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More Consumers Edge Toward 4K TVs: Survey

As awareness of 4K continues its slow climb, a greater number of consumers are gravitating to TVs that support the next-gen video format, according to a new study from The NPD Group.

NPD’s Connected Intelligence Connected Home Survey, based on a panel of 5,364 U.S. adults, found that 38% are “very, or somewhat, likely to use a 4K TV in the future,” up 5% since results from Q1 2016.

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NPD’s study also found that, as of Q3, 87% of installed 4K TVs had active Internet connections, illustrating that those consumers are among those most eager to stream content amid the growing availably of 4K-capable OTT devices from companies such as Amazon, Roku and Google.

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More than one-third consumers are aware of 4K streaming media player availability, a number that rises to 52% among the millennials surveyed.

“While younger consumers are watching more video on their smartphones, they are also driving consumer interest in 4K streaming on TV, as these behaviors are not mutually exclusive,”  John Buffone, executive director, industry analyst, NPD Connected Intelligence, said in a statement. “As consumers make the shift to 4K capable hardware, content providers will be working to distribute 4K content, and in-home broadband speeds will become an important consideration for viewers to ensure a smooth 4K streaming experience.”