Leichtman Research Group conducted its 11th annual HDTV-focused consumer survey and learned that the majority of respondents have not heard of 4K/Ultra HD, suggesting the industry may need to educate consumers in order to foster adoption of the technology. According to LRG, only 30 percent of adults have heard of 4K, while only about one-third of that group has actually seen a 4K TV. Additionally, strong interest in purchasing a 4K set was not evident in the findings.

Generating interest among consumers who have seen an Ultra HD set may remain a hurdle in the short term. LRG found that only “about 28 percent of adults who have seen a 4K set are ‘very interested’ in getting one, while 15 percent of all who have heard of 4K/Ultra HD are likewise very interested in getting it,” reports Multichannel News.

“While that might be enough for Netflix and Comcast to come forth with limited 4K offerings later this year, TV makers have more reason to push the 4K needle — the HDTV market is getting saturated. According to LRG, 77 percent of U.S. homes have at least one HDTV set, and 46 percent of all homes have multiple HDTVs. That’s up from a respective 34 percent and 11 percent five years ago.”

LRG also found that 14 percent of U.S. households have a smart TV connected to the Internet.

“At the same time that consumers are acquiring an increasing number of devices that allow them to watch video anywhere and anytime, television sets in the home are getting bigger and better,” said Bruce Leichtman, president and principal analyst for LRG. “Nearly 60 percent of TV sets used in U.S. households are now HD sets, up from less than 20 percent just five years ago.”