A survey in the UK conducted by Atomik Research for the DTG, and reported in Advanced Television, has found that 22% of consumers have already bought an UltraHD TV, with younger buyers more likely to say they want a better experience. However, the highest percentage of buyers was in the over 55s age group. However almost one in three of the group admitted only ‘sporadically’ using the UHD resolution.
67% of buyers said that the performance of their sets had surpassed their expectations.
There are geographic differences, with 55.3% of buyers in London choosing HD sets, against 78% in the North East.
The survey found that more than half of consumers understood the difference between HD and UltraHD sets and 86% thought that the image quality of their new set was better than the old one.
Analyst Comment
Of course, economics is a big factor. Many of the over 55s will have benefited from buying a house when they were a lot cheaper. The over 55s may also be more likely to worry about being ‘upgrade proof’ and may have an expectation of a longer life for their new set than younger buyers. (BR)
In the UK, ITV’s Victoria was shot in UltraHD. Image:ITV
