Lack of Awareness Impedes on Consumer Adoption of 4K TV

This report presents the results of Strategy Analytics’ Digital Home Observatory research into understanding consumer interest in, and attitudes towards 4K Ultra HD TV. Our research found that there is ongoing consumer demand for higher resolution TVs and a more immersive, compelling TV experience. However, a lack of mainstream media promotion means that consumers are mostly unaware of 4K TV at present and knowledge of the technology is limited. As such, there is low willingness among consumers to be the lead adopter of 4K technology at this point. The main concerns that are holding back adoption include uncertainties about industry standards; a perceived shortage of 4K content available; and – for those who have considered the technology – high equipment prices.

1 Executive Summary
2 Introduction
3 TV Purchasing Factors
3.1 Higher Screen Resolution and Smart Features are a Must for Consumers' Next TV Purchase
3.2 Better Screen Quality encourages more TV Consumption
4 4K Ultra HD TV
4.1 Majority of Consumers have never Heard of 4K Ultra HD TV
4.2 Consumers Want to Purchase a 4K TV for the Higher Resolution
4.3 Lack of Desire to be an Early Adopter of the Technology, Shortage of 4K Content Available and High Prices are Major Concerns of 4K TVs
5 Conclusion
6 Analyst Contacts