UHD television surpasses Full HD in sensations and immersion

Neuropsychological research published by Samsung, in collaboration with MindLab International, reveals that watching content on a UHD television is a 38% more immersive than Full HD.

The neuropsychological study ‘Screen Sensation: The Ultra HD Effect’, carried out by Samsung with its SUHD televisions in collaboration with MindLab International, examines the physiological effects of watching TV in UHD vs. Full HD (also known as 1,080p). If the latter has more than five times image information than standard definition, Ultra High Definition (UHD) It is capable of displaying images with four times more detail than Full HD technology..

To carry out the investigation, twenty-four people aged between 18 y 65 years participated in the same, controlled by electrodes and monitored by electroencephalography (EEG), electrodermal activity (EDA) and heart rate. The subjects observed images from the main Netflix content streaming services, as well as a European football match, all in UHD and HD. To ensure impartiality, the brand of the television was hidden during the study.

The results overwhelmingly showed that UHD TV was more 'immersive' than Full HD due to a combination of increased motivation (measure associated with being attracted to something), visual processing and beta power (measure associated with active thinking or concentration).

Immersion increases considerably during experiences such as being on a roller coaster, buy a new product or go out on a designated date, as well as those who like to watch and comment on football at home. The fact that watching content in UHD increases immersion, suggests that this technology offers a more positive and richer viewer engagement than viewing content on a Full HD screen..

The participants experienced a 62% higher levels of visual processing than UHD, which means the brain is using more of its capacity to process visual information. During the study, the subjects felt a 25% more “in the moment”” when they watched something for the first time on Samsung SUHD TVs, that incorporate UHD technology, as well as more prepared to react to what appeared on the screen, more focused, attentive and focused.

Neuropsychologist David Lewis, president of MindLab International, has pointed out that “theUltra High Definition televisions they suppose a qualitative leap in terms of experidisplay ence, what we have proven in this investigation carried out for Samsung. It's amazing how advances in technology can create these important physiological responses and is changing the way we experience the contenidor and entertainment”.

Another conclusion of this research is that participants were significantly more attracted to content on UHD screens compared to Full HD screens. (20% of difference), creating a positive emotional reaction. Besides, when watching the clips for the second or third time, People who watched them on UHD screens were more attracted to those who watched them on high-definition systems. (29% of difference).

As Michael Zoeller indicates, Vice President and European Director of Visual Display at Samsung, “dfrom the world sporting events, until thes seriemost anticipated television episodes o blockbuster movies, it issinners want to experience the wide variety of withtelevision Premium available in screens further grandes, brights and with greater clarity. Samsung is at the forefront of technology television surround, offering the most impressive viewing experienceionante posible en la comodoity of the homees as it happens from a Samsung SUHD TV”.

For your part, Neil Hunt, vice president of products at Netflix, assures that “the Ultra High Definition is helping to meet expectations of the isviewers about the quality of television and our programming is reflecting the leaps forward in image quality, depth, detail and color. Reality television is becoming more and more faithful, making entertainment moments more immersive and enjoyable”.