Almost 120 million people live in a U.S. household that subscribes to HDTV channels either through a satellite or cable provider (Nielsen Scarborough: Autumn 2011 to 2016). Consumer behavior linking the big screen to the consumer’s small screen for navigation is no longer just a
Over 190 million people are projected by 2020 to shop using their mobile phones or tablets (according to eMarketer; 2013 to 2016). As consumers increasingly use their phones to shop nearly all advertisers will incorporate a feedback loop using an HTML5 TV application integrated into their television commercials.
With retail e-commerce sales (products or services excluding travel and ticket) projected to grow to $692 billion annually by 2020 (source: eMarketer; 2014 to 2016) this behavior is poised to cascade into the TV through HTML5 applications from both incumbent MVPD providers as well as over-the-top.