Survey results from Strategy Analytics from the US show that 93% of people who saw UltraHD are impressed by the quality of the images.

The survey also reveals that awareness of the Ultra HD term itself has risen by 18 points in less than a year and now stands at 57% of all respondents. Ultra HD is still more widely recognised than 4K TV or UHD although awareness of those terms has also improved.

23% of all respondents claim to have watched TV or video on an Ultra HD TV, either in a retail store, in a home or somewhere else. This reaches as high as 40% or more in younger age groups. Of those who have seen it, 53% rated the video quality as “extremely impressive” and 40% as “somewhat impressive”.

“These are extremely high ratings for any new technology,” notes David Mercer, Principal Analyst and the report’s author. “We don’t know what sort of content people have viewed, or whether it was originated in 4K or upscaled. However, the fact that nearly everyone who has seen an Ultra HD TV is impressed is very encouraging for TV manufacturers and retailers and bodes well for a strong end to the 2014 holiday season.”

As a benchmark, when Strategy Analytics surveyed cinema goers about 3D a few years ago (3DTV: Will Consumers Buy It?), of those who had seen a 3D movie only 26% were very impressed, half the level we are now seeing with Ultra HD.

Methodology: Strategy Analytics conducted an online survey, the ConsumerMetrix Survey, fielded in November 2014. The sample consisted of n=2001 individuals in the US. Strategy Analytics weighted the data by country, age, gender and internet use to represent the US population of internet users.