A recent study from Snell Advanced Media (SAM) found that one in three Americans aren't familiar with "4K" in the context of displays; however, about 10% of adult Americans already own a 4K television.
As reported by Broadcasting & Cable:
“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,” said Neil Maycock, executive VP and GM of media software solutions at SAM. “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.”
SAM's research also found:
- 17% of U.S. adults are fully aware of 4K and what the technology is; however,
- 30% of millennials are fully aware of 4K, and
- 25% of those in the 18-24 range say they’ve watched 4K in the last six months.
- 17% of millennials say they own a 4K set.
- 40% of those educated on 4K said they would purchase a 4K display based on the value of better image quality, and
- 65% of those educated said a sporting event was a good enough reason to make the investment.
A summarized report is available online.