Advanced Television

3D not considered when HD sets purchased

August 23, 2012

Only 11 per cent of customers who purchase a HD television do so because of its 3D capabilities, according to a J.D.Power and Associates report.

The report examines satisfaction with HDTVs among customers who purchased one in the past 12 months. The report measures HDTV satisfaction across six factors (listed in order of importance): performance and reliability; ease of operating; competitiveness of the price paid; styling and appearance; variety of features; and warranty.

The report finds that 75 per cent of customers indicate price was a reason they purchased their HDTV, followed by brand reputation (60 per cent); positive reviews (37 per cent); past experience with the brand (36 per cent); quality of construction (33 per cent); availability (31 per cent); styling of the TV (29 per cent); ease of use (21 per cent); and 3D capability (11 per cent).

“While still finding its niche, 3D HDTV capability is not a leading force in purchasing a television,” said Sara Wong Hilton, a director at J.D. Power and Associates. “One reason is that 3D HDTVs are typically more expensive than non-3D-capable HDTVs. Additionally, in order to view 3D media, special media players, and 3D glasses in some cases, are required. The extra cost could play a role in dissuading customers from adopting the technology at this point.”

Among survey respondents in this particular study, more customers purchased an LCD HDTV (41 per cent), compared with an LED (33 per cent) or plasma (19 per cent) HDTV, and half (50 per cent) purchased a 41- to 50-inch television, more than any other size available.

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