YouGov – “2014: The Year of Ultraviolet”

YouGov researchers have released four device-driven trends to look out for in 2014.

  • Almost half of households set to have tablets by the end of 2014
  • Established media to stem the flow and grow
  • The year of UltraViolet…if marketers make consumers see the light
  • Businesses to prioritise securing their mobile workforce

Regarding the anticipated “year of Ultraviolet,” Shaun Austin, Director of Media at YouGov, offers the following elaboration:

“2013 was the year that UltraViolet made inroads into the UK market and 2014 could be the year it breaks into the mainstream. Research we conducted in the second half of the year shows that almost a fifth (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 three per cent increase from the start of the year. However, while a chunk of people have heard about UltraViolet, just 13% of people who are aware of it actually know what it does.

“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. 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 physical 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. 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.”

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