A recent study from IHS Screen Digest estimates that homes with Smart TV capabilities will soon outpace those with traditional PC and TV options.

Connected TV is currently most prevalent in homes throughout North America and Europe, with approximately 124 million homes currently having the technology. While numbers for PCs and TVs in these same homes number 245 million and 305 million respectively, connected devices are expected to outpace both in a mere two years.

“The growth in living-room devices will be spearheaded by connected TVs, the manufacturers of which are hoping to help drive sales using a mixture of attractive hardware combined with a content offer – a strategy which has served technology players such as Apple well in the past,” stated the IHS report. “Connecting such devices is becoming increasingly easy for consumers, with simple wireless network integration helping to improve the connection rates. Manufacturers such as Samsung are ultimately hoping to achieve connection rates of 70 percent of installed sets – on par with devices such as game consoles.”

Reporting on the study, MediaPost said the results should encourage marketers to forge connected TV ad strategies, as the growth in this area will take place as traditional TV advertising spending plateaus.