UltraViolet awareness, satisfaction grows
| 06 December 2014
A corner may have at long last been turned for the UltraViolet (UV) digital locker project, in particular regarding awareness and satisfaction, according to research from the NPD Group

6DEC14 UltravioletSuch findings are a welcome relief for the technology whose makers had expressed confidence at launch that by now it would be a mainstream concept among CE firms. Yet just as recently as September 2014, representatives from BBC Worldwide, 20th Century Fox Home Entertainment, BT TV, blinkbox and UltraViolet founding group DECE speaking at the PEVE conference conceded that ease of use, complexity issues still hindered UltraViolet.

Yet NPD’s Digital Video Adoption Monitor (UltraViolet) Report found that at the end of August 2014, 44% of US consumers had heard of UV or recognised the UV logo, a nine percentage-point increase over the same time a year earlier. About a third of consumers knew what UV was in any case, and when asked, consumers cited the outside packaging of DVD and Blu-ray products as the most influential source for facilitating awareness.

Among UV users, overall satisfaction increased significantly since 2013, with 91% of UV users saying they were satisfied with the service, an eight percentage-point improvement. Contrary to the fears expressed at PEVE, ease of setting up UV ranked high very high among users, with 83% describing activation as “easy” – a five percentage-point increase from 2013. In addition the survey found that UV libraries increased from an average of eight titles to 10, and the more-engaged UV user was also particularly likely to be purchasing more digital and physical content today than they did a year ago.

“As the physical disc represents a significant, but declining, part of the sell-through mix, UV offers a bridge for consumers to have both physical, as well as digital acquisition of video,” commented NPD Group industry analyst of entertainment Christopher Coby. “As awareness and satisfaction increases, there is clearly a segment of consumers who value the proposition that UV offers: the opportunity to keep a library as backup, have an access hub for content that is stored and may be viewed from a variety of traditional and mobile devices, and access TV and movie content acquired from a variety of retailers.”

Yet some UV users point out aspects of the service that could be improved. The need to visit multiple websites to redeem different disc-based codes and the necessity of multiple logins were cited as areas of difficulty. Among those who found the disc code redemption process challenging, more are reporting a lack of clarity in how to link their libraries to the various redemption sites.

"UV usage is still in its early stages, and, as with any new technology, there are challenges, but there is also opportunity to grow and improve the service,” Coby added.

“Content providers and retailers can work together to facilitate awareness around what UV offers. This will drive further trial and heighten satisfaction among current UltraViolet users, many of whom are video super-fans and have been buying and streaming more video lately."