Three-fourths (73 percent) of online U.S. adults who saw Ultra High-Definition TV (Ultra HDTV) technology in a retail store are interested in owning the technology at some point in the future, while only 34 percent of people who did not see the technology are interested in ownership, according to research released today by the Consumer Electronics Association (CEA)®. The two studies, Consumer Perspective on Ultra HDTV (quantitative) and Consumer Perceptions of Ultra HDTV Technology at Retail (qualitative), were conducted to gauge consumer awareness, perception, interest and purchase intent for Ultra HDTV technology. Ultra HD is the next generation of display technology for the home, and delivers four times the resolution of today’s full HDTVs, with more than eight million pixels of resolution.
These displays also create more realistic and vibrant images, and include other technical improvements that enable viewers to see details in shadows and sunlit areas in the same scene. Seeing the technology in a retail store also influences consumers’ perception of the technology, according to CEA’s quantitative study.
Among those who have seen or heard about Ultra HD in a retail store, 73 percent view the technology as positive, compared to 45 percent who did not see or hear about the technology in a store. CEA’s qualitative study supports the notion that seeing Ultra HD technology in-person is critical for consumers to understand its benefits. In the study, consumers visited retail stores to experience Ultra HDTVs in-person and then shared their experience. Many say they went into the stores skeptical that Ultra HDTVs would be better than their current HDTVs. However, seeing the technology in-person had a significantly positive impact on their opinions of Ultra HDTV, an impact that could not have been achieved through reading a description of the technology alone.
“Ultra HDTV consumer adoption will be a case of ‘seeing is believing,'” says Rhonda Daniel, senior manager, market research, CEA. “The technology offers an incredibly immersive viewing experience with superior picture quality. Experiencing the technology in person is a critical component to drive consumer interest in adopting Ultra HD as their next television.”
Beyond looking to replace broken or obsolete TV sets, key findings of the study include:
• Two in five will seek to improve the picture quality (43 percent)
Source: Hometheaterreview.com