Consumer Perceptions of Ultra HD TV Technology at Retail
The next generation of high definition TV technology, Ultra High Definition (HD), made its debut in the marketplace this year. As most TV owning households have made the transition to High definition (HD) television sets over the past few years, it remains to be seen if consumers can perceive the difference in the picture quality between HD and Ultra HD TV technology and also if consumers have interest in upgrading to this latest technology. CEA designed this research study to accomplish the following objectives regarding consumer perception of Ultra HD TV technology:
Understand how experiencing an Ultra HD television in-person influences perceptions and attitudes towards the technology
Determine how consumers compare Ultra HD TVs to HD TVs
Provide information to help manufacturers and retailers refine their marketing approaches of Ultra HD TVs
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