UK consumers are increasingly switching on to Ultra High Definition (UHD), with younger viewers the strongest advocates, according to a new survey on behalf of the DTG.
Atomik polled over 1,000 people who purchased a TV in the last three years and found that younger viewers were most keen to embrace the possibilities of Ultra High Definition (UHD) viewing – with the majority (84%) of 25-34 year olds finding the experience even better than they’d expected.
“The younger generation are actively going to UHD and one of the main reasons is the increase in UHD content,” explained Peter Sellar, Associate Director of the DTG, adding that accessibility was a key factor through Sky Q’s on screen prompts and automatic downloads from Amazon and Netflix.
The survey found that more than 1 in 5 (22%) of UK consumers purchased a UHD ready TV in the past three years. Whilst younger viewers were most likely to opt for a UHD television because they wanted a better viewing experience – 64% of 25-34 year olds made this claim – the highest percentage of UHD TVs are actually being purchased by over 55’s (22.78%).
Sellar said the stand out figure was the number of respondents pointing to an improved viewing quality compared with their old TVs (86.09%), while more than two thirds (67.39%) claimed that the UHD experience has actually surpassed their expectations.