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NPD: UltraViolet Users More Tech Savvy

22 May, 2014 By: Chris Tribbey

UltraViolet users are 11 times more likely to have made an electronic sellthrough purchase in the past year, compared to other Americans, and four times more likely to own a connected Blu-ray Disc player or other streaming media device, according to new data from The NPD Group.

Calling the 16 million UltraViolet users in the U.S. “early adopters,” the research firm reports they spend three times as much as other consumers on home entertainment — including physical and digital — and own, on average, eight connected devices, compared to three for non-UltraViolet users.

“As consumers’ ownership of connected devices increases, UltraViolet’s role in supporting device interoperability should continue to grow,” said Justin Bailey, director of industry analysis for NPD.

The report also found that 61% of users have watched their UltraViolet content on a TV, with Internet-connected TVs and Blu-ray players being the top two devices for the service. Overall satisfaction with UltraViolet is nearly 90%. More than 70% of UltraViolet users report using a computer, and 60% report using a tablet.

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