Early 4K tests from the EBU show that viewers appreciate higher frame rates much more than increased resolution.

Various frame rates up to 240 Hz (present frame rate is 50Hz) with different content genres are being rated by observers, using sequences in both uncompressed form and compressed with HEVC.

"Early results give a clear indication that higher frame rates are appreciated by the observers, to a significantly greater extent than increased resolution. This supports the position that future UHDTV systems should include higher frame rates," the EBU added.

So, it seems as though viewers prefer more frames and less "4K"?

Source DTG:-