on the market, Google Chromecast is gaining traction. According to the new Chromecast Report from NPD Connected Intelligence, within the first four months of its launch, 33 percent of consumers said they were aware of the device.  This is a high awareness level for a new consumer technology product that has only been on the market for a short time.  Google is the latest manufacturer to enter this category which is dominated by Apple and Roku who combined represent a 78 percent share of all streaming media players installed in consumers’ homes.

Google itself has been the primary source of this awareness, with 41 percent of consumers who are aware of Chromecast saying they learned about it on Google’s website.  Online ads and word of mouth also contributed to the heightened awareness.  Retail, however, has not yet become a strong influencer, with only 11 percent of consumers saying they became aware of the product and service either in-store or on a retailer’s website.

Sources of Consumer Chromecast Awareness


Base: Award of Chromecast
Source: The NPD Group/Connected Intelligence, Chromecast Report

Among those consumers who are aware of Chromecast, 48 percent said they are extremely, very, or somewhat likely to use it.  Chromecast’s low price and promise of simplicity are driving more interest than the core value proposition of delivering apps to the TV.  Affordability is the number one reason cited for interest in using Chromecast by nearly half of consumers, followed closely by being easy to set up/use (42%) and delivering apps onto TV (32%). 

“Chromecast’s affordability and ease of use are certainly good selling points, especially for impulse purchases. Filling retail discovery gaps and continuing this early marketing blitz will ensure Chromecast stays front and center in consumers’ minds,” said John Buffone, director, devices, Connected Intelligence.  “Promoting new app releases, such as HBOGO, Pandora, and Hulu Plus will also help sustain the buzz and generate usage.”

 

Methodology:
Data from the Chromecast Report is sourced from an online survey of 1,079 U.S. consumers age 18 that was conducted in early November 2013.

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David Riley
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david.riley@npd.com

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