Prices for 4K/UHD sets generally range from $1,500 to as much as $10,000. At a retail price of $1,499, only 6% of adult broadband users surveyed said they are moderately or highly likely to purchase a 4K/UHD TV. At $1,999 a unit, only 3% of adult broadband users are moderately or highly likely to purchase a new 4K/UHD TV set.
According to the Diffusion Group, short-term demand for 4K/UltraHD TV sets is hindered by lack of awareness among consumers and high cost. TDG research indicates that 83% of adult broadband users have never heard of or are unfamiliar with 4K/UltraHD TVs.