Advanced Television

3DTV owners happy with purchase

May 26, 2011

The Digital Entertainment Group (DEG) has published the findings of a study that looks at the first-hand experiences of nearly 3,100 3DTV owners in the US. Overwhelmingly, consumers reported a positive entertainment experience, minimal price premiums, and enthusiasm about the future of 3D content.

Respondents were asked to assess a number of 3DTV factors, including: picture quality, perceived price differences, viewing satisfaction, content preferences, and reaction to 3D glasses.

3DTV picture quality rated high overall – the results of the research showed that consumers are tremendously satisfied with the home 3D experience. Of those who view programming in 3D, an overwhelming 88 per cent rated the 3D picture quality positively, compared to 91 per cent for their 2D picture quality. And, 24 per cent of those who view 3D at home reported watching more television – both in 2D and 3D – since purchasing their new 3DTV.

Also, 85 per cent of 3DTV owners surveyed would prefer to watch half, most, or all of their programmes in 3D. These consumers also reported that the majority of home entertainment in 3D is better than in 2D, with 3DTV owners naming feature films on Blu-ray as their favorite 3D programming.

Consumers believe the upgrade to 3D was well worth the price. The vast majority of 3DTV owners stated that they paid a relatively small additional fee for 3D capability, and that the feature made their television worth the extra dollars paid. Nearly 80 per cent of those surveyed said that their 3DTVs were either less expensive, about the same, or just a little more expensive than a comparable HDTV without 3D capability. On average, those surveyed by the DEG paid just over $2000 for their 3DTV, with more than half paying less than $2000.

Many have speculated that a key factor slowing 3D adoption was the glasses. According to the DEG study, that is not the case; of the 3,100 3DTV owners surveyed, only a handful experienced any discomfort when using active shutter 3D glasses. More than 4 out of 5 of (83 per ent) stated that it takes either no time or just a few minutes to adjust to wearing 3D glasses. Additionally, of those surveyed, 74 per cent own two or more pairs of glasses, with 33 per cent buying an extra set during their initial 3DTV purchase. More than half (52 per cent) of these 3DTV owners also received at least one set of glasses bundled with their television. With an average of 2.38 pairs of glasses per home, it is clear that 3DTV owners are actively using their 3DTVs for viewing 3D.

Categories: Articles, Consumer Behaviour, Equipment, Equipment, Research, UHD