American consumers like the immersive feeling of watch 3-D television, but are put off by having to wear special glasses because they restrict multi-tasking at home, according to US report on attitudes to TV.
High costs and lack of 3D content are also among factors causing Americans to hesitate in buying the latest generation of 3D television sets, according to the Nielsen Company and the Cable and Telecommunications Association for Marketing.
But while costs are expected to come down and content grow over time, unease about wearing 3D glasses could prove a bigger long-term barrier to mass adoption of 3D TV sets, the report issued on Thursday said.
3D TV set sales are poised to go mainstream in the next 12 months with manufacturers such as Samsung, Sony, Panasonic and LG all rolling out sets. Sports broadcasters like ESPN launched its first 3D channel during this year’s soccer World Cup.
But some 89 per cent of those questioned for the “Focusing on the 3DTV Experience” report felt the special glasses would constrain other activities they usually do while watching TV.
More than half said the glasses were a “hassle” and 57 per cent said they were “not likely” to buy a 3D TV set for that reason, the survey found.
The 425 randomly selected participants had watched 30 minutes of 3D television programming in a home viewing environment.
Although 57 per cent of viewers agreed that watching 3D television made them feel they were part of the action, 77 per cent said they thought the technology was best suited for special events like sports or movies, rather than everyday viewing.