More than half of Europeans likely to buy UltraHD set in next two years

Joseph O'Halloran | 06-03-2014

Despite fears that it could be the new 3DTV, UltraHD will be launched in Europe to a market that is well disposed to what it can offer, research from Strategy Analytics has revealed.

Among other things, the "UltraHD TV: More Than Half Would Buy" report — surveying the opinions of more than 4,000 people across France, Germany, Italy and the UK — asked the question ‘assuming the price elsewhere of an UltraHD 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 UltraHD or 4K TV within the next two years?’. It found that 15% would be very likely to buy an UltraHD TV set, while 41% said they would be somewhat likely to buy one in the next two years.

In general, the survey also found that awareness of the term "UltraHD" was higher than "4K TV" or "UHD” and that awareness of UltraHD declines with age and increases with income. Two-thirds of higher income households would be willing to buy an UltraHD TV set and the intention to buy UltraHD TV peaks in the 25-34 age group.

"The outlook for UltraHD is positive, assuming that it meets consumers' performance and value expectations," commented the report’s author, Strategy Analytics' principal analyst, David Mercer. "In any case our research confirms that many people are still interested in improving their big screen television experience."