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Consumer Electronics Association Releases Findings of Consumer Perceptions of Ultra HDTV Technology at Retail Study

February 11, 2014

Seventy-three percent of online U.S. adults who saw Ultra High- Definition TV technology in a retail store are interested in owning the technology at some point in the future, while 34 percent of people who did not see the technology are interested in ownership, according to the study, Consumer Perceptions of Ultra HDTV Technology at Retail released by the Consumer Electronics Association.

In a release, the association said that 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.

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.

"Ultra HDTV consumer adoption will be a case of 'seeing is believing,'" said 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."

Findings include:

-43 percent will seek to improve the picture quality

-42 percent will seek to increase the screen size of their current display

-62 percent of online consumers say they would be more willing to purchase an Ultra HDTV if the picture quality was so clear that it felt like they were experiencing what they were watching in person or if the picture quality was better than a movie screen

Conversely, price and availability of Ultra HD content are the top concerns regarding future Ultra HDTV purchases.

-43 percent online U.S. adults cite concerns with the availability of Ultra HD television programming

-24 percent cite availability of Ultra HD movies for purchase

-21 percent cite availability of movies for rent

-22 percent cite the availability of Ultra HD video content through streaming service providers.

"Ultra HDTV holds a tremendous amount of promise for the video ecosystem," said Daniel. "As prices gradually align with consumer expectations, consumer awareness grows and the availability of content continues the positive momentum it has seen so far, then Ultra HD will be the next step forward in the logical progression of television displays."

The reports were designed and formulated by Consumer Electronics Association Market Research.

Report information:

store.CE.org

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