NPD: Consumers Satisfied with UltraViolet

29 Oct, 2013 By: Chris Tribbey

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Eighty-two percent of UltraViolet users say they’re satisfied with the buy once, play anywhere digital cloud content experience, and one-third report they’re buying more DVDs and Blu-ray Discs because of UltraViolet, according to a survey from The NPD Group.

More than 70% of users said they will continue to add UltraViolet titles to their libraries, and 78% of UltraViolet users said the registration process was easy. NPD noted that satisfaction levels are comparable to those for Netflix, Redbox and iTunes.

“The positive user feedback on UltraViolet is critically important, not only for the obvious reason that the service needs to be competitive with other options for digital home video, but also because the research pointed out that UV needs more evangelists,” said Russ Crupnick, SVP of industry analysis for The NPD Group.

While only 15% of consumers are even aware of UltraViolet, six in 10 home video buyers said they are interested in the service.

“From the perspective of today’s UltraViolet users, the utility provided by physical discs, perhaps for the living room or automobile, combined with access to a digital version usable on a multitude of devices, translates to a hard benefit at retail,” Crupnick said.

The survey included 3,187 UltraViolet respondents in July and another 10,071 from an online survey panel featuring consumers, most of whom were not registered for UltraViolet.

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