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2014 will be 'The Year of UltraViolet' if marketers make consumers see the light

In their just-released annual report Media, Technology & Telecoms outlook for 2014, UK market research firm YouGov came up with somewhat encouraging data regarding UltraViolet's prospect for next year. Research conducted in the second half of the year shows that 19% of consumers in the UK were aware of the digital rights authentication and cloud-based licensing system that allows people to stream and download content to multiple devices. This is a 3% increase from the start of the year.

However, while a chunk of people have heard about UltraViolet, just 13% who are aware of it actually know what it does. Some 16% with low familiarity of the cloud-based ecosystem said they were likely to try and 22% of respondents who had not used UltraViolet before said they were likely to do so in the future,

"Given the proliferation of smart mobile devices, the ability to watch your own TV and movies wherever you want, whenever you want is more important than ever before," says Shaun Austin, Director of Media at YouGov. "To this end, our data show that those who already use UltraViolet see its benefits." Over half (55%) of those who have tried it say they are likely to use the service when they next purchase a DVD or Blu-ray disc and almost three quarters (72%) of those who are very familiar with the system are likely to use the service again.

"The implications are clear: people who use the service like it and want to use it again," remarks Austin. "To inspire mass take-up of UltraViolet, retailers, digital content providers and the studios need to back the service and explain its benefits. If they follow Tesco and Blinkbox's lead then there is potential for the service to become a success. However, further marketing and education are key to this."

Story filed 19.12.13

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