But new research from The Diffusion Group (TDG) has suggested that short-term demand for 4K TV is still being hindered because of two reasons: one, a "lack of awareness" among consumers and, two, "sensitivity to the costs" of 4K sets.
It has already been suggested that Ultra HD 4K remains some way off becoming the TV norm; video streaming service Netflix has already made 4K content available but believes it will be five years before it becomes a mainstream format.
MORE: Netflix – "Five years before Ultra HD 4K becomes mainstream"
TDG's research supports the assertion by Netflix, with more than 80 per cent of adult broadband users either unfamiliar or completely oblivious to the format – something that will impact on manufacturers looking to sell 4K TVs.
The research underlined how demand "evaporates relative to price", with a $500 (£290) increase causing a 50 per cent drop in demand from those who said they were moderately or highly likely to purchase a set costing $1499 (£878).
"This is not to suggest that price is the only variable at play in the decision not to purchase a new Ultra HD 4K television. Nonetheless, it is two-to-one the primary reason cited by those unlikely to purchase a new set."
MORE: Ultra HD 4K TV – reviews, news and everything you need to know
