Smart TV adoption has surged globally but has recently slowed. It remains older consumers, particularly those aged 55 and over, who are resistant to the newer connected technology. In this regard, they represent a clear growth opportunity for Smart TVs globally - for both device manufacturers and those who provide services on the devices. Manufacturers must look to understand the unique drivers, attitudes, and preferences that set this cohort apart from other demographics, in order to effectively target and convert them in a changing media landscape. 

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