Awareness in the U.S. of the 4K/Ultra HD resolution standard has increased from 39 percent of polled consumers in January to 57 percent in November, according to research firm Strategy Analytics.
The new data is in direct conflict with research published over the summer by The Diffusion Group, which found that only 17 percent of 1,500 U.S. broadband users poled knew about 4K technology.
For its part, Strategy Analytics' poll determined that 93 percent of sampled consumers find 4K to be "extremely or somewhat impressive," while 23 percent have actually sampled 4K content.
"These are extremely high ratings for any new technology," notes David Mercer, principal analyst and the report's author, in a statement. "The fact that nearly everyone who has seen an Ultra HD TV is impressed is very encouraging for TV manufacturers and retailers and bodes well for a strong end to the 2014 holiday season."
The research came on the same day that DirecTV (NASDAQ: DTV) announced a successful launch of a new satellite earmarked to support the first pay-TV-based 4K service in the U.S. Also on Monday, video sharing service Vimeo announced that it will begin supporting 4K downloads.
- read this Strategy Analytics blog post
Study finds only 17% of U.S. broadband users are aware of 4K
Satellite carrying DirecTV's 4K hopes and dreams enjoys successful launch
Vimeo launches 4K download service
DirecTV: Oh, one more thing, 4K setup will set you back $50
DirecTV's 4K launch highlights include Forrest Gump, nature films