Advanced Television

Content vital to 3D sales

March 23, 2010

Increased availability of 3D content is vitally important to sales of 3D-enabled TVs in 2010 and beyond, according to research from the Consumer Electronics Association (CEA). Content remains the key component in future adoption of 3D in the home. Two-thirds (67 per cent) of those planning to buy a 3D-enabled TV within the next three years say they will be more likely to buy if they can receive and watch 3D TV programmes through an antenna, cable, satellite or fibre-to-the-home. Most say the primary reason to buy a 3D-enabled set is to watch 3D movies at home; 65 per cent want to watch movies, 36 per cent want to play 3D video games and 33 per cent want to watch TV programming.

The study also shows that interest in 3D technology continues to grow as consumers experience the technology. Roughly 27 per cent of online US adults saw a 3D movie or event in the last year, with half (49 per cent) of these individuals seeing more than one. Eighty-five per cent of US online adults were satisfied with their 3D experience, with 81 per cent reporting being satisfied with both the overall experience and the quality of the 3D images and effects.

Consumers also prefer 3D technology over 2D when given the choice. More than 40 per cent of U.S. online adults who have seen a 3D movie or event in the last year say they would prefer to watch movies and television shows in 3D vs. 2D across all content types, if available. Nearly one-third of all online adults say they would like to watch all their television programs in 3D.

Categories: Research, Research Library, UHD