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UltraViolet user satisfaction up; UV movie viewership on TVs surges 43%

Satisfaction with UltraViolet has grown since The NPD Group's Wave 1 report in August 2013 - when 32% of UV users said they were "very satisfied." The figure rose to 46% in the February 2014 Wave 2 report. It is not yet a love story, though. Some 43% said they were "somewhat satisfied" compared to 51% a year ago. The group of "somewhat dissatisfied"/"very dissatisfied" has fallen from 18% to 10%.

Well over half of the 16 million UltraViolet users in the US are now viewing their content on a TV. TVs with an integrated Internet-connection and connected Blu-ray players are among the favored platforms for this activity, according to Wave 2.

The report found that as of February 2014, 61% of the US UV user population has watched a movie from their cloud-based UV library on a TV, a 43% increase from the 43% who had reported doing so in August 2013. The largest gains were made viewing on Internet-connected TVs and Blu-ray players, with streaming media players and gaming consoles also showing growth.

Compared to the last wave, 17% more people intend to made more use of UltraViolet, and 37% more amongst the 18-to-24 year-olds over the next year

For recollection, a UV user can stream or download their purchased movie and TV shows via the cloud onto their TV or connected device. Moreover, satisfaction with UV among users is near 90%, and 82% plan to continue using the service in the future.

This TV-centric viewing is complementing the 72% of UV users who view their UV movies on computers, and 60% who use tablets. Some 78% of UV users cite device interoperability as an important or very important feature in their use of UV.

The report showed that UV users can be categorized as early adopters, or even super consumers, meaning they have advanced video and device purchasing and usage habits compared to the general American consumer that may indicate trends and behavior to expect in the future.

A person who has signed up for UV currently spends three times more on home entertainment content, such as physical or digital TV shows and movies, than the average home entertainment buyer. Also, a UV user is four times more likely to own a streaming media device or a connected Blu-ray player and is 11 times more likely to have made an electronic sell-through digital movie purchase in the last year.

A final point made by the report: on average, those in the UV camp own eight connected devices compared to five for the general population.

The report summarizes key findings from a 5,802 UltraViolet-respondent survey conducted in February 2014. Additionally, data was collected from 9,490 respondents from NPD's online survey panel, most of whom were not registered for UltraViolet. Data from this survey group was weighted to represent US population age 18+.

If the news are good on the US front, there is not much news - no news at all, in fact - on this side of the Pond, even though the industry heavyweights had promised, at last year's PEVE conference, the launch of marketing initiatives in February or at the least during the "first quarter of 2014" (read PEVE coverage. Waiting for Godot?

Story filed 25.05.14

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