Value Proposition for UltraViolet Services Increases as Awareness and Satisfaction among Consumers Grows, Reports NPD
Port Washington, New York (PRWEB) December 05, 2014
Awareness and satisfaction of UltraViolet (UV) is on the rise among U.S. consumers. According to The NPD Groupâs Digital Video Adoption Monitor (UltraViolet) Report, 44 percent of consumers have heard of UV or recognize the UV logo, a nine percentage point increase over last year. About one-third of consumers know what UV is, and when asked, consumers cited the outside packaging of DVD and Blu-ray products as the most influential source for facilitating awareness.
Among UV users, overall satisfaction has significantly increased since last year, with 91 percent of UV users saying they are satisfied with the service, an eight percentage point improvement. The ease of setting up UV ranks very high among users, with 83 percent describing activation as âeasyâ â" a five percentage point increase from 2013.
As satisfaction and ease of activation increases, users are more apt to continue to add to their UV libraries. According to the report, usersâ UV libraries increased from an average of eight titles to 10, and the âmore engagedâ UV user is also particularly likely to be purchasing more digital and physical content today than they did a year ago.
âAs the physical disc represents a significant, but declining, part of the sell-through mix, UV offers a bridge for consumers to have both physical, as well as digital acquisition of video,â said Christopher Coby, Sr. Industry Analyst of Entertainment for The NPD Group. âAs awareness and satisfaction increases, there is clearly a segment of consumers who value the proposition that UV offers: the opportunity to keep a library as backup, have an access hub for content that is stored and may be viewed from a variety of traditional and mobile devices, and access TV and movie content acquired from a variety of retailers.â
While the vast majority of UltraViolet users are satisfied with UV, there are opportunities for further growth, and some UV users point out aspects of the service that could be improved. The need to visit multiple websites to redeem different disc-based codes and the necessity of multiple logins has been one area of difficulty. Among those who found the disc code redemption process challenging, more are reporting a lack of clarity in how to link their libraries to the various redemption sites. Enhancements that will alleviate these barriers, whether they are in the form of greater user support, or a universal redemption site, will likely play a key role in the near-term.
âUV usage is still in its early stages, and, as with any new technology, there are challenges, but there is also opportunity to grow and improve the service,â added Coby. âContent providers and retailers can work together to facilitate awareness around what UV offers. This will drive further trial and heighten satisfaction among current UltraViolet users, many of whom are video super-fans and have been buying and streaming more video lately.â
The report summarizes key findings from an 8,802 UltraViolet-respondent survey conducted in August 2014. Additionally, data was collected from 9,983 respondents from NPDâs online survey panel, most of who were not registered for UltraViolet. Data from this survey group was weighted to represent U.S. population age 18+.
About The NPD Group, Inc.
The NPD Group provides global information and advisory services to drive better business decisions. By combining unique data assets with unmatched industry expertise, we help our clients track their markets, understand consumers, and drive profitable growth. Sectors covered include automotive, beauty, consumer electronics, entertainment, fashion, food / foodservice, home, luxury, mobile, office supplies, sports, technology, toys, and video games. For more information, visit http://www.npd.com and npdgroupblog.com. Follow us on Twitter: @npdtech and @npdgroup.
Â©Copyright 1997- , Vocus PRW Holdings, LLC. Vocus, PRWeb, and Publicity Wire are trademarks or registered trademarks of Vocus, Inc. or Vocus PRW Holdings, LLC.More Video Games Press Releases