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New Research Declares That Majority Of Consumers Have No Understanding of 4K



In recent research performed by Snell Advanced Media, the research findings uncovered the startling discovery that 64% of the people they surveyed really have no idea what 4K technology is and how it might affect them. The research found that the Millennial generation was the most likely to have a grasp on the 4K technology and what it will mean going forward. Given that 4K is touted as the next evolution in image resolution, it’s crucial the knowledge gap between broadcasters and consumers continues to close and the consumer electronics industry embrace an ethos of transparency and education on what to expect in the new era of 4K content.

Snell Advanced Media, based in Newbury, England, is a new company with a unique mix of experience and technology. They have the vision to deliver business-transforming solutions across the media production ecosystem. Their future-ready systems enable broadcasters, content owners and service providers to evolve their business models to succeed in the consumer-driven era. They deliver smart, agile technology across Live Production, Production, Editing & Finishing, Playout & Delivery, Infrastructure & Image Processing, all running under enterprise-wide Management & Workflow automation. The company has 550 employees stationed at offices around the world.

All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1,146 adults. Fieldwork was undertaken between June 2nd – 3rd, 2016. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+).

Neil Maycock, Executive Vice President and General Manager at Snell, said that, “At SAM, we frequently survey consumer sentiment to help us better understand the relationship between our  customers and their  audience. It was evident from our research that even though 4K is a huge industry buzzword, and something many broadcasters have already begun preparing to deliver to consumers, most Americans don’t quite know what that entails. The knowledge gap between broadcaster and customer revealed by our research goes to show that finding the right formula to deliver and implement a winning 4K strategy is the key to broadcasters’ success.”

The major findings of the research are:

  • Just 17 percent of U.S. adults are confident they’ve heard of 4K and know exactly what it is
  • However, millennials (18-24) are more familiar with 4K than any other age group, (29% said they knew exactly what 4K was) and a quarter of them (25%) had purposefully watched something in 4K in the past six months
  • It was no surprise then that just 11 percent of U.S. adults currently own a 4K TV, with half of those either yet to find it worthwhile or understand what it does
    • Though 17 percent of early millennials (25-34) actually own a 4K TV, the highest among all age groups
  • However, once educated on what 4K was, 41 percent of consumers said they would like to have a 4K TV
  • 65% of Americans thought a recent high-profile TV event was important enough to watch live. Among them, more Americans  made it a priority to watch Super Bowl 50 live (61%) than they did any primary election results (36%)
  • Three times as many Americans overall watched Super Bowl 50 live than the 2016 Grammys (39% to 13%)

Maycock concluded that, “In particular, sports networks have a significant opportunity to capitalize on the attention they receive from live viewing, as we’ve seen with high profile arrangements like the NFL live streams on Twitter”, Maycock added. “At SAM, we anticipate significant traction on this front over the next year as more sports broadcasters experiment with technology to help them spread the word about live events. We expect to see them making every effort to push live sports content to more channels, faster, all with the quality consumers come to expect from their televisions.”

Kevin Sawyer
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