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Europeans Warm to Ultra HDTV

Strategy Analytics announced its latest survey suggests that European consumers look favourably on Ultra High-Definition (Ultra HD) TV technology.

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Edited press release follows:

55 Percent of Europeans Likely To Buy Ultra HDTV In Next Two Years, Says Strategy Analytics Survey

Awareness of the term “Ultra HD” is higher than “4K TV” or “UHD”

Boston, MA – March 5th 2014 – Ultra HD, the new TV technology, should receive a positive reaction from European consumers according to the latest survey results from Strategy Analytics’ ConsumerMetrix service. The report, “Ultra HDTV: More Than Half Would Buy”, found that 15 percent of respondents in a survey of more than 4000 people across France, Germany, Italy and the UK said they would be very likely to buy an Ultra HDTV, and 41 percent said they would be somewhat likely to buy one in the next two years.

Click here for the report:

Other conclusions from the survey included:

• Awareness of the term “Ultra HD” is much higher than either “4K TV” or “UHD”

• Awareness of Ultra HD declines with age and increases with income

• Two thirds of higher income households would be willing to buy an Ultra HDTV

• Intention to buy Ultra HDTV peaks in the 25-34 age group

• Other indicators of intention to buy Ultra HDTV are number of children in the household and ownership of surround sound systems

“The outlook for Ultra HD is positive, assuming that it meets consumers’ performance and value expectations,” says David Mercer, Principal Analyst and the report’s author. “In any case our research confirms that many people are still interested in improving their big screen television experience.”

Methodology: The 2013 Q4 ConsumerMetrix survey was fielded online in December 2013 and January 2014. The sample consisted of n=2024 individuals in the US and n=4095 individuals in Europe ages 15-65+. The data was weighted by country, age, gender and internet use to represent the US and European populations of internet users, respectively.

The survey question referred to in this sturdy was phrased as follows:

“Ultra HD or 4K TV is a new type of TV which offers significantly improved images compared to today’s HDTV.  Assuming the price elsewhere of an Ultra HD or 4K TV was acceptable to you, and assuming the image quality was as good as is claimed, how likely would you be to buy a new Ultra HD or 4K TV within the next two years?”

About Strategy Analytics
Strategy Analytics, Inc. provides the competitive edge with advisory services, consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise success.